The Future Of Marketing And Corporate Affairs - A Q&a With Dr Fiona Kigen

Change is inevitable, people are now connecting with one another, brands and businesses through digital platforms more than they are in person. So what does this mean for marketers who need to connect people with brands and businesses? 

We asked Dr Kigen, who leads initiatives that equip professionals with the knowledge and skills to excel in a dynamic corporate landscape, what her opinion on the future of marketing and corporate affairs is.

 

What does it mean to be "future-ready" as a marketing professional today?

Being future-ready means excelling in your role today while continuously preparing for the evolving landscape of marketing and corporate affairs. It requires staying informed about industry trends, adapting to technological advancements and developing the skills necessary to navigate change effectively. 

 

How can marketers effectively integrate digital transformation into their strategies?

Digital transformation should not be treated as a one-off initiative or as a special project, but as a key aspect of daily operations. It needs to be embedded into business-as-usual processes, customer engagement strategies and decision-making frameworks. 

Marketers need to think beyond tactical individual digital tools and instead focus on creating an ecosystem where technology enhances agility, efficiency and customer experiences.

 

How do you see AI shaping the future of marketing and corporate affairs?

AI has the potential to make marketers significantly more efficient by automating routine tasks and enabling us to focus on high-value strategic work. It can help us analyse the large amounts of data that we generate (but do not make enough use of), personalise customer experiences at scale and optimise decision-making. 

 

How should marketing professionals approach emerging technologies such as automation and machine learning?

Rather than fearing these advancements, marketing professionals should be at the forefront of their adoption. 

Embracing automation and machine learning allows us to streamline processes, enhance customer insights and create more impactful campaigns. The key is to leverage technology to enhance human capabilities rather than replace them

 

What role does upskilling and continuous learning play in staying competitive in the marketing industry?

Continuous learning is essential in an industry that is constantly evolving. Marketers need to proactively develop new skills, stay ahead of trends and cultivate adaptability. 

Upskilling is not just about acquiring technical expertise; it's about the power skills that help us to refine our critical thinking, problem-solving abilities and the ability to pivot in response to change.

 

What are some key technical skills that marketers should develop to remain relevant in a digitally driven world?

Marketers need to build expertise in areas such as data analytics, digital marketing strategy, AI-driven tools and customer experience optimisation. Proficiency in areas such as SEO, performance marketing, automation platforms and content strategy is also crucial. 

However, beyond technical skills, marketers also need to develop the ability to interpret insights and translate them into meaningful business strategies.

 

How can marketing leaders foster innovation within their teams?

Marketing leaders should create space for bold ideas, allocate budgets for exploratory projects beyond business-as-usual activities and empower their teams to take calculated risks. It's also essential to foster a culture where learning from failure is seen as a stepping stone to success rather than a setback.

 

What role does marketing play in driving overall business growth?

Marketing is both a strategic enabler and a driver of business growth. It shapes brand perception, opens new market opportunities and strengthens customer relationships. 

A well-executed marketing strategy does more than just support business objectives — it helps define them by identifying emerging trends, consumer needs and competitive advantages.

 

What advice would you give to someone just starting out in the marketing industry?

It is a very exciting space to be in. Start with the fundamentals, which have never changed — master the core principles of marketing, understand consumer behaviour and develop strong communication skills. 

Once you have a solid foundation, stay curious, embrace lifelong learning and remain adaptable. The industry will continue to evolve, and the most successful marketers will be those who are always willing to grow with it.