2024 has been a year of change for UK business leaders. While economic and political shifts have created uncertainty, advances in AI and technology have transformed how many organisations operate. Here, Tom Anderson, the CEO of fast-growing digital agency, Hummingbird, reflects on the challenges of building a business together with the key issues and trends that have shaped 2024, all while highlighting what is to come next year.
When the opportunity to lead Hummingbird came about in 2018, it was a no-brainer for Tom Anderson. He had always believed in the potential of the agency. It had a fantastic foundation and a passionate team, but he could see that with the right strategic direction and a focus on digital innovation, they could really take it to the next level. Since the buyout, Hummingbird has evolved in many ways. They have embraced new technologies, expanded their service offering, and become more agile in responding to client needs. Their focus has been on creating bespoke, data-driven marketing strategies that align with their clients’ goals, and that has made all the difference. The team has grown significantly, and they have carved out a niche in sectors like travel, lifestyle, and e-commerce—industries that are in the midst of their own digital transformations.
The most challenging part of building a business, according to Tom Anderson, has been navigating the constant changes in the digital marketing landscape. It’s an industry that moves fast, and staying ahead of trends while ensuring they continue to deliver results for clients is a constant balancing act. Managing growth has also been a key challenge—scaling the business while maintaining the same level of personal, high-touch service can be tricky. On the flip side, the most rewarding part has been seeing the impact they’ve made for their clients. Watching businesses grow as a result of their work is incredibly fulfilling. And from an internal perspective, building a strong, collaborative team and seeing them develop into leaders in their own right has been a huge reward.
In terms of digital marketing trends that have shaped 2024, the rise of AI and automation in marketing has been significant. Tools like AI-driven content creation, predictive analytics, and hyper-personalised campaigns have allowed brands to engage more effectively with their target audiences. Video marketing, particularly short-form content on platforms like TikTok and Instagram Reels, has continued to dominate. Brands that are quick to create relatable, dynamic video content have gained a huge advantage. Looking ahead to 2025, there is expected to be a continued push towards immersive digital experiences. The rise of virtual and augmented reality will allow brands to connect with customers in innovative ways, especially in retail and travel. Sustainability in marketing is also set to become even more important, as consumers are looking for brands that reflect their values.
When asked about the one platform all brands should use to increase target audience engagement, Tom Anderson emphasized TikTok. He highlighted how TikTok has evolved into a powerful search engine, especially for younger audiences, and how its algorithm delivers highly personalized content based on user interests and behavior. For brands looking to engage with Gen Z and Millennials, TikTok provides a platform to build brand awareness, foster community, and drive direct conversions.
In terms of the UK tourism sector, Tom Anderson acknowledged that the industry is still recovering and that this trend might continue into 2025. To drive growth, travel brands need to focus on creating more personalized, flexible offerings, and double down on digital transformation. Partnerships with influencers and leveraging social proof can also help rebuild consumer confidence in travel.
Looking ahead to the UK economy in 2025, Tom Anderson expressed cautious optimism. He noted that the next 12 months will be critical, and business leaders need to be prepared for continued uncertainty. However, he highlighted that challenges also bring opportunities, especially for businesses that remain agile, focus on innovation, and prioritize customer relationships. Investing in teams and company culture will be crucial for success in the coming year.
In conclusion, Tom Anderson emphasized that 2025 is likely to be a year of transformation for businesses across all sectors. Embracing change and being ready to experiment with new ideas and technologies will be key. At Hummingbird, they are excited about the future and ready to continue helping their clients navigate the evolving digital landscape.
