Here’s what we’ve learned.
Twelve years ago, Cross Productions was born into a marketing world that looked vastly different from today. Back then, Facebook ruled the digital roost, print ads were still in full swing, and words like “algorithm” and “hybrid event” were barely uttered outside of tech circles.
Fast forward to today, and we’ve not just survived the seismic shifts in the industry, we’ve thrived in them.
As this year has marked our 12th year in business, we’re taking a look back at the biggest transformations in marketing we’ve witnessed, with a nod to how far we – and the whole industry – have come.
1. The rise of social media
Then: Facebook pages were the crown jewel of a business’s digital presence, and posting once a week was considered “active.”
Now: It’s a fast-paced, multi-platform world. Instagram reels, TikTok trends, LinkedIn thought leadership, and paid ads are all part of a strategic social mix. We’ve evolved from casual posters to savvy content curators.
2. Content is King (and Queen)
Then: A blog post every few months and the occasional flyer were enough to tick the “content” box.
Now: Content is our currency. Daily storytelling, authentic brand voice, SEO-optimised blogs, infographics, and video series drive engagement. It’s no longer about the hard sell, it’s about creating value.
3. Data-driven everything
Then: “Let’s see what works” was often the approach. Strategy was guided by instinct and anecdotal feedback.
Now: We track, measure, and analyse everything. From Google Analytics to CRM insights, data helps us make smarter, more effective decisions. Marketing today is part science, part art.
4. Mobile first
Then: Websites were built for desktops, and mobile versions were an afterthought (if they existed at all).
Now: If it doesn’t work on mobile, it doesn’t work. We design for fingers before we design for clicks. Short-form content, swipeable stories, and mobile-friendly design are standard.
5. The power of video
Then: Video content was expensive, time-consuming, and reserved for big campaigns or TV ads.
Now: Everyone’s a content creator, and video is everywhere. From TikToks to YouTube explainers and Instagram Lives, video is the fastest-growing way to communicate and connect. And user generated content is what most brands are after.
6. Changing consumer expectations
Then: A catchy slogan and a discount code could win hearts.
Now: Today’s audiences want more. They want more transparency, more authenticity, and more meaning. Brands are expected to take a stand, tell real stories, and show the human side behind the product or service.
7. The boom of e-commerce
Then: Online shopping was convenient but secondary.
Now: It’s everything. Digital storefronts, online customer journeys, and seamless purchase paths are now marketing must-haves. The pandemic only pushed the pedal harder.
8. AI and automation
Then: “Automation” meant scheduling a Facebook post or setting up an email autoresponder.
Now: With tools like chatbots, predictive analytics, and AI-generated content, we’re working smarter, not harder. It’s like having an extra pair of digital hands on every campaign.
9. Pandemic-driven innovations
Then: The playbook was set: annual plans, seasonal campaigns, face-to-face networking.
Now: Agility is everything. The pandemic forced us (and our clients) to reimagine strategy overnight. What emerged was a wave of creativity, resilience, and digital innovation that continues to define the way we work today.
From a team armed with a few social media accounts and a passion for storytelling, to a full-service agency navigating the cutting edge of marketing, we’ve come a long way.
We’re proud to have played our part in shaping marketing in the East Midlands and beyond. Here’s to the next 12 years of bold ideas, meaningful campaigns, and making messages matter.
