In this episode of "YouShouldTalkTo," our host Daniel Weiner chats with Robert Dimson, Associate Vice President of Product Marketing at Cox Automotive, Inc. We are a quarter of the way into the new year, and 2025 has still proven to be a bit more unstable than we’d like it to be. Consumer spending is still down, the idea of a recession is still looming, and it’s getting harder and harder to get social media content to stand out. Luckily, Robert has decades of experience in the marketing industry and is on the show this week to share what he's learned.

As a matter of fact, Robert worked with Toys “R” Us back in its heyday. He moved on to another opportunity before things took a turn for the worst, but he says in hindsight that he could see the end was near. The company was missing key trends in consumer spending that they could have taken seriously. But instead of shifting their strategy, they waited too long to adjust, and it proved to be to their detriment.

Another trend to look out for is a change in copywriting strategies. Robert’s noticing that companies are pivoting from B2B copy to just P2P - People to People. That distance that we used to keep between each other is getting smaller and smaller. It’s much more effective to speak to the person rather than the role they play. That of course, doesn’t mean that every ad has to be a tear-jerker! But connecting with people on a human level goes a long way.

Tune into Dimson’s episode to hear more about the current trends and strategies that you can use to stand out in 2025.

Guest-at-a-Glance

💡 Name: Robert Dimson, Associate Vice President of Product Marketing at Cox Automotive, Inc.

💡 Where to find them: LinkedIn

Key Insights

Keep an Eye on Trends

Not every trend is here to stay, but when they are, it’s time to readjust your strategy. Toys “R” Us was a huge success back in its heyday, but because they were so big, they didn’t notice a major change in consumer spending until it was too late. Robert’s advice? Don’t be afraid to pivot.

Officially People to People

There’s a shift in how companies are leveraging their copy, and you’re gonna want to pay attention to this. Companies are pivoting from B2B copy to just P2P - people to people. Next time you're working on a campaign, try writing to the person and not the business. You could make a better impression that way.

Be Aggressive

Marketers have been pumping the brakes for far too long. Trying to play it safe every time is creating a sea of sameness, because now everyone’s trying to play it safe. Push the envelope and put your trust in something fun and interesting. It’ll help you stand out with your customers.