Sourced from Forbes
Marketing strategies rooted in fleeting digital trends can become obsolete faster than companies can adapt their long-term brand narratives. Rapid evolutions in consumer attention spans, technological platforms and social media algorithms mean that today’s cutting-edge marketing approaches could be considered passé within months, potentially wasting significant creative and financial resources.
Smart marketers prioritize building authentic, adaptable brand identities that transcend momentary trends. Here, members of Forbes Agency Council share some current trends that marketers should think twice about before investing in. As their insights below illustrate, although such approaches might grab attention in the short term, brands that prioritize core values, genuine customer relationships and flexible communication strategies over the latest trends can pivot more quickly while maintaining consistent messaging.
1. Performance Marketing As A Solo Tactic
We’ve seen marketing tactics be touted as taking over at first; yet TV never displaced radio, and direct mail didn’t supplant all else. Performance marketing as a solo, focused activity has shown many limitations: brand deterioration, lack of transparency and a poor alignment with a client’s creative needs. It’s destined to remain viable only as part of a balanced approach, along with many other marketing tactics. – Ellis Verdi, DeVito/Verdi
2. Overreliance On Artificial Intelligence
If only artificial intelligence had a heart. While generative AI boosts efficiency, it lacks the ability to create sentient connections, a crucial element in driving consumer affinity and loyalty. Research shows emotionally connected customers are 52% more valuable, driving higher long-term growth and brand advocacy. Brands must balance AI’s speed with genuine emotional engagement to create lasting impact and empathetic connections. – Thomas Zawacki, Data Axle
3. Third-Party Data Tracking
Highly targeted advertising based on tracking people online is under threat from both legislation and the need for the largest online companies to protect their brands. Marketers need to accept that the availability of third-party tracking data is going to decrease dramatically and find other ways to target an audience—for example, by advertising around relevant content. – Mike Maynard, Napier Partnership Limited
4. Branded NFTs
One recent marketing trend unlikely to stand the test of time is branded nonfungible tokens. While blockchain and digital collectibles still have potential, people quickly lost interest in paying for digital images with limited utility and without long-term value. Also, when royalties on sales were removed, the revenue for brands disappeared, which led to marketing budget cuts for NFT promotions. – David Ispiryan, Effeect
5. Canned AI Voiceovers
The overuse of canned AI voices is already being played out. I’m a huge proponent of AI tech, but not of using the same AI voiceover tech heard in every other Short and Reel. Brands will need to get more strategic to capture attention. I don’t expect the current use of voiceover AI to sustain another six months in any effective way. If you sound like everyone else, you are instantly forgettable. – Bernard May, National Positions
6. Excessive Gamification
I believe the trend of excessive gamification in marketing won’t last. While things like awarding loyalty points for doing simple tasks or social media challenges can spark interest, they often feel gimmicky. As brands aim for authenticity, the focus will likely shift toward meaningful interactions that build trust and loyalty rather than just playing games for rewards. – Ajay Prasad, GMR Web Team
7. The Creator Economy And Influencers
A lot of today’s content creators are not making money, and a bubble is forming where everyone is trying to reach a stage where it’s profitable. This is leading to a lot of shallow and formulaic content, and the creator’s role is more that of a reformatter. Creativity is being lost and influence is fading as people crave realness. – Dean Seddon, Maverrik
8. Prioritizing Real-Time Measurability Over Effectiveness
The trend of prioritizing real-time measurability over strategy effectiveness is fading. Marketers have been driven to the middle. Brand distinction and loyalty have deteriorated. The digital revolution elevated tactics focused on tracking, not holistic efficacy. We’re now seeing a shift back to creativity and unique strategies that build customer lifetime value, rather than short-term wins just to justify budgets to a CFO. – Shanna Apitz, Hunt Adkins
9. Dependence On Short-Form Videos
A digital marketing trend that may not stand the test of time is the overreliance on short-form videos like TikToks and Instagram Reels. While engaging, these videos risk overwhelming users and often lack the depth needed to convey complex information. Their success also heavily depends on changing algorithms, making them less reliable for long-term strategies. – Bahram Moshrefnoory, Rizer Technology Solutions
10. Vanity Metrics
Vanity metrics dazzle but deceive. While high follower counts and viral posts create buzz, they often fail to drive revenue or customer loyalty. Savvy executives focus on actionable metrics like customer lifetime value and conversion rates. In today’s data-driven landscape, distinguishing between hype and genuine performance is crucial for sustainable growth. – Amy Packard Berry, Sparkpr
11. AI-Generated ‘UGC’
One trend that won’t last is AI-generated “user-generated content.” Many companies now use AI to mimic real people in ads and content. While it may seem innovative at first, there will be an eventual pushback against this as people increasingly start to realize they’re being sold something by a completely fake person. Consumers value authenticity and relatability, so eventually, content from influencers—real people—will replace AI UGC. – Austin Irabor, NETFLY
12. Using Micro-Influencers For Product Promotion
One current marketing trend that may not endure is the heavy reliance on micro-influencers for product promotion. There are three reasons for this: 1. market oversaturation, 2. increasing regulatory scrutiny of sponsored content disclosures, and 3. “influencer fatigue” among younger generations. Instead, we’ll see a shift toward community-driven marketing, where brands foster engagement through quality storytelling. – Megan Cunningham, Magnet Media, Inc.
13. Making Unsubstantiated Claims With Empty Buzzwords
The trend of relying on empty buzzwords—like “revolutionary” or “game changing”—without backing them up with substantive benefits is wearing thin. Overhype risks creating a disconnect between the brand and its audience, resulting in a backlash that undermines long-term customer loyalty and brand reputation. – Goran Paun, ArtVersion
14. Chasing Virality By Jumping On Trends
Building a brand on social media by just doing whatever is trending is on the decline. I see consumers shifting to advocacy of brands that are authentically themselves, despite the brands not jumping on every trend for virality’s sake. I also see more influencers creating less trending content that isn’t on brand for them to instil more and deeper trust in their audience. – Tony Pec, Y Not You Media
15. Relying Primarily On Earned Media For PR
Relying on earned media as a primary public relations tactic won’t last. While earned media is highly valuable, PR extends beyond earned media coverage to encompass strategic communication, thought leadership and content marketing. Brands that leverage PR for broader strategies, including reputation management, speaking engagements and awards, will see more sustainable, long-term success. – Jason Mudd, Axia Public Relations
16. Default Opt-In For Data Collection And Sharing
Default opt-in for data collection and sharing is unlikely to endure as a marketing trend. Growing privacy concerns, regulations like the European Union’s General Data Protection Regulation, and increasing consumer awareness are driving a shift toward more user control. As consumers demand greater control over their personal information, the future lies in privacy-first approaches with clear opt-in processes and robust data-protection measures. – Alex Yastrebenetsky, InfoTrust
Feature Image Credit: Getty