There are plenty of “experts” to tell you what’s hot and what’s not. Here’s a dirty little secret between us: They don’t really know.
Once a campaign is out in the wild, the public’s reaction is ultimately what determines its success. In marketing, the thing you assumed would be a surefire hit, could land like a dead fish. While the tiny campaign you figured would be little more than a whisper in the wind, might end up buying some executive a second home in Boca.
Finding what works can often turn into following the latest marketing treads and attempting to chase success. Imitation is not only the highest form of flattery, it’s also a marketing director’s first option. “Company X did this thing, and it worked, so we should too… right?”
Not really.
2024 introduced a few treads that’ll stick around like that glue they use on barcode stickers. Other treads should be left behind, like that Member’s Only jacket or full-priced looter shooters. Looking at you, PlayStation!
Intrusive Advertising
What It Is: Overwhelming Your Audience With Ads They Didn’t Ask For
Intrusive advertising is the marketing equivalent of an in-law that won’t stop texting you about their latest multilevel marketing scam business. Think pop-ups, autoplay videos, and those invasive ads that interrupt the user’s experience. These days, especially when there’s already a premium on privacy, these are the types of tactics sure to get a reaction from your customers, like “unsubscribe,” “delete,” or “block user.”
Try This Instead: Personalized Content
If people have to see ads, and they do because those second homes aren’t going to buy themselves, they prefer the ones that feel crafted for them. People don’t want ads pushed on them like they’re toddlers being forced fed vegetables. A more personalized ad, with relevant content, can feel more like an invitation than an intrusion. This starts by taking time to truly understand your audience’s needs and interests, and deliver content that feels natural and meaningful.
Will these ads take more time and cost more money? Yes. That may not matter if they’re more effective.
Disruptive Ads
What It Is: Ads That Interrupt and Distract
There’s a thin line between love and hate, and an even thinner line between “disruptive” and “annoying.” Ads that lean more on shock value or aggressive tactics could cost more customers than they attract. The right kind of “disruptive” should be memorable, or it may be offensive or, worse, downright confusing. And if there’s a chance your ad leaves people scratching their heads or demanding an apology, it’s time to rethink your strategy.
Try This Instead: Ads That Communicate Value Instantly
The most successful ads are typically going to be the ones that viewers can understand immediately. It should be loved at first sight. The best ads are clear and concise. Instead of trying to shock or distract, look to create ads that communicate your brand’s value in a way that’s simple and memorable.
One-Size-Fits-All Approach
What It Is: Assuming All Audiences Respond the Same Way
Marketing is not, and has even been, a one-size-fits-all industry. Despite how obvious that might seem, some marketing directors act like dads on a road trip, continually looking for a shortcut. A generic approach dilutes your message, making it difficult to resonate with any specific group. That’s how you end up with the chicken tenders of ads. Something that no one really hates, but also nothing no one ever loves. And absolutely nobody remembers.
Try This Instead: Tailor Your Content to Stand Out
Again, people gravitate toward content that feels tailored to them. Creating distinctive content for each segment of your audience shows that you actually understand their needs and preferences. Now, this doesn’t mean overhauling your message for every single person. Think about refining your content so that different groups can feel a more unique connection with your brand.
Paid Media Strategies Tied to Specific Products
What It Is: Betting It All on the Product of the Moment
When promoting a specific product, brands can feel like they have to go all in. Blowing the whole budget on your hot new thing can backfire, especially if your supply chains have a few kinks. If that once hot product suddenly becomes hard to find, it could lose its appeal. That means your carefully crafted campaign has all the effectiveness of screen doors on submarines.
Try This Instead: Focus on Evergreen Content and Alternative Offerings
Instead of putting all your marketing dollars behind a single product, think about developing content that highlights your brand as a whole or showcases a wider range of products. Evergreen content can remain relevant over a much longer period of time, helping generate steady interest even when specific products aren’t in stock.
Producing Too Much Content
What It Is: Churning out Content Just for the Sake of It
If you spend a little time on social media, and we know you do, you could wind up thinking the best way to market is a more is better appropriation. Flooding your channels with mediocre content can actually dilute your brand’s impact. (Remember that when you start using AI on social.)
Try This Instead: Prioritize Quality Over Quantity
For 2025, it’s no longer about the amount of content you produce—it’s about producing the right content. Get focused on creating fewer pieces that genuinely resonate with your audience, providing value and insight rather than filler. Quality content is more likely to engage, inspire, and convert your audience than a flood of forgettable posts.
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