16 Big Trends In Marketing That May Soon Be On Their Way Out

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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.
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.
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.
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.
5. Canned AI Voiceovers.  The overuse of canned AI voices is already being played out. Brands will need to get more strategic to capture attention. The current use of voiceover AI to sustain another six months in any effective way is not expected. If you sound like everyone else, you are instantly forgettable.
6. Excessive Gamification.  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.
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.
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.

The other trends in Marketing that may soon be on their way out are:

Dependence On Short-Form Videos

Vanity Metrics

AI-generated “user-generated content

Using Micro-Influencers For Product Promotion

Making Unsubstantiated Claims With Empty Buzzwords

Chasing Virality By Jumping On Trends

Relying Primarily On Earned Media For PR

Default Opt-In For Data Collection And Sharing

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