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Marketing can be a lot like your TikTok feed: some trends are genius, and others make you scroll right away.<\/p>\n
As we look back on 2024, we asked CMOs and other top marketers what they believe to be the most overrated trends in marketing today. Whether it\u2019s inauthentic celebrity endorsements or ad-tech buzzwords like \u201ccuration,\u201d they didn\u2019t hold back.<\/p>\n
Here are some of their answers.<\/p>\n
So-so celebrity endorsements<\/h2>\n
Stephanie Perdue, VP of marketing, Chipotle: <\/strong>Traditional celebrity endorsements without an authentic narrative\u2026The best celebrity endorsements are rooted in authentic fandom. We only work with creators and celebrities that are true brand superfans with a public history of loving Chipotle. Consumers are savvy and can tell when celebrity spokespeople are not authentic users of the brands they are promoting.<\/p>\nHalf-hearted brand activism<\/h2>\n
Selby Drummond, CMO, Bumble:<\/strong> When brands align with causes their audience cares about, it can build deeper trust and a true connection. But when brand activism lacks real substance, it comes across as performative and can quickly lose credibility. Especially for Gen Z, authenticity matters more than ever\u2014well-meaning words and hashtags alone won\u2019t earn trust.<\/p>\nOutdated creator partnerships<\/h2>\n
Catherine Ferdon, CMO, Cash App: <\/strong>We know that partnering with creators is effective when done right, but brands should be wary of leaning only on A-list, high-follower count brand ambassadors and assuming they\u2019ll have mass appeal and meet each of their target audiences. With audiences\u2019 increasingly limited attention, brands need to dig deep, do the research, and identify the right voices to connect with their customer base, regardless of broader notoriety. Consumers are far more likely to relate to what you\u2019re marketing when the conduit has an authentic connection to your overall ethos.<\/p>\nManu Orssaud, CMO, Duolingo:<\/strong> The traditional influencer marketing model\u2014where brands contract influencers and creators to \u201csell\u201d their products\u2014is no longer that relevant. Instead, brands should embrace the creator model at the core of their marketing team and structure, shifting their internal focus to behave like a creator and investing in talent that can help build their brand with that creator approach in mind.<\/p>\n\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
Wanda Gierhart Fearing, chief content and marketing officer, Cinemark: <\/strong>Influencers come to mind as an area that everyone knows is important in a comprehensive marketing plan, but not every company understands how to activate them properly. They can quickly become white noise in the saturated market unless utilized strategically in a way that organically fits into and elevates your brand.<\/p>\nPerformance marketing<\/h2>\n
Andy Judd, CMO, Poppi: <\/strong>Performance Marketing. There\u2019s a reason ROAS is a four-letter word. It lies about incrementality.<\/p>\nAI-generated creative and product images<\/h2>\n
Libby Strachan, director of brand marketing, Free People: <\/strong>I am really curious about AI in terms of fashion brands. I\u2019m seeing a lot of vendors pop up now where they can create AI-generated images of models and clothing, and I still think that we\u2019re going to be relying on traditional models and traditional shoot tactics to accomplish what we need.<\/p>\nMichael J. Miraflor, founder and independent consultant at Third City:<\/strong> Artificial intelligence is amazing and will continue to disrupt our industry, but I lose my mind whenever I see AI-generated creative work that is touted as being a leading indicator of our creative future. Generative AI is getting there very quickly, but it\u2019s not quite there yet, and we should be honest about the quality of the output (better than average but not great!) vs. the amount of trade press that it currently gets.<\/p>\nCuration and identity in ad tech<\/h2>\n
Shiv Gupta, founder, U of Digital:<\/strong> This curation stuff is silly\u2026A lot of the things that we talk about in the [ad tech] echo chamber are overhyped\u2026Idenitity is overhyped; it\u2019s quieted down. People care less.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Marketing can be a lot like your TikTok feed: some trends are genius, and others make you scroll right away. As we look back on 2024, we asked CMOs and other top marketers what they believe to be the most overrated trends in marketing today. Whether it\u2019s inauthentic celebrity endorsements or ad-tech buzzwords like \u201ccuration,\u201d […]<\/p>\n","protected":false},"author":1,"featured_media":21815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21814","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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