A new year is the perfect time to step back and re-examine assumptions guiding your organization’s marketing strategy. Here are four outdated mindsets to ditch NOW so your brand can stay competitive — and authentic — in 2025.
1) Ignoring AI in Marketing
What’s the Old Mindset?
“AI is still a novelty, not a necessity.”
Why it’s a Problem
AI tools like ChatGPT have totally changed the way content is created and optimized in less than a year. Many marketers have been secretly experimenting with these tools, and without an AI content policy in place, your team might be sending mixed messages or even facing ethical dilemmas. Ignoring AI isn’t an option anymore—it’s becoming a standard tool in everyday marketing.
What to Do Instead
Define Your Policy: Establish guidelines for when and how AI should be used within your team. This will create consistency and protect your brand.
Train Your Team: Provide education on AI tools to help your team understand how they can enhance productivity while maintaining creativity.
Use AI Strategically: Think beyond content generation. AI can help with data analysis, campaign optimization and more.
2) Overlooking the Power of Micro-Influencers
What’s the Old Mindset?
“Partner with large influencers to maximize brand visibility.”
Why it’s a Problem
Oversaturation and skeptical audiences have led to diminishing returns for partnerships with high-profile influencers. Large followings don’t guarantee meaningful engagement and inauthentic collaborations can cause more harm than good.
What to Do Instead
Invest in Micro-Influencers: These niche creators usually have smaller audiences, larger engagement rates and lower price tags. Locally, we’ve seen micro-influencers deliver impressive results.
Build Strategic Partnerships: Instead of viewing micro-influencers as one-time collaborators, consider them extensions of your brand. Long-term partnerships allow influencers to naturally integrate your product or service into their lifestyle and content.
Track Actionable Metrics: Beyond vanity metrics, track KPIs like web traffic, customer acquisition cost or the impact of influencers on first-time and repeat purchases. If a partnership increases email sign-ups that lead to loyal customers, it shows lasting value that impressions alone can’t reveal.
3) Playing It Too Safe
What’s the Old Mindset?
“Stay in your lane, don’t take any risks and avoid posting content that might not resonate with everyone.”
Why it’s a Problem
Brands that play it too safe often fade into the background. Consumers feel more connected to brands with a strong, relatable personality. If you’re watering down your voice, you’ll have trouble forming a real connection with your audience.
What to Do Instead
Experiment (Within Reason): In 2025, more and more brands are stepping beyond their comfort zones instead of clinging to the status quo. If your brand’s personality is still lurking on the sidelines, you’re missing out on building real connections with the people who matter most — and on reflecting the values that set your company apart.
Embrace Some Flexibility: Best practices exist for a reason, but they’re not one-size-fits-all. For example, Patagonia’s “Don’t Buy This Jacket” campaign challenged traditional advertising norms by encouraging consumers to buy less. This move resonated with their environmentally conscious audience and drove revenue growth, proving that breaking the mold can bring strong results.
4) Disregarding the Value of First-Party Data
What’s the Old Mindset?
“We can always buy or scrape the data we need.”
Why it’s a Problem
Third-party cookies are increasingly restricted, and privacy regulations keep tightening. If you’re depending on generic or outdated third-party data, you’re missing out on accurate, real-time insights about your users. In fact, 83% of advertisers say they are shifting to first-party data to personalize experiences and drive customer loyalty.
What to Do Instead
Gather Data Directly: Encourage newsletter sign-ups, use preference centers and leverage customer feedback surveys to understand who your audience really is.
Invest in a Robust CRM: Organize and segment first-party data so your marketing and sales teams can act on it seamlessly.
Respect Privacy: Being transparent about how you collect and use data builds trust. A loyal audience is more willing to share information.
It’s easy to fall back on habits that feel comfortable…but challenge your marketers to determine whether they’re leading to real results. By focusing on meaningful engagement, bold creativity and smarter strategies, your brand will be better positioned to connect with audiences and navigate the marketing landscape in 2025.
