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ndemic has accelerated the adoption of virtual events and meetings, with 75% of professionals preferring virtual events post-pandemic (Source: Eventbrite, 2021). • The global digital advertising market is projected to grow 12% annually from 2022 to 2025, driven by the rise of mobile devices and social media (Source: Gartner, 2022). • E-bikes are gaining popularity, with global sales expected to reach 49 million units by 2025, driven by environmental concerns and changing consumer habits (Source: ResearchAndMarkets, 2022). • The global gaming market is projected to reach $190 billion by 2025, driven by the rise of cloud gaming and cross-platform play (Source: Grand View Research, 2022). • Blockchain technology is being adopted across industries, with 80% of enterprises planning to use blockchain by 2025, driven by increased security and transparency concerns (Source: IBM... 2022).
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.
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
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
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
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