The new year is already shaping up to be the time when playing it safe is no longer an option. The seismic shifts of 2023 and 2024—marked by numerous new marketing trends such as artificial intelligence integration, rapidly evolving consumer behaviors and a new wave of data privacy expectations—are making certain once-reliable strategies obsolete.

So, which marketing tactics need to be left behind for good? To thrive in 2025, brands and marketers must be prepared to abandon outdated habits and embrace bold, emotionally charged, and forward-thinking approaches that genuinely resonate. If you want to establish deep-rooted relationships that will keep your brand ahead of the competition, it’s time to rethink everything you thought you knew about what works.

Marketing silos

In the past, brands often operated in marketing silos, with different teams focusing on separate channels, leading to inconsistent messaging and fragmented brand experiences. But this tactic, which has struggled to produce coherent brand narratives, is finally reaching its breaking point. In 2025, brands need to shift their focus to prioritize an integrated marketing strategy that delivers cohesive brand awareness across channels and is designed to achieve the same higher-order objective.

What does that look like in practice? It’s simple: Align every piece of your marketing mix to reinforce your brand’s core values or demonstrate a deep understanding of your audience’s needs. A social post, a brand activation, and a piece of content should all work together to tell a larger, more meaningful story that ultimately becomes the foundation for the relationship between your brand and that audience. Consumers expect more thoughtful, authentic engagement across platforms, and ditching siloed tactics for a truly integrated approach will make your brand more adaptable and memorable in a competitive market.

Playing it safe

It’s tempting for brands to stay neutral and stick with “safe” messaging, but in 2025, deadpan, vanilla marketing will be a death knell. Consumers are looking for brands that make them feel something—whether it’s laughter, excitement, or even a bit of controversy. Emotional marketing triggers, from humor to nostalgia, can be deeply effective in establishing long-term consumer relationships.

Too often, brands have been afraid to show personality for fear of alienating some audiences. But the truth is, in today’s crowded landscape, a brand that stands for nothing becomes forgettable. By tapping into emotional intelligence (EQ) and curating bold, polarizing ideas, you can create a compelling brand experience that fosters genuine interest and long-term loyalty.

Cookie-based tracking

As data privacy regulations continue to evolve and the death of third-party cookies potentially looms, relying on cookie-based tracking has become a losing game. Consumers are more privacy-conscious than ever, and governments are enacting stringent policies to protect that. Yet, many brands are still leaning heavily on cookie-based targeting, even as the foundations of that strategy crumble beneath them.

Rather than relying on outdated methods, brands should focus on earning first-party data by creating genuine value for consumers. When people feel understood and see their needs reflected in a brand’s actions, they’re more willing to share their information. This value exchange not only builds trust but also pushes marketers to prioritize consumer needs over brand goals—shifting the focus where it belongs.

AI instead of human creativity

AI supports creativity but cannot replace the human touch needed for compelling experiences.

AI has transformed marketing, offering tools that streamline workflows and enhance efficiency. In 2025, using AI will be the baseline expectation—but how you use it will set you apart. Instead of seeing AI as a replacement for creativity, brands should use it to amplify the ingenuity of their teams, supporting them in crafting more impactful experiences.

Take experiential marketing, for example. While AI can analyze data, predict trends and be incorporated into an activation to elevate the user experience, total reliance doesn’t guarantee flawless execution in real-world scenarios. Think of self-driving cars: the technology may excel in controlled environments, but in the unpredictable reality of the road, human judgment remains indispensable. The same principle applies here—AI can guide strategy and execution, but the heart of a truly memorable experience is human creativity.

Organic social alone

The focus on organic social has declined as platform algorithms continue to prioritize paid and user-generated content. Brands that still believe in the power of organic social alone are at risk of becoming invisible. Without investment in paid efforts and a clear media mix strategy, organic posts simply won’t reach enough people to make an impact.

However, that doesn’t mean organic social should be abandoned entirely. It works best when integrated into a broader strategy that drives traffic and engagement through paid content and community-building initiatives. In 2025, a balanced approach that incorporates both paid strategies and authentic community engagement will be key.

To thrive in this evolving landscape, brands must adopt a forward-thinking mindset. By leaving outdated strategies in 2024 and embracing bold, consumer-centric marketing, brands can stay ahead of the curve and build lasting, meaningful connections in the new year.