Overreliance on AI
The season of spring is a time for renewal. As marketers, we’re taking this time to reflect on the trends dominating the marketing communications landscape, ensuring they’re still benefiting our partners. In the spirit of spring cleaning, here are some marketing trends that we’re sweeping away this season.
Going Viral > Serving Your Audience
Who doesn’t want to go viral, right? In an age of media oversaturation, it can be tempting for brands to chase a massive reach. While growing your audience is great, it’s important to appeal to the community you’ve already built.
Quantity Over Quality
There’s a difference between cutting through the noise and adding to the noise. Often, brands spread themselves too thin trying to stay top of mind rather than focusing on genuinely impactful content. We try to always be mindful (pun intended) about our partners’ audiences — deciding which messages will resonate, and which will contribute to a cluttered inbox.
Copy + Paste Content
Brand cohesion across platforms is crucial to polished branding, but that doesn’t mean content should be copied and pasted across channels. Messaging and visuals should always be tailored to the platform, while still speaking to the brand’s broader identity.
Being Everywhere at Once
Trying to maintain an active presence on too many platforms can be counterproductive. Instead, identify which platforms make the most sense for your brand and its goals. We regularly audit our partners’ social media accounts to ensure all elements are cohesive and aligned with their overall strategy.
Set It and Forget It AI Ads
AI has streamlined many aspects of the communications industry, including the automation of sponsored ads. While these tools can help effectively place ads, they should never be left unattended. We monitor ads to gauge performance and pivot in real time when needed, ensuring our partners get the most bang for their buck.
Vanity Metrics Alone
Likes and views are nice, but they don’t tell the full story. To understand how engaged your audience really is, focus on metrics that show meaningful interaction. For example, with the Strip District Terminal, we focus on high intent metrics — such as the 68,000+ event responses we received on Facebook — instead of relying on vanity metrics alone.
Chasing Every Trend
Staying on top of trends is important, but not every trend is right for every brand. Identifying which trends speak to your brand identity is crucial to avoid creative burnout or looking inauthentic. We’re intentional about the trends we recommend to our partners, focusing only on those that align with their audience and values.
We get it. Cleaning up your communications strategy can be overwhelming. If you’re not sure where to start, we’re happy to help.