Marketing: What not to do in 2025 (and what trends to adopt)

At this time of year you’ll read lots of articles about marketing trends for 2025 and what communication tactics to use next year. However, there are times when it’s more efficient to stop doing certain actions than to adopt new ones, so it’s just as important to know what not to do as what to do. There are, in fact, mistakes that can be fatal to your image and, even if you implement trends, they may not save you.

Before we start, it’s important to understand that marketing isn’t like “one-size-fits-all jackets”. There are too many nuances in each brand and endless tactics, especially in the digital sphere. Even so, there are marketing mistakes common to most services, so today we’ll tell you about them what not to do in their marketing strategies in 2025, before taking the next step.

Print All

Think about it: when was the last time you picked up a flyer and ordered products from that company? You probably can’t even remember the last time you did! Print advertising used to reach a large audience. Nowadays, however, it’s preferable to reach a smaller group, but one that is really interested in what you have to say.

On the other hand, in a world that’s increasingly concerned about the environment, being the kind of company that’s always stuffing your mailbox with ads isn’t going to reflect well on you…

If you have material to communicate, publish it on your website and social networks, we guarantee it will be read!

Mass advertising

Unfortunately, we often hear clients say that they spend money every month on paid advertising to get more likes and clicks, but they don’t do it strategically or analyze the results. We’re sorry, but targeting the whole country and a huge list of keywords will only serve to lose you money, whether on Google, Instagram, Facebook or any other channel.

By now you should be collecting data from your customers and using it to segment target audiences, impacting audiences similar to those that interact with your company.

Related: Marketing Automation

General Campaigns

Another big marketing mistake for 2025, which in time will be fatal for your business, is to generalize the content you send. It’s no longer enough to start a newsletter with just the recipient’s first name. All your email marketing campaigns must be personalized according to your customer’s tastes and actions.

Think of the following example: why should Mr. António receive an email about comb promotions if he is bald? Perhaps the lack of sensitivity will make him so angry that he will unsubscribe and never buy shower gel from the brand again.

Related: How to Use Email Marketing

Outdated website

When someone enters a website and the last publication is more than a year old, they drastically reduce the chance of interacting with it because they will think that the company is no longer active.

If your website is not updated frequently, it will drop down the search engine rankings and be less attractive to customers

Think of the website as a working tool: it has to be maintained to be relevant to search engines and it has to have content with the aim of informing (potential customers), entertaining and delighting (current customers).

Surface Videos

A Dissolve created one of our favorite videos everthis is a generic video that says a lot, but doesn’t really say anything.

With so much content to watch, on so many different platforms, publishing uninteresting videos will make your brand uninteresting.

Videos are key elements in attracting, informing and entertaining audiences. What’s more, they are part of the “algorithm requirements” of various channels, such as Instagram.

A Social Shepherd has gathered 30 statistics on video marketing that will surprise you:

“78% of marketers assume that videos have a direct impact on sales and 86% say that videos have increased traffic to their websites.”

Marketing aside

Marketing is much more than promoting products and keeping customers happy. So it’s important to understand that there is no type of company that doesn’t need marketingno matter how many customers it has.

Similarly, treating marketing as a separate department is a mistake you don’t want to make in 2025. Sales, customer service and human resources are departments that should be in direct contact with marketing teams, whether internal or external. Why should they?

To create a seamless sales experience for the customer and maximize what can be sold, now or in the future…

Exclusive preoccupation with sales

A brand that only sells and doesn’t care about what the consumer says and feels will be jeopardizing its future in 2025 and beyond.

Values, communication and identity are an integral part of the statement of the brand. When buying, consumers will project that same statementthat says a lot more than the product they’re using.