14/07/2026
There are a few things we disagree with in modern marketing! ⬇️
Here are five beliefs we think marketers should challenge:
❌ “You need to be on every platform.”
No, you don’t.
A good marketing strategy isn’t about being everywhere. It’s about being in the right places, reaching the right people, with the right message.
A focused strategy will always outperform spreading yourself too thin.
❌ “More content means better marketing.”
Again, no.
Publishing more frequently won’t fix a lack of direction.
Before asking what should we create?, we need to ask:
• Who are we trying to reach?
• What do they need from us?
• How does our activity support our wider objectives?
❌ “AI will save your marketing.”
AI is an incredible tool, and it has changed how many of us work.
But it cannot replace strategic thinking.
If you don’t understand your audience, positioning or goals, AI will simply help you create ineffective marketing faster.
❌ “The customer journey is a straight line.”
It never has been!
People discover brands, research, compare options, leave, come back and make decisions in ways we can’t always predict.
The best marketers understand that complexity and the 'messy middle' rather than trying to force customers into a perfect funnel.
❌ “You should always chase the latest trend.”
Not every new platform, feature or trend deserves your attention.
The marketing landscape will continue to evolve, but strategy should always come before tactics.
The tools have changed, but the foundations of great marketing remain the same: understanding your audience and creating value.
What’s a modern marketing belief that you disagree with?
