2024 Marketing Trends on the Naughty List: A Cautionary Tale

As the festive season approaches, the team at Toast Towers are reflecting on the year and looking ahead to what will spark the most engagement and sales in 2025. But just as the "nice" list is reserved for good behaviour, some marketing trends have earned a spot on the naughty list this year. These trends promised to light up our marketing strategies, but instead, they’ve left brands with a lump of coal in their stocking.

In this festive cautionary tale, we’ll explore the marketing trends from 2024 that failed to live up to the hype, and why these strategies should be avoided in the New Year. So, grab a brew (Baileys optional - other brands are available) and settle in… it's time to unwrap this year’s marketing mishaps!

1. Hyper-Personalisation: A Little Too Close for Comfort?

Nothing says “Merry Christmas” like a personalised gift, right? Well, marketers thought the same about hyper-personalisation, using AI to craft tailored experiences that follow every move a customer makes. In theory, this should lead to more engagement, but in reality, it’s ended up on the naughty list for crossing the line into creepy territory.

While customers appreciate the personal touch, many feel overwhelmed by the constant barrage of “tailored” recommendations. With brands using an overwhelming amount of data, customers begin to feel like their every click is being watched… like an overzealous elf trying too hard to get on their good side. Rather than feeling special, many feel this type of communication has become invasive.

Takeaway: Personalisation is great, but marketers should tread lightly. Think of it as a thoughtful gift, not one that’s so over-the-top it feels like a nosy relative reading your diary. Respect privacy and ensure your messages feel genuinely relevant, not unnervingly accurate.

2. Influencer Marketing: From Jolly to Jaded

In past years, influencer marketing was like finding the perfect gift under the tree. It brought excitement to products and services and boosted sales. But in 2024, influencer partnerships began to feel more like the kind of generic gift you return for a gift voucher (...or is that just us?). Overcommercialised and lacking authenticity, influencer marketing started to lose its sparkle.

Customers noticed that influencers were promoting products they didn’t truly care about or have meaningful connections with, which made their recommendations feel unauthentic. Many influencers jumped on every paid gig, regardless of how well it aligned with their brand or the values of their followers, and that left audiences feeling disillusioned.

Takeaway: Authenticity is the gift that keeps on giving. In 2025, brands need to partner with influencers who genuinely share their values, not just the ones with the biggest followings. If it doesn’t feel authentic, it won’t land under the tree in your customer’s hearts.

3. AI-Generated Content That’s All Tinsel, No Substance

In 2024, AI-generated content seemed like a dream come true for many businesses: fast, efficient, and scalable. But, just like a pile of wrapping paper that’s all glitter and no gift, AI content fell short when used incorrectly to augment human ideas. While it helped marketers churn out blog posts, product descriptions and social media updates in record time, it lacked the creative spark that resonates and connects with real people.

Customers noticed that AI-driven content was often flat and impersonal, like a Christmas card with no heartfelt message. When brands relied too much on automation, their content felt robotic and disconnected, leading to lower engagement and a sense of detachment.

Takeaway: AI is helpful in content creation, but it’s not a replacement for human creativity. Marketers should use AI for efficiency, but not at the expense of authenticity and emotional connection. After all, who wants a robotic holiday greeting?

4. Sustainability Claims Without the Holiday Spirit

The environment has been top of mind for customers, especially during the holidays when sustainability is often on their wish lists. Many brands jumped on the green bandwagon in 2024, offering eco-friendly and sustainable initiatives. But, much like the holiday season's overhyped gift that falls apart on Christmas morning, some of these claims didn’t hold up.

Greenwashing, where brands claim to be environmentally friendly without taking real action, was rampant. Customers were quick to spot the difference between genuine sustainability efforts and marketing ploys designed to profit off the eco-conscious trend. In a year when customers were looking for transparency, many brands were caught in a tangle of holiday lights, unable to prove their claims were anything more than seasonal cheer.

Takeaway: Don’t promise what you can’t deliver. Sustainability needs to be more than a gimmick, it should be embedded into the core of your business practices. Real change, real impact, and real transparency are what customers expect.

5. The Metaverse: A Virtual Wonderland That’s Fallen Flat

The metaverse was supposed to be the "next big thing" in marketing. Virtual shops, digital gifts, and online events sounded like perfect ways to reach tech-savvy customers. But instead of feeling like an exciting new frontier, many of these metaverse initiatives ended up like an awkward holiday party with no guests.

Despite the hype, the technology was still clunky, and users often found themselves in poorly executed virtual spaces. The novelty quickly wore off, and many brands that invested heavily in the metaverse were left wondering if they’d just bought a one-way ticket to a virtual ghost town.

Takeaway: While the metaverse may hold promise for the future, don’t put all your eggs in this basket just yet. Test the waters carefully and understand your audience’s willingness to engage in virtual spaces before going all-in.

6. Chasing Quick Wins Over Long-Term Relationships

As we wrap up the year, one of the biggest lessons of 2024 is that chasing short-term trends, like viral TikTok challenges or flashy promotions, can leave you with more heartache than holiday cheer. Brands that focused too much on riding the wave of the latest fad saw their campaigns fizzle out quickly, with little long-term impact on customer loyalty or brand equity.

In contrast, brands that focused on building lasting relationships with their customers, prioritising trust and value over quick wins, saw long-term success. After all, the best gifts are the ones that keep giving all year long.

Takeaway: Don’t get so caught up in the festive frenzy that you forget to nurture relationships that last. Successful marketing isn’t just about short-term wins, it’s about building a brand that will thrive long after the decorations come down.

Conclusion: Keep the Naughty Trends in the Rearview Mirror

As we reflect on 2024, it’s clear that some marketing trends simply weren’t able to live up to the hype. As we head into 2025, let’s remember that successful marketing is about authenticity, transparency, and building meaningful connections with our customers. The “naughty” trends may have had their moment, but it’s the “nice” strategies, those built on trust, creativity, and genuine value, that will make your brand shine throughout the year.

So, as you prepare your marketing for 2025, remember: treat your customers with care, think long-term and steer clear of trends that may not be as sweet as they seem. Happy holidays, and may your marketing be merry and bright!