Outdated Marketing Practices and Key Focus Areas for 2024

Marketing approaches evolve as society develops along with technologies. The ways that were considered optimal in the past may not be effective on the modern market. Review your marketing approach with us and identify what can be eliminated or modified in your particular case. 

1. Mass marketing

Marketing strategies used to prioritise broad campaigns, aiming to reach and engage with as many users as possible. In contrast, the current marketing perspective emphasises a shift toward a less-is-more approach. 

Did you know?

40% more revenue can be generated by companies that use a personalised approach

Source: McKinsey, 2021

Consumers in the digital era expect brands to deliver what they need at the right time, providing a  seamless, predictive, pertinent, and interconnected approach. This entails a shift away from traditional email newsletters towards outreach campaigns that seamlessly incorporate data from a customer’s personal history with your brand. The key is to reassess mass outreach efforts and break them down into more targeted, personalised messaging.

2. Separating marketing from sales and service

Traditionally, marketing has been separated from customer service and sales functions. However, a modern approach suggests that creating integrated teams with cross-functions may better serve business needs. From the customer’s perspective, these business functions aren’t perceived separately but are viewed as one experience. How can you foster internal synergy to meet and exceed this expectation?

Evaluate the collaborative potential of aligning marketing, sales, and customer service to enhance your customers’ overall experience. For example, during an ongoing marketing promotion, the sales team can leverage the campaign to secure new client agreements or renew existing ones. Simultaneously, the marketing team can acknowledge and reward loyal customers who contribute to sales through referrals—an effective method for attracting new clientele.

3. Focusing on organic social media posts

Recent adjustments to social media algorithms are not favourable to businesses relying on organic promotion. For instance, Meta (Facebook and Instagram) is prioritising user relationships over brand promotions. Consequently, user-generated organic content now takes precedence over any posts created by brands. In light of this shift, advertisements on those platforms emerge as the most effective way to connect with your audience, providing visibility on social media. Additionally, advertising on major social media platforms like Facebook and Instagram offers in-depth statistics on campaign performance and the opportunity for advanced programmatic campaigns, making it an affordable option for small businesses.

4. Prioritising lead generation over lead nurturing

Acquiring new clients is typically considered a primary measure of success. However, there is a missed opportunity in retaining existing clients. Ensuring their satisfaction opens up the possibility of repeat deals, as they have already made a decision in the past to work with you. Particularly in a B2B environment, finding a partner that perfectly aligns with needs is a process that requires time and financial resources.

Instead of allocating full focus to new lead generation ads, consider enhancing the experience for your existing customer base. To remain relevant to these customers, leverage CRM and Marketing Automation tools to organise users based on their position in the sales funnel and product preferences, and conduct lead nurturing campaigns to increase the possibility of repeated orders.

5. Focusing on a single marketing channel

The advancement of digital technology has resulted in an increase in the number of available digital channels. Marketers relying solely on a single channel for their promotional efforts experience lower engagement and conversion rates compared to those adopting an omnichannel approach.

Nowadays, consumers prefer engagement through various digital channels.

Did you know?

80% of B2B sales interactions between suppliers and buyers are expected to occur in digital channels by the year 2025.

Source: Gartner, 2020

To achieve effective conversion rates and a favourable ROI, consider leveraging the following digital channels:

  • Content marketing
  • Email marketing
  • Pay-per-click (PPC) advertising
  • Search engine optimisation
  • Influencer marketing
  • Social media platforms such as Facebook, Instagram, LinkedIn, Pinterest, X, and YouTube.


Digital marketing offers a variety of tactics and strategies that evolve over time. The effective utilisation of these tools depends on aligning them with the specific needs of your business and the profile of your ideal customer. Without this alignment, there’s a risk of wasting resources.

Staying informed about emerging trends and recognizing outdated practices is essential to avoid expending energy on irrelevant strategies. At “Lead Gen and CRM” by Constant Contact, we prioritise staying abreast of industry developments. We share this information with you so that you can refine and elevate your digital marketing strategy.

What's next for you?

If you are seeking ways to digitise and scale up your communication with current and potential customers in Southeast Asia, reach out to us. The team at “Lead Gen and CRM” consists of marketing and sales experts based in Malaysia who can assist you in adopting the latest digital tools for the marketing and sales teams.

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