Marketing Gurus and Their Outdated 'Rules'

You know the type—the marketing 'guru' who seems like they’re frozen in a time capsule marked “2010.” They’re the ones who speak at conferences, talking about “engagement metrics” as if we’re still trying to figure out how to use Facebook's newsfeed algorithm effectively. Remember that? They tell you the secrets to “going viral,” as if a few clever hashtags on Twitter are going to unlock marketing success overnight. They love to preach as though everything hinges on one single platform or one magical viral moment. Well, it worked once upon a time... back when we all thought Gangnam Style was the peak of human cultural achievement.

But we’ve moved on. The world has moved on. TikTok’s meteoric rise, Instagram’s shift to Reels, and Twitter’s current identity crisis (or should I say, X’s) all point to one inevitable truth. Platforms evolve, the rules change, and today’s 'king' can be dethroned by tomorrow’s newcomer. So, why haven’t the gurus gotten the memo?

Why These Rules Were ‘Rules’ to Begin With

Before we go too hard on the 'gurus,' let's take a moment to remember why these so-called rules worked in the first place. Facebook, for example, wasn’t always the cluttered mess of ads, random videos, and distant relatives that it is today. In the beginning, it was actually a powerful, emerging platform that could make or break your brand presence. Early adopters who knew how to use Facebook advertising effectively gained an enormous competitive advantage.

Back then, virality wasn’t just an overused word—it was a phenomenon. The notion of “Content is King” was revolutionary. It put emphasis on creating value, telling a story, and engaging audiences. Hashtags helped people discover content in an organized way, and riding the wave of a trending hashtag could catapult a brand from obscurity to fame. The gurus weren’t necessarily wrong at the time; they just haven’t updated their playbooks.

The Trouble With Marketing Nostalgia

Nostalgia is comforting. It’s why we still see a “Backstreet Boys Tour” poster from time to time. Nostalgia sells, believe me! But nostalgia doesn’t keep you competitive. The same applies in marketing. Many gurus stick to their well-worn advice not because it’s still relevant, but because it’s easy, familiar, and sounds comforting to a crowd that doesn’t know any better.

Marketing gurus often treat the internet like a frozen museum exhibit, convinced that the same dinosaur bones should keep drawing crowds year after year. This might be why, according to HubSpot's 2024 report, 88% of marketers acknowledge that their marketing strategy must constantly evolve to remain effective[1]. Without evolution, even the most popular strategies become relics of a bygone era. When you refuse to evolve, you lose the plot—and unfortunately, you also take your clients down with you.

Remember when Facebook was the “be-all and end-all”? The only advice the guru had was to “double down on Facebook ads”? Then Twitter took center stage, and suddenly it was all about crafting the perfect 280-character gem. Not long after, we heard it was all about Snapchat, then Instagram was crowned the new king, and now everyone’s busy trying to nail TikTok. Somewhere along the way, YouTube also had its moments. This cycle of platform obsession shows how superficial the advice often is. Instead of genuinely adapting, it's more about adopting the latest shiny object to appear trendy or convince clients they 'get it.' It’s less about strategic adaptation and more akin to blindly hoping something sticks.

The 'Rules' That Need Breaking

Let’s break down some of the most outdated “marketing rules” that are still circulating and discuss why they no longer apply.

“The Only Platform You Need Is the Trendiest Club of Its Time”

Online -social media- platforms often follow a predictable hype cycle: they’re the 'must be there' place until something new comes along. Remember when Facebook was the 'it' platform? Then came Twitter, Snapchat, Instagram, TikTok, and even short-lived platforms like Vine and Path. It’s a cycle: each platform has its moment in the spotlight, skyrockets, then inevitably joins the ranks of 'the usual suspects.' It’s a cycle: each new platform enjoys its moment in the spotlight, skyrocketing up before stabilizing and inevitably joining the ranks of 'the usual suspects.' It’s not that the platforms aren’t useful—they are—but treating them as a silver bullet is where the gurus miss the mark. The right platform isn't about what's trending; it's about your audience, your brand, and your objectives.

Focusing solely on one channel is like putting all your eggs in one basket. And that basket is on a rollercoaster. A diverse, well-thought-out strategy that can adapt as platforms shift is what makes a difference. A sustainable approach is what turns a trendy platform into a lasting brand asset.

“More Engagement Equals More Sales”

Likes are nice, shares are better, comments are great—but none of those necessarily pay the bills. Yet, we’ve all been to presentations where a marketer will point to a chart showing a spike in engagement and confidently say, “This means our strategy is working!”

The obsession with engagement metrics has caused a lot of businesses to confuse interaction with conversion. Plenty of brands have seen millions of impressions or likes, only to end up closing shop a year later because they failed to translate that popularity into revenue. Not only did many of these brands close up shop, but I've also seen 'gurus' and even entire marketing agencies come and go, convinced that their 'decisive' advice based solely on vanity metrics would save the day. Turns out, riding the wave of likes, shares, and comments doesn't always lead to shore.

Here’s a not-so-secret truth: engagement metrics are often vanity metrics. They make you feel good but don’t necessarily make you money. What works is a well-considered conversion strategy—moving beyond the like to find the lead, and beyond the lead to close the sale. Real success lies in turning attention into action, and action into loyalty.

“You Just Need That Viral Moment”

The idea that all you need is a single viral hit to make it big is as misleading as it is dated. Virality might create a short burst of attention, but attention doesn’t mean loyalty. Viral moments are like fireworks—bright, colorful, and gone in a flash, leaving only smoke and, often, a lot of confusion. True, some brands have used virality as a springboard to something bigger, but there’s always a strategy that comes after. In fact, McKinsey's 2022 report showed that marketers relying solely on 'virality' had an average campaign lifespan of just two weeks, compared to 12 weeks or longer for those that incorporated cross-platform strategies[2]. Without a sustained, well-thought-out approach, that burst of attention is just that—a fleeting burst.

“Content Is King, Consistency Is Queen”

“Content is King” is probably one of the oldest clichés in the marketing playbook. And back in the day, it was revolutionary to push brands toward producing meaningful, valuable content instead of traditional ads. I must admit, I was guilty of this too somewhere between 2011 and 2014—preaching the importance of content without necessarily thinking about the context or long-term impact. The phrase “Consistency is Queen” came later, encouraging brands to not just create content but to create it regularly.

But today’s digital landscape is saturated. Posting consistently is no longer enough. What’s required is relevance—personalization and localization are crucial. It’s about making content that fits seamlessly into the everyday lives of your audience. Creating endless posts won’t get you anywhere if they don’t resonate. Today, content is the starting point, but relevance, value, and timing are what make it effective.

What Truly Works in 2024 (and Beyond)

So, if all these rules are outdated, what should we be doing instead? Marketing in 2024 is about adaptability, cultural understanding, and experimentation. It’s not about adopting the latest platform just because everyone else is; it’s about listening to where your audience is and meeting them there. For example, in Saudi Arabia, brands like Almarai have successfully experimented with TikTok by creating culturally relevant content tailored to local tastes, demonstrating adaptability in action.

Saudi Arabia presents a unique case study for modern marketing. It’s a region of rapid social change, and strategies that work here have to be as dynamic as the people they’re targeting. Saudi Arabia has seen a rise in Arabic-first content, driven by a national push for cultural preservation and regional identity, but it's not just about Arabic-first. It's also about super localization, incorporating the different dialects and cultural nuances within the country itself. For example, Al Baik has successfully tailored its messaging across different regions of Saudi Arabia, using local dialects and cultural references to connect authentically with diverse audiences. According to Statista, Saudi Arabia's social media usage has increased by 10% annually over the past three years, with emerging platforms seeing the highest adoption rates[3]. Brands that aren’t creating culturally nuanced content are missing the boat.

AI-driven personalization is also becoming crucial. From chatbots that can have near-human conversations to recommendation algorithms that understand what a customer might want before they do, AI isn’t just a trend—it’s a tool that’s reshaping the customer journey. Consider, for instance, Saudi Telecom Company (STC), which used AI-driven chatbots to enhance customer service by providing quick, localized responses in various regional dialects, significantly improving customer satisfaction and efficiency. But here's where many gurus and companies are once again falling into the same trap: treating AI as just another tool to tick off a checklist, and loudly proclaiming that brands 'must' incorporate AI if they want to stay relevant.

The truth is, AI should be built from within the heart of your marketing strategy—tested, adapted, and treated with the same level of scrutiny as any other aspect of your approach. A/B testing will tell you if it works for your brand. AI can be an excellent add-on or, in some cases, a completely unnecessary overhead. Worse, it might even backfire and cause a brand crisis if not implemented correctly. It’s about integrating it thoughtfully, not just using it for the sake of staying trendy.

TikTok and WhatsApp can be effective parts of a marketing strategy, but integration must be done with careful consideration of localized customer journeys. It’s not enough to just be present; you have to be effective. TikTok isn’t just a place for dance challenges; it’s where cultural conversations are happening, and successful brands know how to join these conversations authentically. For instance, the 'Saudi Seasons' campaign(s) used TikTok to promote local tourism, leveraging influencer content and culturally relevant hashtags to engage audiences, resulting in a significant increase in domestic travel.

A Nod to the Region’s Trends

Saudi Arabia is experiencing rapid changes in social media usage, and marketers need to adapt to these shifts proactively. The successful marketers are the ones who look beyond individual platforms to understand the deeper cultural shifts—such as why young people migrated from Snapchat to Instagram, and now to TikTok.

But jumping from one platform to another isn’t a strategy; it’s a symptom of not having one. Gurus tend to advocate for whatever’s trending, but good marketing is about understanding why the trend matters. You can’t just hop on TikTok because it’s the hot new thing. You need to understand the platform’s language, its culture, and the type of value your brand can offer there.

The Future Needs Brave Marketers

If there’s one takeaway here, it’s that the future belongs to the marketers who are brave enough to discard outdated advice and forge their own paths. The gurus will continue to tell you that consistency is key, that you need to go viral, or that Facebook is still the king of social, I can't believe I just wrote that. But the truth is, real marketing isn’t about following a rulebook. It’s about reading the room.

It’s about understanding that no two audiences are alike, and what worked a decade ago may very well be useless today. The MENA region is at the forefront of digital change—brands that are brave enough to understand its complexities, rather than oversimplifying it with cookie-cutter tactics, will be the ones that thrive.

Marketing is about people, not platforms. It’s about empathy, creativity, and yes, a little bit of calculated risk-taking. And while the gurus are busy playing catch-up, the real marketers are out there leading the way—not by following the old rules, but by understanding when it’s time to break them.