The article discusses the evolving landscape of marketing in 2025, where AI-driven tools have led to uniform strategies that diminish competitive advantages. A significant number of brands now recognize that traditional, 'tried and tested' methods no longer yield results. This creates an 'edge gap' where brands focused solely on efficiency risk falling behind those willing to explore new strategies. The piece argues for a mindset shift towards experimentation as a key to closing this gap, crucial for navigating an increasingly risk-averse environment.
Marketing is no longer about what is tried and tested; it has become a game of exploration between efficiency and effectiveness.
The edge gap illustrates the divide between those using common automated strategies versus those innovating to differentiate themselves.
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