What Founders Should Do (and Definitely NOT Do) in a Rapidly Changing Marketing World

Welcome to 2025, where marketing isn’t what it used to be. Facebook ad hacks? Fizzling. Cheap clicks? Gone. Customer loyalty? As fragile as your Wi-Fi signal in a basement. If you're a founder trying to scale revenue in this high-stakes jungle, here are the do's and don'ts that'll keep you not just alive, but thriving.

📅 DO: Shift Focus from Growth at All Costs to Sustainable Profitability

Why: VCs are no longer throwing cash like it's 2021. You're not judged by how fast you can burn money, but by how smartly you can grow. Action: Track contribution margin like it's your heartbeat. Invest in retention. Know your LTV/CAC ratio and build systems around boosting it.

❌ DON’T: Rely Entirely on Meta and Google Ads

Why: CAC is up, ROAS is down, and algorithms change faster than trends on TikTok. Action: Diversify. Invest in influencers (the right ones), SEO, affiliate, referrals, email, and SMS. Think full-funnel, not just top-funnel.

🚀 DO: Treat First-Party Data Like Gold

Why: Third-party cookies are on death row. Apple and Google are wrecking your targeting with privacy changes. Action: Build a strong email list. Use post-purchase surveys. Implement server-side tracking. Collect zero-party data through quizzes, loyalty programs, and gated content.

❌ DON’T: Ignore Retention and Repeat Purchases

Why: If you're losing money to acquire customers and they don’t come back, you’re in a very expensive dating game. Action: Set up smart post-purchase flows. Offer reordering nudges. Turn customers into advocates with loyalty programs and community perks.

📊 DO: Build an Agile Creative Engine

Why: Platforms reward new, engaging content, especially video. Static creatives are tanking. Action: Think modular content. Mix user-generated content, influencer videos, and AI-generated visuals. Test fast, learn fast.

❌ DON’T: Overcomplicate Your Martech Stack

Why: Fancy tools with poor integration = chaos. You don’t need 37 dashboards that don’t talk to each other. Action: Use tools that integrate seamlessly. Prioritize simplicity, speed, and clear attribution.

🔧 DO: Optimize for Mobile and CRO

Why: 75%+ traffic is mobile, and you're probably losing money if your site isn’t optimized. Action: Simplify checkout. Add trust signals. Use sticky CTA buttons. A/B test like it’s a religion.

❌ DON’T: Be a Tech Dinosaur

Why: AI isn’t coming. It’s here. And your competitors are using it to automate what you're still manually doing. Action: Use AI for creative testing, personalization, and analytics. But keep your brand voice human. Customers know the difference between ChatGPT and soul.

Final Word

The marketing world isn’t collapsing. It’s evolving. Founders who embrace agility, diversify revenue levers, and focus on customer value will win. Those who stay stuck in 2020 tactics will be ghosted by both customers and their bank accounts.

So adapt, test, personalize, and above all, build for longevity, not vanity. Let others chase virality. You build value.

You in?