Everything expires (especially in marketing)
Most of us know the phrase “planned obsolescence.” It’s the idea that products are deliberately designed with an expiry date: your laptop that mysteriously slows down after three years, your phone battery that suddenly won’t hold a charge just as the new model arrives. (Casey Neistat even called Apple out on it years ago and more recently here).
It’s generally seen as a tactic for consumerism, and with good reason. But did you know that digital marketing has its own version – and it isn’t planned at all.
I’d like to introduce you to my good friend: inevitable obsolescence.
Why Everything in Digital Ages Out
The digital landscape doesn’t politely stand still. Platforms evolve, algorithms shift, and audiences move on. One day Facebook is the place for university students (flashback to me rocking an emo fringe circa 2006); now it’s where you find your grandma sharing family photos.
No judgments please…
Pinterest once had the corner on new mums saving baby tips and planning nursery decor; now it’s #MumTok all the way. Meanwhile AI continues to reshape the rules for content and search almost daily, and just this month, Meta stepped out of political ads in Europe potentially forcing many brands to slam on the handbrake and change strategic direction.
And websites? Let’s be honest – if yours is older than three years, it’s already looking dated. More than ten years? It’s a museum piece that only serves to conjure nostalgic memories of that MySpace profile you were oh so proud of back in the day.
The point is this: no matter how good your current digital strategy is, it will become obsolete. Not because you planned it that way, and not because you did something wrong. But because the nature of digital guarantees it.
Pretending otherwise is like pretending your Nokia 3310 could still run Spotify today. (I do miss Snake though).
Obsolescence Isn’t Failure
But here’s the trap I see many brands fall into: they treat change like a sign of weakness. When an agency suggests a refresh or a new approach, it can feel like you’re admitting you didn’t get it right the first time or you’re the target of an unnecessary money grab. That’s simply not true.
Inevitable obsolescence isn’t something to avoid or be embarrassed about, it’s a sign you’re paying attention. Think of it like your home. Sometimes you give it a fresh coat of paint. Sometimes you knock through a wall. And sometimes you just need to gut the whole downstairs and start again.
None of those mean your house was a failure. It means you’re keeping it fit for purpose.
Building It Into Your Plan
I have found that the brands that thrive in digital are the ones that accept change as standard. They budget for it. They schedule it. They expect it. That means setting aside funds for content refreshes, allocating time to test emerging platforms, and planning annual or biannual reviews of your strategy with your agency.
Done right, inevitable obsolescence stops being a quote-unquote “surprise” and becomes a competitive edge. While others scramble to catch up, you’ve already adapted, are already experimenting, are already ahead.
Embrace the Shift
So where to go from here?
Firstly, no more whispering about your desire for a regular marketing shake-up like you’re confessing a crime. In digital, obsolescence isn’t optional – it’s inevitable. (And you can quote me on that).
Your only choice is whether you let it catch you off guard or harness it as fuel for growth. Don’t dodge it, embrace it. Build it into your plan, own it, and let it drive your brand forward.
And if you like the cut of my jib here and want to chat more, please get in touch. Together we’ll embrace inevitable obsolescence Keanu and Swayze style – leaning into the current instead of fighting against it ?
Nikki Holmes is a Senior Account Director at Ebow, and while her pop culture references may be bordering on obsolete, her marketing skills definitely aren’t. Follow her on LinkedIn
