Ensuring your marketing stands out in a saturated market

Today’s marketplace is louder and more crowded than ever. With stagnant and sometimes shrinking budgets, expanding channels, and evolving consumer expectations, brands are having to fight harder to capture attention as well as generating results. 

In this environment, the temptation is to produce more content, faster, and lean heavily on algorithm-driven tactics. However, this often leads to homogeneity, which leaves many brands in the same space looking, sounding, and feeling the same. 

The real challenge for marketers is to build campaigns that not only deliver short-term performance but also create meaningful, long-term differentiation. 

This pack sets out strategies, examples, and checklists to help marketers cut through the noise and stand out authentically in a saturated market.

The challenge of saturation

Saturation is a result of increased numbers of competitors chasing the same audiences with similar messages, formats, and channels. The rise of AI generated content via large language models has played a considerable role in churning out content – in seconds, rather than hours – that is often interchangeable. The result is consumer fatigue, reduced engagement, and declining ROI.

Common causes include:

• Over-production of content to satisfy algorithms rather than audiences
• Over-reliance on “safe” strategies (e.g. generic social posts, repetitive email campaigns, similar content formats)
• Pressure to demonstrate immediate ROI, leading to performance-driven sameness
• Lack of investment in creativity and brand-building

The consequence is a vicious cycle: more effort, more spend, but diminishing returns.

Standing out from the crowd 

Too many firms fall into the trap of simply copying what’s been done before in their own sector. This is especially true in several of the more traditional B2B sectors, where the default approach is often to play it safe and stick to familiar templates. 

However, by looking outside of your own space for inspiration, whether that’s from consumer brands, tech companies, or even lifestyle sectors, businesses can uncover fresh ideas that break through the noise and resonate with their audiences.

It’s also important to challenge the misconception that B2B marketing has to be dull or predictable. In fact, B2B brands have enormous potential to inject personality, creativity, and impact into their campaigns and stand out from the crowd. 

Here are the key things to remember when creating a campaign that separates you from the herd: 

• Be human – content should be made for people, not platforms. Algorithms change constantly, but genuine storytelling and emotional resonance endure

EXAMPLE: A skincare brand shares a series of short films featuring real customers talking about their skin journeys – including struggles with acne, ageing, and confidence. Instead of chasing trending sounds or filters, the focus is on relatable stories that foster emotional connection. 

• Be bold – creativity that feels bold, fresh, and distinctive is what gets remembered

EXAMPLE: A snack company launches a campaign where the packaging changes colour based on temperature, making the product itself an interactive part of the consumer experience. The bold creative idea earns media attention and word-of-mouth far beyond the ad spend.

• Be balanced – while paid ads and performance marketing deliver immediate results, investing in brand-building ensures long-term resilience

EXAMPLE: A fitness app runs paid campaigns driving immediate sign-ups, but simultaneously invests in a branded YouTube docuseries highlighting inspiring athlete stories. The ads bring short-term conversions, while the long-form content builds emotional equity and loyalty over years.

• Be customer-first – great campaigns start with thorough strategy, research and insights, so take time to understand what your consumer wants; 70% of the marketers we surveyed referenced changing consumer expectations and campaigns should reflect evolving needs, values, and cultural trends

EXAMPLE: A traditional fast-food chain learns through consumer research that younger audiences want more sustainable options. Instead of ignoring the trend and sticking to what they know, the brand introduces a plant-based menu line and highlights customer-led recipe testing, showing willingness to adapt to evolving tastes and values.

• Be purpose-driven – the strongest campaigns are built on a clear sense of why the brand exists, not just what it sells; when purpose drives communication, authenticity shines through

EXAMPLE: A footwear company’s purpose is “to unlock potential through movement.” Their campaign doesn’t just showcase shoes—it funds local youth sports programs, shares stories of underrepresented athletes, and frames purchases as a way to support access to play. The purpose drives both product and message.

A few considerations for creating campaigns that stand out: 

• Is the campaign rooted in brand purpose, not just product features? 
• Does it tell a story that people will care about? 
• Is the creative rooted in strategy and connected to a core business objective?
• Are brand assets consistent, distinctive, and memorable?
• Have you prioritised human connection over chasing algorithms? 
• Is there a balance between long-term brand building and short-term ROI? 
• Are you measuring distinctiveness with meaningful metrics (e.g. share of voice, brand lift)?
• Are you testing, learning and optimising as you go?

… and what to avoid

• Don’t chase every trend – It dilutes brand identity 
• Don’t over-automate – Audiences see through generic AI-generated content 
• Don’t neglect measurement – Distinctiveness must be tracked against KPIs 
• Don’t undervalue creativity – Cutting creative investment erodes brand impact 

And remember…

Standing out in a saturated market requires both strategic discipline and creative boldness. The best marketing campaigns balance creative and data – too many marketing campaigns fail because they aren’t tied back to real business outcomes.

Brands that fall into the trap of chasing algorithms or copying competitors risk becoming invisible. Those that ground their campaigns in purpose, connect with humans over platforms, and invest in creativity will not only cut through the noise but also build lasting equity.

The call to action is clear: don’t follow the herd. Instead, focus on building campaigns that reflect who you are, why you exist, and how you can create genuine value for your audience. In doing so, you won’t just stand out – you’ll stay ahead.

Of course, with many plates to spin, marketers shouldn’t have to do this alone. Working with a creative communications agency can help create ideas and ensure they deliver results. You can see an example of how we took a brief from a couple of more traditional sectors and turned them into a stand out campaigns grounded in audience research and market insights for Accoya here and Polypipe Building Products here.