In Defence of Unfashionable Marketing Tools
There’s a particular kind of criticism that crops up in marketing circles from time to time.
“I hate stock images.”
“That was clearly written by AI.”
“Automation just feels impersonal.”
They’re usually delivered as definitive statements. Sometimes as a slur against quality. Often without much interrogation of what the actual issue is.
At The Last Hurdle, we’ve never been especially interested in absolutes, or in following the herd simply because it’s loud. We’re far more interested in doing work that is considered, effective and sustainable over the long term.
That means using the right tools, in the right way, for the right reasons.
Even when those tools aren’t fashionable.
Stock Images Aren’t the Problem. Unthinking Use Is.
Let’s start with stock images.
Yes – they’re recognisable.
Yes – other people use them.
Yes – they’re not bespoke photography.
And none of that makes them bad.
What does make stock imagery bad is lazy selection. Generic visuals. No context. No alignment with the message they’re supposed to support.
Choosing the right stock image still takes judgement:
- Does it reinforce the point being made?
- Does it suit the brand and tone?
- Does it sit comfortably alongside existing content?
- Does it add clarity rather than distraction?
Over the last 15 years, we’ve written over 400 blogs for our own website alone, each with at least 1, often 2 or 3 images (mostly stock sourced). Without stock imagery, that simply wouldn’t be possible.
Yes, for the most part, we use stock images.
Where else would 1,000+ images come from over that period?
Commissioning bespoke photography for every article would be impractical, inconsistent, extremely expensive and, frankly, unnecessary. What matters far more is whether imagery is chosen thoughtfully and used with intent.
Consistency matters. Visual language matters. Scale matters.
Pretending otherwise doesn’t make content more authentic, it just makes it harder to maintain.
AI Isn’t Lazy. Unedited Output Is.
The same conversation is now happening around AI.
“Clearly written by AI” is often used as shorthand for “I didn’t like this” but those two things aren’t the same.
Using AI doesn’t remove effort.
It moves effort upstream.
The work now sits in:
- thinking
- structuring
- prompting
- reviewing
- refining
- extensive editing
We use AI to help plan, map and process ideas more efficiently. It speeds up parts of the workflow, which means more time for review, experience and human oversight.
Used badly, AI produces generic output.
Used well, it becomes a thinking partner.
The tool isn’t the differentiator.
The intent behind it is.
Automation Isn’t Cutting Corners. It’s About Knowing Where Not to Cut Them.
Automation often attracts the same criticism as stock images and AI.
“It feels impersonal.”
“It’s lazy.”
“It’s not how things should be done.”
Automation is about removing repetition, not responsibility, when it’s used in the right places.
We use automation to handle tasks that:
- follow clear, repeatable rules
- don’t require human judgement every single time
- need to happen consistently and reliably
For example:
- triggering email follow-ups so nothing slips through the cracks
- logging and structuring routine reporting data
- ensuring regular website health checks happen
This frees up time and headspace for the work that does require human input, interpretation and decision-making.
Just as importantly, we’re very clear about where automation doesn’t belong.
A good example is social media.
While many businesses rely heavily on scheduled posting, we’ve consistently seen that scheduling can reduce reach and engagement. For that reason, it’s something we deliberately avoid. Posting manually allows us to respond to what’s happening in real time, adjust tone, and engage properly, which ultimately delivers better results for our clients. However, over the festive period do we schedule posts? Yes, of course, it is invaluable during times when we are not present, weekends, holidays etc. a lower reach is far better than no post.
Our stance on scheduling social posts isn’t anti-automation.
It’s intentional use of tools.
Automation doesn’t make work careless.
Used well, it makes it reliable.
Used blindly, it just makes mistakes faster.
The value isn’t in automating everything, it’s in knowing what to automate, what to handle manually, and why.
We’ve Been Here Before
This discomfort with new tools isn’t new.
People once said:
- automatic cars weren’t “real driving”
- calculators would ruin maths skills
- spellcheck would kill writing ability
Every time, the pattern is the same:
- Resistance
- Moral judgement
- Quiet adoption
- Eventual normalisation
Tools don’t reduce quality.
Unthinking use does.
And refusing to evolve doesn’t make work better, it just makes it less efficient.
How These Tools Benefit Our Clients
This is the part that often gets missed.
When stock imagery, AI and automation are used well, they allow us to:
- work more consistently
- think more strategically
- respond faster
- maintain quality at scale
- focus time where it adds most value
That doesn’t mean everything is automated, quite the opposite.
It means repetitive, low-value tasks are handled efficiently, so attention can stay on the work that benefits most from human judgement: interpretation, nuance, timing and decision-making.
Clients don’t benefit from us doing things manually for the sake of appearances.
They benefit from outcomes, delivered by people who know when to use tools, when to step in, and when not to automate at all.
Efficiency doesn’t dilute value.
It increases it.
Authenticity Isn’t What the Internet Says It Is
There’s a growing assumption that “authentic” marketing must involve:
- faces
- videos
- cameras
- constant behind-the-scenes visibility
That may work for some businesses. It isn’t a universal requirement.
Authenticity isn’t about format.
It’s about honesty of intent.
Being open about using stock images.
Being transparent about using AI as a tool.
Being clear about why automation decisions are made.
That’s authenticity.
Not performance. Not purity tests. Not following trends for the sake of appearances.
We’re Not Ashamed of Using Good Tools
At The Last Hurdle, we don’t hide the fact that we:
- use stock images thoughtfully
- use AI intelligently
- use automation where it improves outcomes
We’re not trying to look clever.
We’re not trying to be provocative.
And we’re certainly not interested in doing things the hardest way possible just to appear “pure”.
The results matter more than the optics.
Authenticity isn’t undermined by sensible tools, it’s undermined by pretending they don’t exist.
by Jules White, Founder of The Last Hurdle, with the help of Adobe Stock Images, structural assistance from ChatGPT and Sendible (the latter if you’re reading this over the festive period and clicked on a social message).
