Marketing changes constantly. How do you keep up and decide what is worth adopting?

How you keep up: industry publications for what is happening, practitioner communities for what actually works, and platform release notes for the channels you run. Most usefully, running small tests yourself, because marketing advice is unusually prone to confident claims with no evidence behind them.

How you filter:

• Does it reach your audience? A new platform is irrelevant if your buyers are not on it. Chasing channels because they are new is how budgets get wasted.
• Can you test it small? A limited test with a clear success measure is how you evaluate anything, rather than committing on someone else's case study.
• Is the underlying principle new, or just the packaging? Most "new" marketing is an old principle on a new surface. Recognising that saves a great deal of time.

What is genuinely worth understanding now: the privacy shift — the loss of third-party cookies and tightening consent rules — because it changes measurement and targeting fundamentally, and it makes first-party data and brand building more valuable relative to precise retargeting.

Note: Naming something you tested and abandoned, with the reasoning, is the strongest answer here.