Mark Cregar wrote a post that appeared on the Ad Age blog about the Five Biggest Digital Marketing cliches. He explains why they are cliches, offers examples, and offers alternatives to the cliches.
The Social Network Page
The Second Life Storefront
The Online Ad Contest
The Social Network
The Online Branded Entertainment Series
In the end, marketing needs to serve the needs of the brand, and sometimes good executions of these cliches are just what is needed.