What are the marketing trends for 2025?
The new year is a time of reflection, so what better time to review the key marketing trends in 2024 and look ahead to what to expect in 2025?
2024 Marketing Trends
Let’s begin by taking a quick look at what happened in 2024.
Interactive and immersive experiences | Passive consumption is fading, allowing for interactive and immersive experiences. Augmented reality, virtual reality, and interactive content took centre stage in 2024, allowing businesses to create memorable engagements that linger in the hearts and minds of their audience.
Things get personal | Continuing the theme of community-focused marketing, 2024 was the year of hyper-personal, hyper-local campaigns. With advancements in AI and data analytics, marketers will have the tools to tailor experiences on an individual level. From personalised product recommendations to curated content journeys, brands could speak directly to each consumer’s unique needs and preferences.
The end of third-party cookies | Marketers have been discussing the end of third-party cookies for years, with each year being ‘the year’ – it turns out 2024 wasn’t the year as Google paused it, planning to continue the phase-out in 2025. According to Google: “Chrome’s phase-out of third-party cookies (is) planned for early 2025 (subject to addressing any remaining competition concerns from the UK’s Competition & Markets Authority)”. You can read their FAQs here.
Third-party cookies track a user’s browsing habits, which has always led to concerns about privacy. Businesses need to start discovering as much as possible about their customers to segment and target them, so this means devising ways of collecting additional insight and data – finding out who your customers are and what makes them tick.
If you’re concerned about the end of third-party cookies and their impact on your advertising, contact us to find out how we can help. With access to a wealth of first-party data from our audience, who consume our content from popular brands such as Manchester Evening News, the Liverpool Echo, and the Mirror, we’re uniquely placed to support your business.
Context is everything | Contextual advertising became increasingly important in 2024. Contextual advertising ensures an advert appears on a page containing relevant content. Read more on why context matters in our blog ‘Half of Reach’s Euro 2024 coverage wrongly identified by brands as unsafe’.
Sustainability and ethical marketing | In 2024, it was more important than ever for people to understand a business’s values, particularly its environmental impact and social responsibility. Climate change, recession, social injustice – these difficult conversations continued in 2024 and will likely continue into the new year – so it is vital you understand what concerns your communities and pitch your marketing in a style and tone that aligns with their values.
Most of these will continue into 2025. Next, let’s explore what 2025 has in store…
5 Marketing Trends to Watch for in 2025
AI and Machine Learning Revolution | Artificial Intelligence (AI) and Machine Learning (ML) continue to redefine marketing strategies. From chatbots providing customer support to improvements in AI allowing them to understand context and sentiment – making them feel more human, these technologies will streamline operations and enhance user experiences. Businesses must invest in AI tools to automate routine tasks, saving time and money and allowing them to focus on strategic initiatives. Generative AI (GenAI) will increase in 2025, allowing users to create new content such as text, images, audio, videos and music. According to Kantar:
“Whether using GenAI to generate insights or for content asset creation, marketers need to know that the training data the models are based on are trustworthy, relevant, and reliable over time. Marketers need to make crucial data-led investment decisions, so they must be assured by their providers about data provenance.”
Interestingly, they also claim that ‘36% of marketers don’t think they or their team have the skills required to leverage AI ‘ *- so it’s worth investing in training to stay ahead.
The Rise of Voice Commerce | With smart speakers becoming household staples and more likely to have been purchased as gifts this Christmas, voice search is reshaping SEO strategies. Businesses should focus on natural language and long-tail keywords to optimise voice queries and capture this growing market segment. According to Forbes:
“It’s important to note how voice search optimisation differs from traditional SEO as users ask questions conversationally. Instead of typing ‘best coffee shops in Seattle,’ a voice search might be ‘What are the best coffee shops near me?'”**
Augmented Reality (AR) and Virtual Reality (VR) | As we touched upon last year, AR and VR are no longer just for gaming; they’re transforming businesses by offering immersive experiences. Whether virtual try-ons or property tours, investing in AR/VR can set businesses apart in competitive markets. According to an article on LinkedIn, in addition to aiding the consumer experience, AR and VR are transforming training and development and enhancing collaboration and productivity in many businesses, which is set to grow in 2025.
The Power of Personalisation | It is no surprise that the personalisation trend continues into 2025. Consumers expect tailored experiences across digital channels. Businesses should use various platforms to deliver hyper-personalised recommendations that resonate with individual preferences, enhancing engagement and retention. One way to ensure a personal approach is to understand your target audience and use precision targeting tools to reach them. Ensure the message resonates and feels like it’s made just for them.
The Importance of Inclusion | Inclusive marketing strategies are becoming increasingly vital in 2025 as they ensure that brands resonate with a diverse audience. By embracing inclusivity, companies can authentically represent and engage with different cultures, identities, and abilities, creating consumer trust and loyalty. As awareness around diversity and equity grows, inclusive marketing reflects ethical business practices and enhances brand perception and reach.
According to Kantar’s Brand Inclusion Index 2024:
“The perception of a brand’s diversity and inclusion efforts influences buying decisions among almost 8 in 10 people worldwide, especially among Gen Z and Millennials, LGBTQ+ communities, people with thinking and learning differences, and people with disabilities.”***
In a world where consumers seek representation and relatability, integrating inclusivity into marketing strategies is essential for brands aiming to connect meaningfully and sustainably with their audiences.
Ready to Future-Proof Your Marketing Strategy?
If you’re wondering how your business can stay ahead in the ever-changing marketing landscape, you’re not alone, and that’s where we can help. We are committed to personalised marketing that delivers results.
Next year’s marketing trends promise exciting opportunities for businesses. To explore how these trends can be integrated into your marketing strategy, arrange a meeting with our experts today. Our team are experts in crafting campaigns that resonate with your target audience. We will guide you from your initial ideas to achievable objectives with content creation, precision targeting and regular reviews – we’re with you every step to achieving success with your next campaign.
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Let’s create a tailored campaign that sets the tone for a successful 2025. Connect with us today by completing the short form below, and let the campaigns begin.
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