#38 - What’s Next for Marketing 2025
Stay ahead with 2025’s boldest marketing strategies
Welcome to this issue of The Marketing Newsletter! As we dive into 2025, the marketing landscape is buzzing with innovation, driven by technology, shifting consumer expectations, and a push for authenticity. This year, we’re not just chasing trends—we’re redefining how brands connect with audiences in meaningful, impactful ways. Let’s explore the top marketing trends shaping 2025 and how you can leverage them to stay ahead.
AI-Powered Hyper-Personalization Becomes the Standard
Artificial Intelligence (AI) is no longer a shiny new toy—it’s the backbone of modern marketing. In 2025, AI-driven hyper-personalization is transforming customer experiences by delivering tailored content, product recommendations, and interactions at scale. According to industry insights, 73% of consumers prefer brands that offer personalized shopping experiences, and AI tools like predictive analytics and machine learning are making this possible by analyzing vast datasets to anticipate consumer needs.
What’s New?
Real-Time Personalization: AI now adjusts campaigns in real time, tweaking ad copy or visuals based on user behavior. For example, tools like Salesforce Marketing Cloud use AI to optimize email campaigns dynamically.
Ethical AI Use: With 43% of consumers distrusting AI-generated ads, transparency is critical. Brands are labeling AI-crafted content to build trust.
Practical Applications: From chatbots offering 24/7 support to AI-driven A/B testing, marketers are streamlining workflows and boosting ROI.
Actionable Tip: Audit your CRM to ensure it integrates AI for customer segmentation and predictive analytics. Start small with tools like HubSpot’s AI features to personalize email campaigns, then scale up to dynamic website content.
Short-Form Video Reigns Supreme
If 2024 was the year of video, 2025 is the year of short-form video. Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate social media, with 37% of consumers citing short-form videos as their top channel for product discovery. HubSpot’s 2025 Marketing Trends Survey found that short-form videos deliver the highest ROI among visual formats, making them a must-have for brands.
What’s New?
Shoppable Videos: YouTube’s integration of product feeds into video campaigns allows viewers to purchase directly from ads, driving conversions.
Live Streaming: 47% of Gen Z consumers have made purchases via live-stream shopping, and brands are using live Q&As and product launches to engage audiences in real time.
Creative Experimentation: Brands are testing bold, entertainment-driven content that breaks from traditional guidelines to capture attention.
Actionable Tip: Create a series of 15-30 second videos showcasing your product’s value proposition. Use tools like Canva or InShot for quick, high-quality edits, and test interactive features like polls on Instagram Reels to boost engagement.
User-Generated Content (UGC) Fuels Authenticity
Consumers trust peers over polished ads, and user-generated content (UGC) is the key to building that trust. Over 80% of consumers say UGC improves product discovery and brand trust, per Gartner. In 2025, brands are moving beyond reposting UGC to integrating it into campaigns, collaborating with influencers, and incentivizing customers to create content.
What’s New?
UGC as Social Proof: Reviews, testimonials, and social media posts are being woven into email campaigns and website landing pages.
Creator-Led Communities: Micro- and nano-influencers with highly engaged audiences are outshining macro-influencers, offering authentic partnerships.
AI-Curated UGC: Advanced tools help marketers identify and amplify the most impactful user content across platforms.
Actionable Tip: Launch a branded hashtag campaign encouraging customers to share their experiences with your product. Offer incentives like discounts or giveaways, and feature the best submissions in your next social media or email campaign.
Sustainability and Purpose-Driven Marketing Take Center Stage
Consumers, especially Gen Z, are demanding more from brands in 2025. Sustainability and purpose-driven marketing are no longer optional—93% of consumers globally want to live more sustainably, and brands that align with these values gain a competitive edge. Kantar’s BrandZ data shows sustainability contributes $193B to the value of the world’s top 100 brands.
What’s New?
Transparent Sustainability: New EU regulations mandate clear sustainability reporting, pushing brands to communicate eco-friendly practices authentically.
Purpose Beyond Products: Brands are championing inclusivity, equality, and community initiatives, resonating with socially conscious audiences.
Nike’s Playbook: Nike’s 2025 campaign supporting women’s sports highlights how purpose-driven marketing can align with cultural trends and boost brand loyalty.
Actionable Tip: Conduct a sustainability audit of your supply chain and marketing practices. Share your progress in a blog post or video series, emphasizing transparency and your brand’s commitment to positive impact.
SEO Evolves for AI-Driven Search
Search engine optimization (SEO) is undergoing a seismic shift in 2025, driven by AI-powered search engines like Google’s AI Mode and ChatGPT Search. With 80% of Google queries triggering AI Overviews, organic traffic is declining, and marketers are adapting to “zero-click” searches where answers appear directly on the SERP.
What’s New?
Search Everywhere Optimization: Brands are optimizing for platforms beyond Google, including TikTok, YouTube, and Bluesky, where 42% of consumers research brands.
Visual and Voice Search: With 35% of marketers planning to optimize for visual search (e.g., Google Lens) and 41% of adults using voice search, multimedia SEO is critical.
Answer Engine Optimization: Interest in optimizing for AI-driven “answer engines” is skyrocketing, requiring concise, direct content.
Actionable Tip: Optimize your website for featured snippets and schema markup to increase visibility in AI Overviews. Create video and image content tailored for visual search, and test keywords on social platforms like TikTok to capture younger audiences.
The Rise of In-Person and Immersive Experiences
While digital dominates, 2025 sees a resurgence of in-person events and immersive technologies like virtual reality (VR). American Express’s 2025 Global Meetings and Events Forecast notes that 59% of meeting professionals prefer in-person events for deeper connections. Meanwhile, VR marketing is projected to grow into a $435B industry by 2030, with brands creating virtual showrooms and events.
What’s New?
Hybrid Events: Combining in-person and virtual elements to reach global audiences.
VR Showrooms: Brands like motor vehicle and smartphone manufacturers are letting customers explore products in 3D environments.
Physical-Digital Integration: QR codes and shoppable ads bridge offline and online experiences.
Actionable Tip: Host a local pop-up event or webinar with a VR component to showcase your product. Use QR codes in physical marketing materials to drive traffic to your website or shoppable video campaigns.
What’s Next?
In 2025, marketing is about balancing cutting-edge technology with human connection. AI and data-driven strategies will streamline your efforts, but authenticity, sustainability, and creativity will win your audience’s hearts. As you plan your next campaign, ask yourself: How can I make my brand feel more human in a tech-driven world?
What’s your next move? Reply to this newsletter or share your outreach wins on Linkedin or X with #MarketingNewsletter—we’d love to hear from you!
Until next week, keep growing,
The Marketing Newsletter Team
Very informative 👏 keep up with the good work
Great overview of some of the big trends in marketing this year. I'm especially interested in bridging the gap between the in-person experience and the digital experience for boutique brands. There's typically a big gap there, yet it's definitely addressable with smart systems and content.