We’ve consulted our crystal ball, reflected on 2024 and come up with the marketing trends we expect to see developing across 2025.
Looking ahead to the new year, we’re thinking about how we can help our clients navigate the patterns and trends we’ve seen building throughout the year. Speaking with our clients in both the UK and USA, we often receive the same requests across different sectors.
Let’s explore these patterns and look at strategies to keep pace with our predictions.
1. Putting people first
With consumers craving more meaningful connections, we’ve seen a shift with brands moving to empathic messaging and a customer-first approach that feels more genuine rather than profit-driven. We can help guide messaging that puts empathy first, helping to position your brand as not just a product or service provider, but as an active partner in solving real-life problems.
2. Rise of AI and Hyper-Personalisation
Next year we’ll see a rise in the use of artificial intelligence across all marketing functions, and we’re specifically expecting to see it used to deliver and engage with more targeted content. Both businesses and consumers are increasingly looking for content that feels personalised and relevant to them. To stay ahead, we recommend exploring AI-driven tools that allow you to deliver tailored messaging at scale, or using it to simplify processes and responses, though we need to ensure that each piece still resonates with the needs and preferences of your audience.
3. Sustainability and purpose driven marketing
Consumers are increasingly seeking brands that demonstrate a genuine commitment to the environment and considering social responsibility. Corporate responsibility is no longer just a buzzword; it’s becoming a core value that influences purchasing decisions. As an agency, we are working towards a sustainability accreditation. Could this work for your business too?
4. Data privacy
We are seeing an enhanced focus on data privacy with customers wanting more control and transparency over the data held on them. This can work both ways, with an average 7.9% response rate for direct mail1 holding data safely and using it responsibly can give great rewards. Taking the time to know your customers well will lead to increased personalisation and targeted content that engages across all channels.
5. Community content on social channels
For our social media clients, we’re noticing a growing trend where community-driven content is playing an important role in building brand loyalty, increased engagement and impressions. This shift towards community-oriented content reflects a broader desire for brands to be seen as more relatable and trustworthy, rather than just selling a product or service. The use of micro-influencers who really resonate with your brand can be a good start.
6. Short-form video content
Every campaign we create these days has some requirement for short-form video, be it illustrated explainer videos, animated GIFs or quick reels. It’s seemingly what everybody wants to see. A great way to extend your campaign and engage with your audience, short-form video can capture attention in seconds, and bitesize content is starting to dominate our social channels.
7. User buy-in to new social media
As concerns grow about corporate control, could plans for a decentralised social media platform come to fruition? Possibly based on AI technology, offering new ways and spaces for brands to connect with audiences? We believe there is an appetite for putting ‘social’ back into ‘social media.’
Is working with an experienced marketing agency part of your 2025 vision? Get in touch to find out more about how we can brighten your future.
Source
1. https://www.jicmail.org.uk/data/response-rate-tracker-2024
