What’s Coming in 2025

We’re a couple weeks into the new year and that means it’s trend time. As we kick off 2025, we say good riddance to the year behind us - no-one will argue that it was a doozy! All that happened in the previous 12 months, had a significant impact on consumer behaviour… both in how we consider what to buy and what we actually purchase.  

For businesses that are in the growth phase, they really have to understand these changes; it’s essential for maintaining momentum and standing out in competitive markets. 

So, without further ado, here’s what to expect in marketing this year. Keep in mind that this is just a snapshot… we’re highlighting a few key ones, and also chatting about how you can apply these trends to your business.

AI and Conversational Marketing: Smarter & Faster, But Also More Human

AI continues to shake up the world and the marketing industry is no different. In 2025, AI is becoming more sophisticated, enabling brands to create highly efficient and personalized customer experiences. Think everything from chatbots to predictive analytics, AI is helping businesses respond to customer needs faster and with greater precision. As an example, conversational marketing tools powered by AI, like live chat and messaging apps, allow businesses to engage with customers in real time. This is super important; studies from Salesforce show that 82% of consumers expect immediate responses to their questions. Yikes! You better be on your game and ready to respond.

To make the most of this trend, businesses can integrate live chat tools such as Intelcom or Drift on their websites to provide instant customer support. But, it’s not a set it and forget it type scenario… while AI tools can handle simple queries, it’s important to have a well-trained team ready to step in for the more complex conversations. Combining the speed of AI, with the empathy of human interaction is the winning formula for building trust and keeping those customers happy.

Video Marketing: Shorter, More Authentic, and Yes, It’s Still King

Video remains a dominant force in marketing, but its focus is shifting toward shorter, more authentic content. Think of platforms like TikTok (but not for long!), Instagram Reels, and YouTube Shorts that have popularized bite-sized videos, and their influence shows no signs of slowing down. In fact, video will account for 82% of all web traffic by 2025, with short-form formats leading the way due to their ability to capture attention quickly - and our dwindling attention spans (more on that in a future blog!).

For growing businesses, this trend is gold - it offers an opportunity to showcase products and services in a relatable, engaging way, using quick bites. Authenticity is key (shocker); consumers gravitate toward videos that feel genuine rather than overly polished. 

Consider sharing behind-the-scenes footage, customer success stories, or quick how-to demos that highlight your brand’s personality. Don’t have a large production budget? No worries. For businesses with limited in-house resources, collaborating with micro-influencers who specialize in video content can be an effective way to produce engaging material while reaching niche audiences. Or capture your own high-impact content using your iPhone - don’t feel this is out of reach based on budget.

First-Party Data: Owning Your Audience

One of our favourite topics! The phasing out of third-party cookies and the rise of stricter privacy regulations have made first-party data strategies a must-do for marketers. Consumers are increasingly wary of how their data is collected and used, making it critical for businesses to build trust while gathering the information needed for personalized campaigns. We will see in 2025, companies that don’t prioritize first-party data will struggle to compete in a world where data ownership directly impacts targeting and engagement.

It sounds kind of basic however here goes…. Businesses must invest in robust customer relationship management (CRM) systems and tools that help collect and analyze first-party data. Providing incentives for customers to share their information—such as exclusive discounts, downloadable guides, or personalized offers—is a great way to build your database. Transparency in how you use customer data will also go a long way in earning consumer trust and loyalty.

You don’t need to overthink this though. There are some really affordable options that will give you what you need, and grow with your business. Check out Hubspot, Zoho and Monday.com to start. You can also do a quick Google search and see all the options that can up. Feeling overwhelmed? Drop us a line… we can walk you through the criteria you should consider for evaluating CRM systems.

Experiential Marketing: Memorable Moments Matter

We all know it’s about the moments. In a world dominated by digital interactions, consumers are craving real-world experiences that feel tangible and memorable. Experiential marketing, whether in-person or virtual, allows brands to create meaningful connections with their audience. Based on research we know that 85% of consumers are more likely to make a purchase after participating in an event or experience hosted by a brand. Yup, that’s significant!

Why does this happen? Experiential marketing offers an opportunity to stand out by creating “buzz” and fostering deeper relationships with customers. Hosting pop-up events, product demonstrations, or interactive workshops can immerse customers in your brand story. For businesses targeting a global audience, virtual experiences—such as live-streamed events or augmented reality (AR) showcases—can deliver similar results. The key is to design experiences that are not only engaging but also aligned with your brand’s values and messaging.

Think of the moments that matter and what people will remember and talk about afterward.

Localized Marketing: Think Global, Act Local

We’ve heard it many times and it still rings true going into 2025. Even as digital tools make the world more connected, consumers increasingly favor brands that feel personal and feel rooted in their local communities. Research from Think With Google, indicates that searches for “near me” have grown by over 500% in recent years - so yes, this does highlight the demand for local connections.

Localized marketing can also be a point of differentiation. Optimizing your local SEO is a great starting point—depending on your brand, ensure your business listings are accurate and include localized keywords to improve visibility in search results. Again, if it’s relevant for your brand, running community-focused campaigns that highlight your local ties or support neighborhood initiatives can strengthen your connection with the audience. For example, partnering with local influencers or sponsoring local events can help establish your brand as a valued member of the community.

Wrapping It Up

Marketing in 2025 is all about connection, relevance, and adaptability. While that’s a whole lot of buzzwords, the meaning behind those buzzwords is what’s important. Whether it’s using AI to enhance customer interactions, embracing the power of video, building trust through first-party data, or creating memorable experiences, the key is to align your strategies with the evolving expectations of your audience.

The good news? Implementing these trends doesn’t have to be overwhelming. Start small, experiment (we say test everything!), and focus on what resonates most with your audience. Doing things differently is where you’ll get the results. 

Drop us a line and let us know what you’re doing differently this year! We always love to chat all things marketing :).

Sources:

https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/

https://www.eventmarketer.com/wp-content/uploads/2018/06/eventtrack2018execsumm.pdf