2024 was a year full of major global twists and turns: 60+ national elections, generative AI, major changes to social media platforms, and cultural phenomena fuelled by TikTok trends – for marketers and communicators, keeping a handling on everything has been challenging to say the least. But what about 2025?
Undoubtedly, the year ahead will similarly conjure up some curveballs. However, there are several key trends that are likely to define marketing and communications during the year ahead.
From deepening AI adoption to the rising importance of authenticity, quality and community in content strategies, here are some of the top trends to keep an eye on.
A new era of AI-driven personalization
With generative AI now firmly in the mainstream, users are actively exploring how the technologies can best work for them. In the case of marketers and communicators, there’s a strong case to be made for AI-led personalisation.
With AI-powered tools, firms can analyse key data surrounding consumer behaviours, preferences and purchasing history. With that information, marketers can connect with their audiences on a deeper level through tailored content and targeted messaging that should ultimately serve to boost conversions, sales and customer loyalty.
Brands must also address ethical AI concerns
With that said, as AI adoption grows, ethical concerns around its usage will move in tandem.
From question marks over data protection to concerns about the ability of AI to create and spread misleading information, marketers that lean into using generative AI more freely must put the necessary controls in place to avoid any potential problems.
Ethical AI guidelines must be developed and followed, while brands should also be transparent about their use of these technologies. That includes being clear about how AI algorithms are being used and the relationship these systems have with customer data. Without that transparency, consumers may feel their data and privacy isn’t being prioritised.
Demands for authenticity and community will grow
In an era of technology, audiences are increasingly craving community connections and valuing authenticity within content.
Marketers should embrace this, prioritising community-building initiatives designed to increase engagement, while also ensuring that content is honest and aligned with the values of audience members.
By placing emphasis on building authentic connections, brands will be able to deepen trust and turn customers into true brand advocates.
Quality will become more important than ever
Similarly, with AI set to continue to ramp up the output of content, it has never been more important for marketers and communicators to really take the time to ensure that their content adds value.
With less attention, and more competition, audiences will increasingly skim over content that fails to pique their interest. Authenticity is one way to better engage audiences, yet the quality of the content you create will remain equally important.
Sustainability to take a prominent position in communications
Demands on brands to prioritise people and planet ahead of profit have been gradually growing year by year, and 2025 won’t be any different. Today’s customers are looking far beyond price and product quality, assessing the environmental credentials and ethics of brands as a major part of their purchasing decisions.
To meet these expectations, companies must focus on emphasizing sustainability initiatives and social values within their communications.
The rise of video will continue
The importance of video has ramped up in recent times, proven to be a marketing tool capable of capturing attention and quickly conveying key messages.
If done right, video can be a highly effective medium in building stronger relationships with customers. However, that doesn’t necessarily mean heavy investments in fancy productions. In an increasingly cluttered digital space, simplicity often wins.
A shift away from cookies and towards first-party data
While Google reversed its plans to ditch third-party cookies last year, the tech giant’s new proposed requirement to have “opt-in” web tracking has created great uncertainty over the potential value and future of cookies.
For those that haven’t already moved away from third-party data, 2025 could be the year to do so, and instead focus more closely on extracting maximum value from owned data. By investing in methods to boost the collection and analysis of first-party data, firms will be well placed to succeed, regardless of the future cookies.
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