Marketing Trends and Predictions for 2025

Marketing has undergone several shifts over the years despite serving the same goals—to build awareness and reputation, generate leads and sales, and boost revenue. However, more shifts are bound to come in the next few months.

The reason? Your audience's needs are ever-evolving, and the same approaches might not necessarily move the needle anymore. Anticipating these changes helps you take proactive measures and gain an edge over competitors. 

In this article, we’ll explore the most relevant marketing trends to look out for and the predictions to help you get ahead in 2025.

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1. Data Becoming The Heart Of Marketing

“Data has always been an integral part of marketing. Talk about demographics, psychographics, behavioral data, purchase history, browsing activity, social media engagement, location-to-device usage, and customer feedback. You need all these elements to identify your audience and know what they actually want”, says Sabas Lin, CTO at Knowee.

Besides, data-driven businesses drive up to 8x more revenue on investment than those that don’t.

Surprisingly, 87% of marketers believe data is their company’s most underutilized asset. How underutilized? Possibly as much as 68% is untapped in any way, and the remaining 32% tapped are not fully maximized.

This will change in 2025, as 40% of brands already plan to increase their data-driven marketing budgets, and 64% of marketing executives strongly agree that such an approach is critical to business success.

With data becoming not just an integral part of marketing but the heart, here are two things you should look forward to:

AI and Machine Learning Advancements

AI is no longer just a buzzword. According to Statista, this innovative tech had a market value of over $100 billion in 2023 and is expected to jump twentyfold before 2030. Hubspot’s study also saw AI adoption go up 250% in 2023, with over 26% of marketers seeing a 10-20% increase in leads after integrating AI-powered chatbots for marketing purposes.

“However powerful AI might be, it relies on data. The more data you feed it, the more it can accurately churn out applicable market insights, auto buy ad bids for your campaigns, use predictive analysis to figure out trends, and help you appeal to audience interest ahead”, Gary Hemming, Owner & Finance Director at ABC Finance, adds.

That’s one of the things that will rise in 2025. With over 88% of marketers believing AI is essential to staying competitive, there will be a significant demand for more data.

Also, how and what AI can do in marketing is currently numbered, but that’s expected to change in the coming months. OpenAI is planning to release more computing AI versions in the following year. Google is not lagging, and thousands of marketing-specific AI tools are also pulling their weight.

These upgrades mean you’ll be able to utilize your data more efficiently with AI and tap more markets for lead generation. Only if you integrate AI into your marketing from now, though.

Hyper-personalized Marketing

Mira Nathalea, Chief Marketing Officer at SoftwareHow, believes hyper-personalization goes beyond surface antics like adding names to introductions. “You must engage your audience's needs at the right time, place, and way. For instance, brands can analyze customer purchase patterns and immediate context to suggest products that match unique needs at the perfect moment. Magical, but possible.”

According to Eversage, 86% of companies that use this method report measurable business growth. Another 78% of customers say they will likely repurchase from a brand if they receive personalized content. This figure will only grow, so it’s not something you should miss out on.

“However, hyperpersonalization is only as successful as the quality and quantity of lead or customer data you have. The more you know about your audience, the more you can accurately predict their needs even before they are self-aware”, Jeffrey Zhou, CEO and Founder of Fig Loans, contributes.

Employing predictive AI tools, in addition to your robust data, will also boost your hyperpersonalization efforts. These tools can handle vast amounts of information, process them in seconds, link patterns, and provide accurate insights for interacting with leads. AI-powered web scraping tools are also helpful in collating valuable lead data from social media platforms, SERPS, inventories, forums, and product listings.

2. Content Marketing Evolution

From ads, blogs, visuals, and voice to emails and social media, content is the driving force behind virtually every marketing effort. According to Parse.ly, about 76% of marketers use content to generate leads, and more are planning to join the wagon.

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Also, content marketing has a higher success rate than other channels like cold calling. According to Businesswire, 97% of people ignore cold calls.

Is the content frenzy going to dwindle in the following quarters? Not really, according to Jarret Austin, Owner of Bankruptcy Canada. “Your audiences’ needs are dynamic, never the same as before. And content is going to play a significant role in addressing these needs. The only thing likely to change is the format of content businesses use for lead generation.”

For instance, CMI found that podcasts, blog posts, and videos perform better for awareness and demand generation. 77% of marketers also believe podcasts are perfect for creating more quality awareness and nudging leads into the consideration stage.

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So, businesses are likely to focus more on these three formats in 2025 for early-stage marketing while underutilizing whitepapers and e-books. 

Besides shake-up in content format, you should expect the following:

Short-Form Video Dominance

An average American spends over 3 hours and 50 minutes daily watching digital videos from different channels like YouTube, TikTok, Netflix, etc. What's more mind-blowing is that Android users globally spend over 10 trillion minutes watching YouTube content monthly.

How much of that do they spend on textual content? Well, just a fraction.

While all video formats and lengths are effective, shorter ones, like clips, have proven to yield more results. For instance, 39% of marketers consider 30-60-second videos to be most effective, while 28% believe 1-2 minutes is fair.

With our attention spans decreasing daily, it wouldn’t be surprising to see YouTube stories, Instagram reels, TikToks, and short ads as the top marketing and advertising preferences in 2025. So, skid ahead and start using short videos for compelling brand storytelling.

AI-Generated Content

Kathryn MacDonell, CEO at Trilby Misso Lawyers says, “Ever since OpenAI released its first version of ChatGPT, the internet has become crowded with millions of AI-generated content. Search engines have difficulty detecting which piece is human-written or not. Businesses are replacing human writers with AI to save costs. And human writers are relying heavily on AI to do content.”

According to IMH, 44% of marketers use AI for content production. This trend will gain significant momentum in the next quarters as AI becomes more sophisticated at creating humorous lines of text.

However, search engines like Google are cracking down on AI content, though that wouldn’t do much to stop AI use.

Opinion-based, generating content with AI is nothing bad. That can fast-track your marketing tasks like providing real-time, automated, personalized customer support with AI-powered WhatsApp CRM, writing quick copy for ads with Jasper, providing texts for email templates with ChatGPT, and creating viral pieces with a social media post generator. 

“But relying on it to do the heavy lifting while you sit back is not recommended. Don’t forget marketing focuses on genuine interaction with your leads. While AI can whip up good lines, you must do some human touching to infuse that human emotion”, Brooke Webber, Head of Marketing at Ninja Patches, advises.

Long-Form Content Resurgence

Long-form content is above 1200 words and usually between 2000 and 2500 words. While you might think marketers should go for short-form content, which is generally easier and faster to scan through, reports show otherwise.

In a study by ThatAgency, long-form blog posts generated far more clicks, impressions, and overall conversions than short forms. 

Similarly, ContentHacker analyzed over 428 content pieces in 2022 and found that long-form posts generated 62x more ideal customers with a 198% revenue growth compared to short forms.

So, is something bringing back long-form content? Yes.

There are millions of results per query on the internet already, and 99% of these are diluted, rehashed content pieces that barely provide any actionable value. Search engines like Bing have also integrated AI to provide quick answers when users search for a problem.

The latter is satisfying but not helpful for audiences, especially in the B2B industry, that need comprehensive information or solutions that address their pain points. If they need quick answers that are less in-depth, they can always go to chatGPT.

Does that make short-form ineffective? Not at all. Given modern attention spans and the demand for quick, engaging content, short-form content remains crucial. Knowing when to use both and creating a balance in 2025 is thus essential.

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3. Social Media and Influencer Marketing

63.7% of the world’s population—above 5 billion—and more than 94.9% of internet users own an active social media account with over 2 hours 23 minutes average daily usage. A perfect place to attract audience attention, engage, and turn them into hot leads.

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Surprisingly, businesses invest only 8.7% of their total revenue in social advertising, and some invest even less. However, that could shift in 2025 as more buyers embrace social media for shopping activities.

According to Sproutsocial, one in three consumers will use social media to discover a brand or learn about a product or service. Moreover, 91% of company executives plan to increase their social media marketing budget by over 50% of the initial amount in the next three years. And you, too, should.

To embrace the trend, you must redesign your social media strategy and work on social SEO for organic traffic. Besides linking your website to paid social ads, you can create social excerpts for your blog post in order to generate engaged leads. See how RealSteel, an ERP provider for metal companies, did that below.

Likewise, social influencer marketing is making waves. According to a report by Influencer Marketing Hub, influencer marketing campaigns bring in $5.78 for every dollar spent, and over 85% of marketers say influencer marketing helps them acquire more customers.

While it’s not a new wheel in marketing, businesses are looking to create genuine connections through niche influencers in the next quarters. Taradel’s survey also shows that 94% of small businesses plan to increase their budget for influencer marketing in the next 12 months.

See how Vhessentials did that with a niche influencer, Millionaire Nanny.

You can take advantage of the same approach, partner with micro and nano influencers within your budget, or go for macro-influencers with a broader audience reach to boost your brand awareness and generate quality leads.

Wrapping Up

There are a lot more things that will change in 2025, with some already tilting the scale. However, this article has covered the key predictions and trends that can significantly influence your marketing results. What’s left, is you taking a proactive step and beating your competitors to the peak.

Start by investing more in data collection, protection, and usage to curate hyper-personalized campaigns and leverage data-rich AI-powered predictive tools to forecast changes earlier. You should also invest in short-form video content, efficiently use AI for content, and prioritize long-form blog content to build authority.

Lastly, create a robust budget for social media and influencer marketing.

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