11 marketing trends to watch in 2025
Marketing seems to be evolving faster than ever before and staying ahead of the curve is essential for businesses looking to thrive in today’s competitive landscape. As we enter 2025, here are the top marketing trends to watch and adapt to for sustained success.
1. AI-powered personalisation
Artificial intelligence has now been widely adopted by marketeers. According to McKinsey, in 2024 72% of organisations had adopted AI in at least one business function, with sales and marketing being the most common areas of implementation. A survey conducted by Influencer Marketing Hub in 2024 revealed that 69% of marketers have incorporated AI into their marketing strategies.
In 2025, expect AI tools to go beyond chatbots and predictive analytics. AI will have the power to hyper-personalise experiences, from tailored email campaigns to dynamic website content that adapts to individual user behavior in real time. Brands that harness AI effectively will stand out by delivering experiences customers feel are uniquely crafted for them.
2. Sustainability as a core message
Customers in 2025 will demand more than quality products and services—they expect businesses to take a stand on environmental and social issues. Marketing strategies will increasingly revolve around sustainability and corporate responsibility. Authentic storytelling about your efforts to minimise environmental impact or contribute to social causes will be a priority for your customers. An Procurement Tactics report found that sustainable procurement practices increase brand value by 15-30%, whilst a 2024 Grant Thornton report found that nearly two-thirds (63%) of UK businesses plan to maintain or increase their investment in sustainability over the next 12 months.
3. Immersive experiences with AR and VR
Augmented reality (AR) and virtual reality (VR) to provide virtual tours have been adopted for some time within property marketing and they show no signs of going anywhere. The technology is now being adopted into mainstream marketing across other industries. From virtual try-ons in fashion and beauty to fully immersive product demonstrations, these technologies offer interactive and engaging ways for customers to connect with brands. Companies investing in AR and VR will gain a competitive edge in delivering memorable customer experiences.
4. Short-form video domination
The popularity of platforms like TikTok, Instagram Reels, and YouTube Shorts continues to skyrocket. In 2024, 83% of marketers utilised short-form videos, with this format delivering the highest return on investment (ROI) and being the most effective for lead generation and engagement.
Short-form video content is not only engaging but also highly shareable. In 2025, expect brands to focus on creating authentic, snackable videos that resonate with their audience while telling compelling stories.
In response to the rising popularity of vertical video content, Instagram recently updated its profile grid layout, shifting from traditional square format to a taller, rectangular grid. This change aims to better accommodate vertically oriented content, such as Reels and 4:5.
5. Voice Search Optimisation
With the proliferation of smart speakers and voice-activated devices, optimising for voice search is no longer optional. Approximately 20% of people worldwide were using this technology in 2024 and 27% of individuals use voice search on their mobile devices. Marketers need to adapt by focusing on conversational keywords and creating content that aligns with how people speak, not just how they type.
6. Community-led growth
Brands that foster and nurture online communities are winning big. Whether it’s through exclusive Facebook groups, Discord channels, or niche forums, community-led growth creates deep customer loyalty and organic advocacy.
Hubspot, for example, has been achieving growth through its Inbound Marketing Community using platforms such as Facebook, LinkedIn and its own community forum. Community members benefit from exclusive content and events, peer-to-peer learning support and forums to share knowledge, ask questions and discuss challenges.
By focusing on education, collaboration, and valuable interactions, Hubspot’s online community has become a cornerstone of its B2B growth strategy. This approach highlights how building and nurturing online communities can drive engagement, customer loyalty, and long-term success. In 2025, the emphasis will be on building meaningful relationships rather than chasing follower counts.
7. Data privacy and ethical marketing
Stricter data privacy regulations and growing consumer awareness mean transparency and trust are critical. The UK’s Digital Unfairness Act (DUA) Bill has been introduced to strengthen data protection laws. This legislation increases fines for breaches of e-privacy rules, including those related to cookies and electronic marketing, aligning penalties with the UK General Data Protection Regulation (GDPR).
A 2021 survey revealed that 21% of UK adults were concerned about their personal data being shared with third parties. In January 2025, the CMA announced that it will be investigating Google over its search dominance and its impact on consumers, businesses, advertisers and publishers, as well as collection of data.
In 2025, ethical marketing will focus on clear data policies, secure platforms, and practices that respect consumer privacy. Brands that prioritise transparency will gain trust and long-term customer loyalty.
8. AI-generated content with a human touch
While AI tools can produce content quickly, the human touch will remain vital. The key trend in 2025 will be striking the right balance: using AI for efficiency while maintaining authenticity and emotional resonance that only human creativity can achieve.
“There’s definitely a lot of dislike for content that is blatantly AI-written” Rakan Brahedni, LinkedIN blogger
9. The rise of micro-influencers
Micro-influencers, individuals with smaller (10,000 to 100,000 followers) but highly engaged followings are proving to be more effective than mega-influencers. 64% of marketeers have collaborated with microinfluencers, and 47% report achieving the most success with them. In 2025, brands will continue to shift their focus to partnering with micro-influencers who can authentically connect with niche audiences.
10. Interactive content and gamification
Interactive content, such as quizzes, polls, and gamified experiences, will dominate engagement strategies. Interactive content achieves conversion rates between 30% and 50% compared to 10% to 30% for static content whilst boasting engagement rates of 52%. By offering fun and engaging ways for audiences to interact, brands can increase retention, spark conversations, and collect valuable insights.
11. AEO and GEO: Advanced Search Optimisation
In 2025, search optimisation is no longer limited to traditional SEO techniques. Two emerging concepts—Answer Engine Optimisation (AEO) and Geo-Search Engine Optimisation (GEO)—are reshaping how brands approach visibility online:
Answer Engine Optimisation (AEO): With search engines like Google prioritising featured snippets and quick answers, AEO focuses on optimising content to be the definitive answer to user queries. This involves structuring content with clear headings, bullet points, and concise responses while integrating schema markup to enhance discoverability.
Geo-Search Engine Optimisation (GEO): As hyper-local searches like “near me” continue to grow, GEO ensures businesses are optimised for location-based queries. This includes maintaining accurate Google My Business profiles, acquiring local backlinks, and leveraging geo-targeted keywords. GEO is particularly crucial for brick-and-mortar businesses and service providers aiming to capture nearby audiences.
2025 is set to be a busy year for marketers. By embracing these trends and staying agile, your business can adapt and thrive in an ever-changing digital landscape.
