Marketing 2025: Embracing the Future with Human Connection, AI, and Personalisation
Discover the top marketing trends set to dominate in 2025, from the resurgence of human interaction and the strategic use of information to the integration of AI and the complexity of consumer personas. Learn how businesses can adapt and thrive in an ever-evolving digital landscape.
Bianca Luque
7/17/20243 min read
As we look ahead to 2025, the landscape of marketing is set to evolve with emerging trends that emphasise the importance of human connection, the strategic use of information, the integration of AI, and the complexity of consumer personas. These trends will shape the way businesses engage with their audiences, making adaptability and innovation key to staying relevant in a constantly changing market.
The Top 4 Marketing Trends for 2025
The Renaissance of Human Contact
Consumer spending on physical experiences and the return to human contact have been significant. This goes beyond events and concerts; it involves creating communities around the consumer. Human actions tied to happiness are being brought into the community. For example, gyms are becoming social spaces, and statistics support this trend. The ABC Fitness Wellness Report highlights that fitness businesses are becoming the new "third place" for active consumers, with a 60% increase in the use of traditional gyms and a 22% increase in studios and boutiques. We see an interesting movement in the virtual world: a shift from extended online communities to more intimate, physical ones, reflecting a pendulum swing in marketing trends for 2025 compared to the pandemic. This trend goes beyond wanting in-person experiences; it represents a new format for sharing spaces that were previously considered private. Particularly in business-to-business (B2B) marketing, micro-events are gaining popularity due to their ability to offer more personalised and meaningful interactions. These intimate gatherings, such as dinners and happy hours, allow for greater personalisation and engagement among attendees, fostering stronger relationships that large conferences often cannot provide. With their focus on high-quality experiences and effective networking, micro-events are redefining how businesses connect and collaborate, proving that in events, impact matters more than size.
The Value of Information
A significant shift in marketing will be the prioritisation of information for decision-making. One of the most important changes in recent years is access to information. Before the 1990s, consumers could measure their relevance by how informed they were. Now, consumers prefer to narrow down and receive fewer sources of information for decision-making. Similarly, companies must also streamline their information channels to choose better which sources truly drive sales. This task may seem simple but starts with auditing social networks, determining which are relevant and which should be ignored, for example. Additionally, information to consumers should be delivered through fewer channels. The greater value of connections between brands and consumers will be personalisation that avoids being the product of a stereotype or generalisation. In marketing, we often confuse personalisation with personal data; adding a name to a letter is, by definition, personalising, but it's unlikely to create a sense of personal service. The future value of information is to have a demonstrable relationship or link with the customer that translates into a vote of confidence from the consumer.
LLM Gatekeepers
LLM gatekeepers are a new role that must exist within an organisation. They are responsible for ensuring that a company's standards and values are met. As AI becomes more democratised, delivering basic marketing aspects can be achieved at a lower cost. This means that both large and small companies can compete on the same level. Therefore, two important considerations arise. First, if AI makes marketing more democratic, and second, if AI has significant biases due to the information used for its training. This justifies the need for people to elevate AI-generated marketing, create differentiating strategies, and ultimately address the tool's biases.
Ego Avatar
For example, a married woman will present one persona on Instagram, another on WhatsApp, and yet another on LinkedIn. The photos, content, and tone will be very different. This is not a new phenomenon, but it presents a significant challenge for marketing directors. It goes beyond a buyer persona or a moment of truth; it involves distinct personalities that are almost schizophrenic, coexisting in the consumer's life simultaneously. In a digital marketing world where algorithms seek consumers with similar behaviours, brands will find themselves dealing with or selling to fictional personalities based on incorrect hypotheses about purchasing behaviour. This can be verified with https://girlfriend.myanima.ai/, which garners over 150,000 organic visits per month. This implies that users are actively seeking an AI girlfriend. According to this platform, they offer "A fun and flirty dating simulator with no commitments. Engage in friendly conversation, role-play, and improve your love and relationship skills." For brands, it is crucial to understand that a new level has emerged in the purchasing process. We now have to consider three levels of depth to reach the final buyer: Digital Shopper, Shopper, and Consumer. If brands can connect with the Digital Shopper, they will have an opportunity to offer their services and products. The new filter in digital marketing will be digital marketing.
Marketing trends for 2025 will focus on AI-driven personalisation and the sustainability of personal relationships as a fundamental pillar. The ability to adapt to these dynamics will be crucial for maintaining relevance in an ever-evolving market.
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