Experts Comment: Predictions For Marketing In 2025

The marketing sector has always been an important part of business growth. Nowadays, with the use of technology, more avenues than ever exist to leverage marketing to attract new customers.

According to iMARC, the UK digital marketing market size reached $17.43 Billion in 2023. This is a sector that is not only powering economic growth for companies, but also becoming a huge employer too.

 

What Sits Under Marketing?

 

Marketing is usually divided into 4 different types: paid, earned, shared and owned.

Paid: paid marketing covers marketing elements that companies pay for. For example, advertising is a form of paid marketing because you pay for ad space online, on a billboard or on the TV/Radio. Another type of paid marketing is Google Ads, which charge companies a cost per click to generate new customers. Partnerships with influencers can also be a type of paid marketing, as they will advertise your product for a price. Any service that you directly pay for is called paid marketing.

Earned: Earned marketing is any publicity that a company gets without directly paying for it. For example, if you are a makeup company and you release a new product, you might send it to beauty journalists to write about. Given you aren’t paying them to write about it, if they do, this is considered earned marketing. Another form of this is SEO, whereby good content and online presence drive companies up the ranks on Google. This is something you earn through work, so falls under earned marketing.

Shared: Shared marketing is all about virality. A great example of this is the Spotify Wrapped programme, where people are shown their yearly stats and then encouraged to ‘share’ it on social. Anything that people share themselves comes under this umbrella. This could be social media trends (ie TikTok dances to popular songs), hashtags or campaigns that they get involved in.

Owned: Owned marketing is all marketing done by a company’s own channels. These could be social media channels, newsletters or email marketing. Owned channels are a direct link between business and customer, helping to drive retention, engagement and growth.

But as tech has become more embedded in our lives, the ways we are marketed to have changed.

To find out what 2025 holds in store for the marketing tech industry, we asked the experts. Here’s what they had to say:

 

Our Experts

 

• Ben Foulkes, VP Digital, Epsilon
• Gretel Going, President at Channel V Media
• Jim Rudall, Head of EMEA at Intuit Mailchimp
• Ashley Wright, CCO of Visualsoft
• Daniel Landsman, Global Director of Ad Tech Solutions at Aerospike
• Vidisha Gaglani, CEO, Streetbees
• Marthe Berlin, Regional VP of Publisher Development, impact.com
• Peter Wallace, General Manager for EMEA at GumGum
• Nick Fettiplace, Managing Director at Jellyfish UK
• Franziska Motta Ferraz, VP, Media Owner Development, EMEA at Criteo
• Sam Richardson, CX Consultant at Twilio
• Alec Weekes, Director of Development & Solution Architecture at Clevertouch Consulting
• Brian Plackis-Cheng, CEO at SALESmanago
• Diderik van der Graaf, CMO of bitsCrunch
• Simon Wharton, Managing Director at PushON
• Tifenn Dano Kwan, Chief Marketing Officer at Amplitude
• John O’Melia, Chief Customer Officer at Contentsquare
• Dean Standing, Chief Customer Officer at Sagacity
• Peter Mason, CEO at Illuma
• Thomas Kriebernegg, General Manager at SplitMetrics Agency
• Mats Persson, CEO of Umbraco
• Dominik Angerer, CEO and Founder at Storyblok
• Camille Flores-Kilfoyle, Senior Director at Reputation
• Fabio Bin, Co-founder & CMO at WeRoad
• Vlad Zhovtenko, CEO & Co-Founder of RedTrack

 

For any questions, comments or features, please contact us directly.

 

Ben Foulkes, VP Digital, Epsilon

 

 

“X, the platform formerly known as Twitter, continues to lose advertisers over trust and brand safety concerns and this exodus shows no signs of slowing down. Recent Kantar data reveals that 26% of marketers globally plan to decrease their spending with X in 2025, while overall trust for X ads has fallen from 22% to 12% since 2022.

 “Advertisers are moving onto more reliable and less controversial platforms like TikTok and Instagram, while innovative brands like Spotify and Netflix are leaning into programmatic advertising on both buy and sell sides. But programmatic advertising is often misunderstood. Re-framing its capabilities, like precision targeting and real-time optimisation, or even renaming it, could do more to show off its value and relevance, distancing it from outdated perceptions.

 “Better data-driven approaches mean programmatic offers personalised and relevant ads that can enhance the user experience and drive results. For instance, in the realm of CTV, a scalable and accurate identity framework enables brands to forge long-term connections with individuals, allowing CTV efforts to be linked to measurable performance outcomes.”

 

Gretel Going, President at Channel V Media

 

 

“The larger technology’s role becomes in marketing, the more people will crave genuine human experiences.

“Across nearly all marketing practices, AI and other technologies are taking over functions ranging from basic research, data analysis and ad targeting to directly engaging with customers and even bringing full creative campaign concepts to life. 

“Both consumer and business audiences have already become comfortable with things like being more efficiently targeted online. And they don’t have much, if any, opinion on the behind-the-scenes mechanics of marketing campaigns. But on some fundamental level they do sense the contrast between the eerily perfect, yet unfeeling, content, stories and conversations generated by technology—and the imperfect, yet soulful, versions of the same that are created by real people. 

“This year we’ll see marketers take a step back to figure out where to draw the line between introducing efficiency and scale—and haphazardly replacing human ingenuity that uniquely resonates with other humans—with technology.  

“As for their audiences, the more their lives are perfectly curated by algorithms, the more they’ll crave authentic human experiences from the brands and businesses they interact with.”

 

Jim Rudall, Head of EMEA at Intuit Mailchimp

 

 

“In 2025, it will be important that marketers embrace agility and invest in tools and strategies that allow them to adapt to changing customer trends. This will keep them on track with their north star commercial outcomes and aspirations. The most transformational and impactful tool marketers can use is AI-driven personalisation. Our Brand Trust report highlights that nearly half (48%) of consumers already expect the right products and services to find them — a figure likely to rise as competition intensifies in the coming year. While 74% of businesses currently utilise AI, revenue leaders distinguish themselves by using it as a strategic assistant to drive business objectives. Generative AI is set to revolutionise marketing, enabling hyper-personalised email and SMS campaigns at scale. Predictive analytics will allow businesses to anticipate different customer needs, crafting tailored, timely experiences that boost engagement and conversion rates. Those that embrace and experiment with these advanced tools will lead the way in 2025. By prioritising agility and investing in technologies that foster adaptability, marketers can position themselves to thrive and grow, even in a volatile economic landscape.”

 

For any questions, comments or features, please contact us directly.

 

Ashley Wright, CCO of Visualsoft

 

 

“As we head into 2025, it’s clear that martech is the driving force behind retail’s next big evolution. With consumer expectations sky-high and competition fiercer than ever, retailers need to stay sharp—and smart technology is the way to do it. Here’s what we expect:

Getting personal with AI
Gone are the days of one-size-fits-all marketing. AI is here to help brands really get to know their customers. From personalised product recommendations to smart chatbots offering instant support, it’s all about making the customer feel understood. And when they do? You’ll see stronger engagement, loyalty, and those all-important repeat purchases.

Shopping gets immersive
AR and VR are no longer gimmicks—they’re game changers. Virtual try-ons, “see-it-in-your-space” features, and even shopping in the metaverse are taking the retail experience to the next level. It’s not just cool; it’s practical, reducing returns and making customers more confident in their choices.

The rise of sustainability storytelling
Consumers want to shop with their values—and they want proof. Martech tools are making it easier than ever to show where your products come from, how they’re made, and the steps you’re taking to protect the planet. Sustainability isn’t just a trend; it’s a non-negotiable.

Omnichannel for the win
Shopping isn’t tied to one channel anymore. Customers expect a seamless experience, whether they’re in-store, online, or scrolling TikTok. Martech makes it possible to keep messaging and service consistent, so wherever your customers are, they’ll feel at home. Oh, and shoppable social media? That’s going to be massive in 2025.

Subscriptions and loyalty done right
Subscription boxes and loyalty programs are getting smarter—and stickier. Gamified rewards, exclusive perks, and seamless subscription management are keeping customers coming back. Martech is the engine powering these innovations, giving retailers the edge.

In short, 2025 is all about using technology to make retail more human, more engaging, and more exciting. With the right martech stack, the possibilities are endless.” 

 

Daniel Landsman, Global Director of Ad Tech Solutions at Aerospike

 

 

“In 2025, we can expect marketers to have even more sophisticated tools for connecting with consumers at every stage of the funnel. The proliferation of personalization powered by AI will allow brands to tailor their messages with unprecedented precision, reaching users in “moments that matter” across various channels. For instance, AI-driven predictive analytics will allow marketers to anticipate consumer behaviour and tailor marketing strategies in real-time. There will be an ongoing focus on breaking down data silos, ensuring that data flows freely between platforms, tools, and departments. This is critical for creating a seamless customer experience and more accurate campaign targeting. We’ll likely see an increase in collaboration across departments—marketing, sales, IT, and customer service—facilitated by integrated data systems. For marketers, this will mean less complexity, faster decision-making, and improved campaign performance, especially in terms of ROI. Additionally, AI will take on more roles in automating routine tasks, from content creation to optimization, freeing marketers to focus on strategy and creative direction. This will result in a more cohesive, data-driven approach to marketing that directly ties into business outcomes.”

 

Vidisha Gaglani, CEO, Streetbees

 

 

“Brands now have access to insights delivered in digital reports and interactive dashboards that are easily interpreted thanks to executive summaries, data visualisations and key-finding synopses. This coupled with the on-going growth in the research software sector (12.4% vs total industry 8%) (Esomar Report 2024) will give rise to the ‘insight ecosystems’ where real-time consumer data and analysis tools become accessible across entire organisations. For instance, marketing teams could run more tactical studies testing creative or messaging, freeing Insights teams to focus on more complex, strategic research. This evolution will enable brands to make data-driven decisions and better serve consumers.

 “Platforms will also become more advanced and collaborative in nature. For example, we’ve recently released a feature in SBX which allows team members to collaborate on briefs and questionnaires, meaning comments and feedback can all happen and be stored in one place, on-platform.”

 

For any questions, comments or features, please contact us directly.

 

Marthe Berlin, Regional VP of Publisher Development, impact.com

 

“One big topic that has come up over and over again over the last few months has been the importance of consent and how that impacts publishers and the sales that are attributed to them. I think in 2025, we will see publishers finding their collective voice as they push brands to make more improvements in tracking, attribution and fairness, especially when it comes to things like consent.

“It’s already started to happen this year. We built a product for consent and we have seen brands adopting it, but I think what we’ll see more of in 2025 is publishers taking quite a firm stand and saying they will only work with brands that have implemented some sort of publisher-friendly consent mechanism that is fairer for everyone.

“2025 will also be the year in which we see the old ways of categorising publishers – cashback sites, voucher sites, content sites etc – disappear. It’s not what brands are looking for any more, nor how publishers see themselves. Brands don’t go out looking for a cashback partner or a voucher partner; they go out looking for a specific audience – for instance, single mums in their 30s – and then work with the publishers who can deliver that audience. Similarly, publishers are showcasing who their audiences are and how they can convert them. The traditional pigeonholing of publishers just doesn’t reflect the way the industry has evolved, matured and become much more data-driven.”

 

Peter Wallace, General Manager for EMEA at GumGum

 

 

“Having already gained momentum in 2024, privacy-focused contextual targeting is set to continue its rapid ascent in 2025, with advertisers exploring its potential far beyond brand safety and audience targeting.

“Using advanced contextual tools, advertisers can analyse huge amounts of web content with depth and accuracy, providing them with rich data and insights that can be used for enhancing campaign performance. This includes spotting emerging trends and cultural moments, optimising campaigns in real time, uncovering new audiences and verticals and tracking live sentiment around products.

“The untapped possibilities for contextual advertising are expanding rapidly and, as we enter 2025, I can see innovative uses of this technology pushing the boundaries of what is possible in digital advertising even further. “

 

Nick Fettiplace, Managing Director at Jellyfish UK

 

 

“The pace of marketing evolution will not slow down in 2025 and will continue to be driven by tech and AI innovations, ongoing privacy pressures, and the increasing fragmentation in the places and ways that we distribute and consume media.

“Amid this continued whirlwind of change, there will be an ever-growing need for brands to “see, understand, and respond” more effectively, quickly, and holistically than ever before. This will lead to a disruption in Media Mix Modelling (MMM), an area that has, in recent times, been seen to lag behind the broader media industry.

“I predict that the transformation of MMMs will be significant:

• From high-level and sometimes abstract, to far more granular and actionable
• From slow and episodic, to real-time and agile, moving faster and at the speed that media does!
• From prohibitively expensive, to more cost-effective and accessible, democratising advanced measurement for brands of all shapes and sizes.

“This next generation of MMMs will usher in a new era of marketing intelligence and empower brands to optimise their full-funnel, omnichannel efforts with greater speed, accuracy, and cost-efficiency.”

 

For any questions, comments or features, please contact us directly.

 

Franziska Motta Ferraz, VP, Media Owner Development, EMEA at Criteo

 

 

“The continued rise of Retail Media and Commerce Media is reshaping the digital advertising landscape. Brands, retailers, and publishers are increasingly capitalising on these opportunities, evolving their strategies to meet changing market demands.

“In 2025, programmatic advertising will play a pivotal role in unlocking the potential of commerce media. By leveraging automation, data-driven insights, and real-time decision-making, programmatic will empower advertisers to connect with consumers more effectively and drive growth.

“As consumer expectations lean heavily towards convenience, 2025 will likely see a surge in shoppable ad formats and commerce content. These formats and commerce will enable consumers to become closer to the point of purchase, minimising friction in the shopping journey.

“Moreover, commerce media networks will further integrate advertising into retail environments – both onsite and offsite – blurring the lines between discovery and purchase. This seamless shopping experience is the hallmark of commerce everywhere, where every ad is a gateway to a transaction, and every interaction is an opportunity to convert.”

 

Sam Richardson, CX Consultant at Twilio

 

 

“The term ‘digital transformation’ needs to be firmly confined to the history books. It’s an outdated, broad, and over-inflated term that suggests technology to be the end-goal, rather than a means to enable improvement. Brands are now adept at leveraging technologies to deliver effective applications. Take AI, for example. As we move beyond the initial hype, we’re seeing it deployed meaningfully by brands, resulting in small but impactful wins that truly enhance and elevate the customer experience.

“It’s not about completely transforming or reinventing experiences, but about continuously improving them. 2024 has seen some remarkable customer experiences – such as seamless, contactless returns and refunds, automated customer identification, and authentic virtual agents and Interactive Voice Responses – to name just a few. There’s growing excitement and optimism from brands about what they can achieve with technology in 2025 – without losing the personal touch customers expect.”

 

Alec Weekes, Director of Development & Solution Architecture at Clevertouch Consulting

 

 

“2025 is set to be the year AI takes hold across mainstream platforms, especially for B2B organisations. AI is now embedded into all vendor technology at multiple levels. So, to choose who to partner with, marketers should be on the lookout for new and growing technology vendors in the AI space which are offering close integrations with their existing technologies and providing ‘leapfrogging’ campaign execution against fellow competitors.”

 

For any questions, comments or features, please contact us directly.

 

Brian Plackis-Cheng, CEO at SALESmanago

 

 

“To stay ahead in a rapidly evolving ecommerce landscape, businesses must recognise that AI-powered content creation, personalised customer experiences, augmented analytics and data-driven decision-making have become essential. AI can complement human activity in a manner of ways. It can automate content production, helping to ensure speed and relevance, create targeted campaigns and enable precise customer segmentation. Additionally, AI can suggest ‘live chat’ responses to make life easier for both consultants and website visitors, and guide intelligent decision-making by analysing behavioural data and automatically selecting the most effective channel for each individual customer contact.

“Moreover, personalisation is no longer optional – it’s an expectation. Brands need to deliver tailored experiences across multiple touchpoints, leveraging insights drawn from rich customer data. AI facilitates real-time analytics, real-time workflows, and real-time engagement while the customer is still on the site, allowing businesses to respond instantly to customer actions and preferences. As such, decision-making informed by real-time analytics enables businesses to pivot quickly, optimise their strategies, and better meet customer needs.”

 

Diderik van der Graaf, CMO of bitsCrunch

 

 

“I think it’s fair to say that the scope of the traditional CMO role has expanded substantially in recent years to include privacy risk management, regulatory compliance, and more – adding complexity to the usual pressures of driving revenue and enhancing customer engagement. Today, savvy CMOs now recognize the need for a continuous stream of accurate, up-to-date, domain-specific external insights, and can’t simply rely purely on internal business data. Much like in every industry, AI is already transforming the curation of marketing strategies by automating routine tasks, and by 2025, AI will play an even more crucial role in optimizing content marketing strategies, particularly around hyper-personalization and predictive analytics. In today’s hyper-competitive, KPI-centric environment, CMOs should prioritize tools that leverage AI for audience segmentation and content recommendations, tapping into solutions like Jasper and Copy.ai to help streamline content creation for specific demographics.

“However, it’s really important to strike the right balance between AI-driven content and human creativity to ensure your messaging remains authentic. I think AI can be put to work to generate data-driven insights and assist with repetitive content creation tasks, but human creativity is the backbone of narrative development and brand storytelling. I always say marketing teams should use AI to handle technical aspects like SEO optimization, keyword research, and content performance analytics – but ultimately the creative vision has to be human-led. Personally, I am really interested in brand storytelling, so AI allows me to focus on more creative aspects of my job – creative strategy, engaging with partners, bespoke content development and roadmap execution. I enjoy the challenge of maintaining brand authenticity, interpreting complex data insights, and ensuring AI outputs align with broader business objectives and customer engagement goals.”

 

Simon Wharton, Managing Director at PushON

 

 

“The marketing world often finds itself mesmerised by the latest shiny toy, and AI is no exception. Yet, the most transformative technologies for businesses are rarely the flashiest. 2025 will be the year when the unsung heroes of marketing technology, systems that have been quietly maturing, finally take centre stage.

“Digital Asset Management (DAM), Product Information Management (PIM), and content supply chain tools will become pivotal for meaningful, scalable growth. While AI will undoubtedly play a supporting role, the true power lies in these foundational systems. They enable businesses to streamline processes, improve consistency, and deliver precisely what customers need, where and when they need it.

“Too many businesses remain burdened by fragmented data, inconsistent product information, and inefficient workflows. These barriers stifle growth and frustrate customers. By embracing tools that align content, assets, and product data seamlessly, companies can empower their teams and deliver great customer experiences.

The real innovation of 2025 will be in laying solid foundations that allow businesses to grow sustainably and connect with their customers in genuinely impactful ways. Too many businesses are way behind the curve and these tools will help enable long term success.”

 

For any questions, comments or features, please contact us directly.

 

Tifenn Dano Kwan, Chief Marketing Officer at Amplitude

 

 

“Much of what we call personalisation is, truthfully, just segmentation. Personalisation cannot happen unless it’s personal – and a truly authentic experience is difficult to create. As it stands, nobody is really getting personalisation right. We haven’t cracked the code on this yet, and most companies won’t in 2025. The industries that will get it right first, or at least make the most progress in this coming year, are those that have the benefit of engaging directly with their customers – such as the restaurant and hospitality industry. For tech industries, which are naturally more removed from face-to-face customer engagement, getting true personalisation right will take longer.” 

 

 

John O’Melia – Chief Customer Officer at Contentsquare  

 

 

“Customers today want brand interactions that are tailored to their unique needs and preferences, from personalized product recommendations to seamless and consistent experiences across channels. Creating these types of experiences demands a deep understanding of customer behavior and a holistic view of journeys. In 2025, we’ll see brands elevate their data strategies to the next level—combining quantitative and qualitative insights, and using AI to make sense of billions of data points and surface precise, timely recommendations to improve the CX.”

 

Dean Standing, Chief Customer Officer at Sagacity

 

 

“Real-time push notifications will open up new revenue streams in 2025. After years of big talk, retail marketers are ready to move on from ‘data dithering’ and strike before the window of opportunity slams shut. They need to move quickly: somebody buying sun cream may be on their way to purchase beachwear from another shop, or to change their pounds into foreign currency. Within seconds of the transaction going through, retailers need to push offers in front of the customer – whether that is an end-of-season discount on flip flops, or a deal from an affiliate Bureau de Change.

“Until now, retailers have taken days or even weeks to digest the data and push deals out to customers – in many cases, they will return from their holiday by the time an offer reaches them. This isn’t the way forward, and retailers know it. With spending remaining squeezed, they will be forced to act, using real-time push notifications to increase wallet share and drive up revenue.”

 

For any questions, comments or features, please contact us directly.

 

Peter Mason, CEO at Illuma

 

 

“For the advertising industry, we expect the ongoing integration of AI to lead to greater efficiency, creativity, and personalisation in the year ahead.

“Programmatic advertising will become even more sophisticated, with AI predicting audience behaviour more accurately, and algorithms automating media buying with precision for optimal placements.

“AI-generative design and content creation will continue to streamline the development of ad copy, visuals, and videos. Ads will dynamically adapt to individual preferences, behaviours, and even moods, creating seamless and relevant customer experiences without tracking identities.

“As marketers invest more deeply in these tools, they can expect AI-powered analytics to provide more granular insights into campaign performance, enabling precise attribution across multiple channels, and helping to refine and explain their strategies. However, as development continues apace, we expect the challenges of data privacy, algorithmic bias, and maintaining the human touch in storytelling to continue focusing minds through the coming year.”

 

Thomas Kriebernegg, General Manager at SplitMetrics Agency

 

 

“2025 will be a watershed moment for marketers and app marketers. Gone are the days of relying solely on intuition and guesswork. AI-powered tools are already empowering marketers with data insights, automating advertising campaigns and improving workflows.

“You may not know it yet, but AI is already the beating heart of successful app marketing strategies. And the truth is that if AI doesn’t power your app’s marketing, you’re falling behind.

“With AI, marketers can consistently deliver exceptional returns on investment. AI can already reduce marketing costs by up to 20% and boost revenue growth by 10%, and these benefits will only grow as AI adoption accelerates.

“AI, however, is not a magic solution. To realise its full potential, marketers and businesses will have to invest in the necessary infrastructure, data, and talent. It’s not just a case of “implementing AI”. As an industry, we have to rethink the whole marketing infrastructure based on new emerging technologies such as AI which have a great impact on many areas such as ethics, app analytics, monetisation, performance forecasting, incrementality and beyond. That’s why at SplitMetrics we are committed to research and development in this area, to responsibly apply advanced ML/AI technologies, and set new industry standards to help marketers thrive in the era of AI.”

 

Mats Persson, CEO of Umbraco 

 

 

“Continued pressure on marketers to demonstrate efficient use of tightening budgets will drive martech vendors to help deliver quantifiable ROI by enabling marketing teams to automate processes, enhance user engagement, and improve conversion rates. We’ll see CMS platforms harnessing generative AI to automate high-quality content creation while ensuring ongoing, intelligent content management through human-in-the-loop curation. Marketers and content creators will see their roles transform, as AI-driven insights identify content gaps, refine strategies based on performance analytics, and align outputs with audience-specific preferences and trends.

“Security features such as multi-factor authentication, end-to-end encryption, and secure cloud integrations will be standard expectations.

“To avoid vendor lock-in, or cumbersome custom integrations, businesses will favour flexible, API-driven solutions that allow them to choose best-of-breed martech components. Orchestration will prioritize usability for non-technical users, ensuring that even in composable setups, the CMS provides a seamless editing and publishing experience. This evolution will empower businesses to benefit from a flexible, scalable, and marketer-friendly tech stack, uniting IT and creative teams within one cohesive ecosystem. This will give rise to the “universal CMS,” which bridges the gap between all-in-one and composable systems, and which prioritizes accessibility, flexibility, and scalability, to serve both small businesses and enterprise-level needs.”

 

For any questions, comments or features, please contact us directly.

 

Dominik Angerer, CEO and Founder at Storyblok

 

 

“2025 is shaping up to be a pivotal year for martech, with a clear shift towards making tools more accessible and impactful for marketers. The focus is on how well technology enables marketers to take control without always relying on developers. Seamless integrations and platforms simplifying complex workflows are becoming essential, helping teams move faster and focus on creating real value.

“Generative AI will remain a hot topic, but the real game changer lies in integrating such tools into wider systems. AI isn’t the solution to everything, but when used to streamline workflows or enhance creativity, it becomes a powerful enabler. The key is finding balance – using technology to eliminate friction while leaving room for the human touch.

 “One of the biggest challenges, and opportunities, of 2025 will be building martech stacks that work together. Marketers don’t need isolated tools; they need systems that connect and enhance the customer journey across every touchpoint. At Storyblok, we’re focused on helping marketers and businesses cut through the noise, simplify the complex, and engage audiences in fresh, meaningful ways.”

 

Camille Flores-Kilfoyle, Senior Director at Reputation

 

 

“Data-driven decision making

“The rise of AI-enabled analytics has transformed how marketers make decisions. Data insights now guide strategy, from audience segmentation to campaign optimisation. Going into 2025, marketing’s main purpose is going to be collecting a wealth of data and driving cross-departmental integration to ensure that data-driven decisions are made at all levels of the organisation. AI-powered analytics will be instrumental in optimising business processes and return on investment, and marketing has a linchpin role to play here.”

 “Influencers are out, community-led campaigns are in

“Research has shown that influencer marketing isn’t impacting purchaser decisions as strongly as initially thought. We now know that the buying decisions and the customer journey are much more affected by online peer reviews, closely followed by family and friend recommendations. Alongside that, we see an erosion of trust in traditional media, and institutions which means that building and nurturing communities around brands will gain prominence in the coming year. Long-term campaigns that put the community voice first will leverage user-generated content and peer advocacy, and resonate with the audiences more strongly than traditional marketing strategies.”

 

Fabio Bin, Co-founder & CMO ay WeRoad

 

 

“2025 will see marketing functions integrating full-stack marketing talent and advanced tools to create agile, customer centric strategies. At WeRoad, we’ve embraced this shift by building cross-functional marketing teams equipped with both creative and technical skills and expertise, so we can seamlessly blend strategy, storytelling, and performance.

“The future of marketing tech will continue to lie in unlocking actionable insights and maximising the potential of customer data through customer data platforms (CDPs), CRM systems, and martech innovations to deliver comprehensive, 360° customer strategies. AI will further support efficiency, asset creation and even real-time customer interactions at scale.

“Looking ahead, brands will prioritise holistic, impact driven approaches. At WeRoad, our marketing mantras of “Everything is marketing”  and “Ad = Content, Content = Ad” – ensure every touchpoint has impact and is in line with our overarching strategy to support growth while also delivering experiences that resonate.

“As marketing becomes increasingly tech-driven, the combination of human creativity with cutting-edge tools will define the industry’s success and its future.”

 

Vlad Zhovtenko, CEO & Co-Founder of RedTrack

 

 

“I work with ecommerce business and affiliate marketing agencies on literally thousands of ad campaigns. What I’m seeing is an increase in multi-channel strategies. This shift, however, happens through expansion, not substitution. The idea that “Facebook is dead, and TikTok is thriving” may apply to some, but my Facebook campaigns still deliver results. Why would I stop them? Media buyers typically add channels rather than switch completely.

“As the number of channels increases, the challenge for marketers is still the same: lack of a single, reliable source of truth for decision-making. That’s why marketers still do a lot of manual work and, therefore, sometimes make rookie mistakes. Or we could call them mistakes made by professionals who are spread too thin and distracted by too much admin garbage. I believe with the surge in AI tools, we’ll see an increased use of analytics and automation to remove as much repetitive work from the daily agenda as possible.

“AI and data ownership are other critical trends. Soon pocket LLMs will be as widespread as search engines were a decade ago. But do you have the data to train them for precise responses? Owning data will no longer be a niche concern. This is part of the broader toolkit that’s emerging, which boils down to the ability to make decisions, generate insights, and turn those insights into action through analytics and automation.”

 

For any questions, comments or features, please contact us directly.