Marketing trends for 2025
I decided to make such a post for myself, so it will be interesting to see it later. I will not mention everything, but only the most interesting ones, in my opinion. I mean, these are SOME trends.
But let's be clear, I am not the truth, I am not responsible for how you interpret my words interpret and for the outcome you get when you base a decision on them.
- Deterioration of analytics. Changes in privacy (the disappearance of cookies in most browsers and the ability to disable them in Google Chrome, restrictions by Apple and Google) reduce data accuracy significantly. disabling in Google Chrome, restrictions by Apple and Google significantly reduce data accuracy significantly. This makes it difficult to track user actions, channel effectiveness and ad personalisation.
Where will this lead?
- Loss of the ability to track the full chain of user actions, which makes analysis and decision-making complicates;
- Inability to correctly distinguish between new and returning users in reports;
- Deteriorating matching of CRM systems with marketing data, resulting in online and offline activities;
- Difficulties in preparing cohort reports and evaluating the effectiveness of advertising channels.
- Deterioration of personalisation, retargeting, deterioration of UX and as a result deterioration of conversion.
- CAC (Customer Acquisition Cost) will increase.
- Brands working with omnichannel will suffer even more from the inability to measure the measure the effectiveness of channels. of channels.
What should I do?
1. Focus on collecting your own data from the first party: subscriptions, mail, contacts, registrations, etc. The more information you have, the better. Build your own digital customer profiles based on all the information you have.
Developing analytics in the business.
SEO, AI, updates
Sites with a UGC component, real, not fake, will have an advantage in search. The latest Google updates have clearly taught Google how to analyse where the ‘live’ sites with cool behaviour and where the ‘bad SEO’ are, it won't perfectly work never, we will always see something for which it is unknown how and why it reached the TOP. But the trend is pretty clear. I can I can find at least 20 brands from different niches that have undergone updates and grown, and the only thing that distinguishes them from others is the presence of a true UGC component.
Textual content - The demand for real content will continue to grow and quality text written by humans written will be valued more more than ever before. What was supposed to kill ‘copywriting’ will, on the contrary, revitalise this industry breathe new life into it.
PR activities become an important factor for both standard searches and even more so for AI, and boosting mentions Boosting brand mentions is a direct route to good results in AI search engines.
Social networks
There will be even more video content, thanks mainly to AI and cheaper production.
More and more companies in different niches will switch from traditional communication methods to bolder methods, in their pursuit of loyalty and identity
Classic content plans are falling out of favour and teams are learning to ‘catch up with the trend’ and use of events around them.
Fast food content will become even more abundant, but at the same time the demand for a little more awareness will increase. aware, because social networks are becoming full-fledged search engines and this is where SEO for social networks comes around the corner. So yes, dear SMM-ers, you will have to learn something more applied.
The integration of commerce (shopping) into social networks will deepen.
The People to People concept of interaction will be a serious stimulus and challenge at the same time.
Paid advertising in SMM will face great difficulties due to analytics, which is already not easy for these channels. channels, remarketing and personalisation will deteriorate, CAC optimisation will become even more difficult especially on large brands with multiple engagement channels, it will become even more difficult to scale up social media campaigns.
Google Ads
On the one hand, there will be serious problems because of analytics. But there are also benefits, because Google is interested in in making money from this, so it will be looking to provide functionality that will will help brands improve their their advertising results. Still, the CAC will be higher. And remarketing campaigns are not effective.
But now other search engines have reared their heads, which also have paid ads, so there is less traffic, but the cost is lower. It's worth testing.
The brands that offer more than just a good product will be successful
Now comes the most abstract part, more reflection.
Most of humanity's problems have been solved, product saturation in all industries is high, everyone is the same. What has been added the problem that AI can replace some products in their entirety or individual solutions and make it cheaper or or easier. And people are easily abandoning brands and products they have been using for years because nothing seems to keep them. We need to learn how to ‘gather’ people around us.
I'm not going to give specific advice here because my thoughts are rather rough, but it's about loyalty.
The law that returning users are much cheaper than attracting new ones has already been broken, and it will only only get worse. It all has to do with privacy settings and increasing saturation.
We have to learn not to let people go, to keep them attached to our brand as much as possible. Your subscribers, social media and traffic are not yours. There are more products, data is worse and competition for customisers is fierce.
That's about it. Have a nice weekend.