Marketing 30 years ago versus today could not be more different. It’s one of the most interesting, as well as challenging, times to be working in Marketing as Digital Marketing is changing at a faster pace than ever before. With so many new digital marketing technologies popping up on a daily basis, it can be tough to keep up with what innovations are taking the world by storm.
Nearly every day there is a new trend, new technique or introduction of a new platform which might have an impact on the marketing world. Within one year you can go from discussing whether a headline is too corny to making a TikTok video about corn!
With the world becoming a digitally-enabled society, it’s no-brainer to say that digital marketing is going to continue to be one of the cornerstone parts of any marketing strategy, for both technologically savvy and non-technologically savvy businesses alike.
The marketing environment is changing rapidly and that means we need to evolve along with it. What will the future of marketing look like? Let’s take a look at some important trends that every business strategy should be considering for the not-too-distant future.
Top Marketing Trends We Can Expect To See In 2025
1. Long-Term Brand Ambassadors
With brands globalising and globalisation, they have to stand out from their competitors even more than ever. This has led to innovations in marketing and social media, creating new billion dollar industries such as influencers and content creators.
92% of consumers from various markets say that they’re likely to believe people who are in their networks, and only 33% trust traditional advertisements.
76% of consumers go about making a purchase based on what they see on social media posts. However, out of the 96% that talk about brands online, only four percent of them follow those business’s owned profiles.
From friends to family and even colleagues, 84% of people trust the recommendations they hear from people they know. This is more than any other form of advertising.
Influencer marketing has been popular for years, because of the benefits to both small and large businesses. In 2023 and beyond, it’s likely to remain a popular marketing strategy, given the number of benefits it has to offer:
1. Increased brand awareness and reach. Brand ambassadors can help you to increase the reach of your marketing campaigns and get your brand in front of a larger audience.
2. Greater customer engagement. Brand ambassadors can act as a bridge between your company and potential customers, fostering greater engagement and connection with your target market.
3. Positive word-of-mouth marketing. Brand ambassadors can generate positive word-of-mouth marketing for your business, which can lead to increased sales and customer loyalty.
4. Improved brand image and reputation. Brand ambassadors can help improve the way the public perceives your brand, resulting in a more positive image and reputation.
5. Supplementing your content strategy. Content created by brand ambassadors can be used to supplement your content strategy on a multitude of platforms, including social media, blog posts, advertisement, and more.
As the world becomes more and more digital, the importance of having brand ambassadors will only increase. In 2025, brand ambassadors will be vital to a company’s success. They will help promote a brand’s products and services and build relationships with customers. Brand ambassadors can help a company reach new markets and expand its customer base. They can also help create loyalty among customers and build trust in a brand. In an increasingly competitive global market, having brand ambassadors will remain essential to a company’s success in 2025.
Celebrity endorsements just aren’t as effective as they used to be. In fact, nano-influencers and micro-influencers have 6.7 times the amount of engagement than popular celebrities.
When it comes to promoting your brand, earned media is what matters. It’s 4 times as effective as paid media.
Peer-to-peer marketing accounts for 20-50% of all purchases, and that number is only going to grow as time goes on.
2. User Generated Content (UGC)
In today’s competitive marketplace, user generated content (UGC) signals a brand as not only being trustworthy, but also says to users “we care about your input and believe you are our peer”.
What is UGC? User generated content is a form of marketing where consumers create and share content about a brand without being paid to do so. This can include reviews, testimonials, photos, videos, and more.
UGC is an important part of marketing because it allows brands to tap into the collective wisdom of their customers. It also helps to build trust and credibility, as customers are more likely to believe other customers than they are to believe the brand itself.
Here are four of the many benefits of UGC that every marketer should know:
1. UGC builds trust and credibility. When potential customers see that other people like them are using and enjoying your product or service, they’re more likely to trust your brand and be more likely to purchase from you.
2. UGC creates social proof. Social proof is a powerful psychological phenomenon whereby we tend to imitate the behaviour of others in order to feel accepted and belong. By harnessing UGC, marketers can tap into this natural tendency and create a sense of FOMO (fear of missing out) that encourages people to buy from them.
3. UGC is cost-effective. Creating original content can be costly, time-consuming, and difficult to scale. But with UGC, all you need to do is create a platform for people to share their own content and then amplify the best stuff. This way, you get all the benefits of great content without having to pay for it directly.
4. UGC is highly engaging. People love seeing real people using products and services in their everyday lives. That’s why UGC is so incredibly engaging—it’s relatable, real, and genuine. What’s more, research shows that UGC is 50% more trusted than traditional advertising (Nielsen).
In 2025, we expect to see even more brands using UGC as part of their marketing strategy. With the continued growth of social media and the rise of new platforms like TikTok, there will be more opportunities for brands to reach their customers with UGC. We also expect to see more companies using AI and machine learning to help them identify and curate the best UGC for their audiences.
3. Voice Marketing
As the world is becoming more and more voice-activated, it’s inevitable that speech marketing will become mainstream. Voice marketing is proven to increase customer engagement by up to 80%, while also boosting repeat orders. Sounds like a win-win, right?
According to PWC 2018, 55% of people 25 and older use voice-enabled devices at least once a day.
OC&C Strategy Consultants estimates that by 2022, 40 billion dollars will be spent in the United States and $5 billion in the U.K. through voice commerce.
By 2020, Gartner predicts that 30% of Internet searches will probably be done without screens.least once a day.
Voice marketing is one of the most exciting trends in marketing for 2025. With the advent of voice-activated devices like Amazon Echo and Google Home, more and more consumers are using their voices to search for information and make purchase decisions.
As a result, marketers need to start thinking about how to optimise content for voice search. This means creating content that is concise and easy to understand, since users are typically only asking for short snippets of information when they use voice search.
In addition, voice marketing can be used to personalise the user experience by providing custom recommendations or answers to questions based on the user’s individual preferences. By leveraging data from previous interactions, marketers can provide a truly customised experience that will keep customers coming back for more.
4. Artificial intelligence (AI)
Few things have so radically and so quickly changed marketing as the artificial power of AI. Artificial intelligence has begun to completely change how marketers interact with consumers. The reason for this is simple: AI helps marketers be more personal, more persuasive and therefore more successful.
There’s no question that artificial intelligence (AI) is reshaping the marketing landscape. As AI continues to evolve, we can expect to see even more changes in the way businesses market their products and services.
Here are 5 AI-powered marketing trends that we can expect to see in 2025 and beyond:
1. Smarter Chatbots: Chatbots are becoming increasingly popular as a way for businesses to interact with their customers. As AI continues to evolve, chatbots will become even smarter and more realistic, being able to hold natural conversations with users.
2. Predictive Analytics: Predictive analytics is a type of AI that helps businesses predict future events, trends, and customer behaviour. This information can be used to improve marketing strategies and campaigns.
3. Micro-Influencers: Micro-influencers are social media influencers with a smaller but highly engaged following. AI can be used to identify these influencers and target them with specific marketing messages.
4. Personalised Content: AI-powered content personalization will become the norm in 2025. Using data such as customer behaviour and search history, businesses will be able to deliver highly personalised content that is relevant to each individual user.
5. Programmatic Advertising: Programmatic advertising is a type of automated advertising that uses AI to buy and place ads in real-time. This approach allows
businesses to target ads more effectively and efficiently than traditional methods.
In the past four years, the number of businesses adopting artificial intelligence has grown by 270%.
The artificial intelligence market is projected to grow dramatically in the coming years. By 2025, it’s expected to reach $569 billion (nearly a 78% increase), and by 2028, it’s projected to have grown even more to $641.3 billion.
More than nine out of 10 leading organisations are investing in artificial intelligence.
61% of employees agree that AI helps boost their work productivity.
44% of organisations have reported cost savings as a result of implementing AI.
A Forbes survey has reported that 75% of businesses that use AI and machine learning techniques are successful in improving customer satisfaction by 10%.
Research and Markets has found that around 50% of customer queries are already handled by AI-based chatbots these days.
80% of consumers are more likely to purchase if there’s personalization involved in the customer experience.
The Rise of Personalised Commerce study showed that 70% of businesses that
used AI personalization reported seeing a 200% ROI from it.
With technology expanding exponentially and its exciting possibilities being made clear, it’s safe to say that Artificial Intelligence will be the new standard of advertising by 2025.
5. Virtual Reality (VR)
Virtual Reality and Augmented Reality are emerging as the latest and greatest technologies on the market. They are predicted to transform marketing and consumer engagement in the next 3-5 years. How do they work? What will the benefits be? Read on to find out more!
As MarketsandMarkets predicts, the virtual reality market is bound to keep growing as its revenue increases. In 2018, these tools generated $7.9 billion in revenue. But by 2025, they are expecting the virtual reality industry to generate $53.6 billion.
Brands like Tesla and Prada are already using virtual reality to provide 360-degree interactive experiences.
Over $500 million worth of real estate has been purchased in the Metaverse so far.
Marketing is evolving at a rapid pace and is being shaped by new technologies. Virtual reality (VR) is one of the most exciting and innovative technologies that is likely to have a big impact on marketing in the years to come. VR allows marketers to create immersive, realistic experiences for their customers. This allows them to connect with consumers on a deeper level, creating a more emotional connection. In addition, VR can be used to give consumers a taste of products or services before they make a purchase. For example, a potential customer could try out a vacation destination in VR before booking their trip!
The Metaverse in 2025
In 2025, the metaverse will be the dominant platform for marketing and advertising. The line between the physical and virtual worlds will blur, and marketing will become more immersive and interactive. Augmented reality, virtual reality, and mixed reality will all be used to create experiences that are more engaging and memorable.
A Gucci bag was sold for $4,115 on Roblox.
51% of the metaverse user base is aged 13 and under. We have seen that younger audiences are earlier adopters, with TikTok starting out with similar statistics, but has even out by now – see more in the Video Content section.
Estimates say that by 2026, 25% of people will spend an hour or more in the metaverse each day.
Over 10.7 million players watched Marshmello perform live in a Fortnite concert.
In 2025, the Metaverse will be a fully immersive, 3D virtual world that people can explore and interact with. It will be like a cross between the virtual world of Second Life and the massively multiplayer online game World of Warcraft. Businesses and organisations will have a presence in the Metaverse, and people will use it for socialising, entertainment, and shopping.
The Metaverse will be a visually stunning place, with realistic graphics and lifelike avatars. You’ll be able to explore different environments, including cityscapes, landscapes, and even other planets. There will be plenty of things to do in the Metaverse, from attending virtual concerts and sporting events to shopping at virtual stores and taking part in interactive quests.
Businesses will use the Metaverse to promote their products and services to a captive audience. They’ll also be able to hold virtual events and conferences, which will allow them to reach a global audience. Organisations will use the Metaverse for training simulations and educational programs. Marketing will become more about creating experiences than simply pushing messages. Brands will need to figure out how to create compelling experiences that people will want to come back to again and again.
The Metaverse will also open up new opportunities for data collection and analysis. Marketers will be able to track people’s movements and interactions in order to understand what they like and don’t like. This information can then be used to improve the customer experience and target marketing efforts more effectively.
As VR technology becomes more affordable and accessible, we are likely to see more businesses using it as part of their marketing strategy. Virtual reality enables consumers to have an intense emotional association with a business based on its story. That way, your customers can experience your product in a way that’s different from how they’d do it in real life – giving you the upper hand while shopping! It has the potential to revolutionise the way we interact with brands and make purchases.
6. Social Channels as the new Search Engines
With the rise of social media, more and more people are using it as a search engine. This is because social media platforms provide a wealth of information that can be easily accessed by users. Additionally, social media platforms are constantly updating their content, which means that users can always find the most up-to-date information, in short snippets.
75% of internet users use social media to research brands they are interested in.
An average of 2.5 hours per day is spent on social media and this number is on the rise.
One of the reasons why social media is such an effective search engine is because it allows users to narrow down their search results. For example, if someone is looking for a new restaurant to try, they can use social media to see what their friends and family have to say about different establishments. Additionally, social media platforms often have review sections where users can rate businesses. This makes it easy for people to find the best options in their area.
Another reason why social media is such a popular search engine is because it gives users the ability to connect with others who have similar interests. For example, if someone is looking for information on a certain topic, they can use social media to find groups and pages that are dedicated to that topic. This way, they can get firsthand accounts and recommendations from people who are experts on the subject matter.
Overall, social media is an incredibly powerful search engine because it provides users with a wealth of information and allows them to connect with others who share similar interests. Businesses need to make sure that they are visible on these platforms, as more and more people are using social media as a search engine and social media platforms are increasing their SEO capabilities everyday!
Blockchain is the technology that underpins cryptocurrencies and digital wallets, digital assets and transactions. Blockchain—and its ability to help publishers track consumer transactions while generating accurate statistics—is likely to absolutely revolutionise how we buy and sell products on the Internet. The ripple effects will be felt across commercial departments as messaging apps that create robust blockchain enabled ecosystems emerge.
By 2026, the worldwide blockchain market will be worth $67.4 billion.
The blockchain-IoT market is anticipated to register a compound annual growth rate of 40% from 2021 to 2026.
Most people prefer to use mobile wallets for their blockchain wallets.
There are many potential marketing benefits of blockchain technology. For example, blockchain could be used to securely and transparently store customer data, track the provenance of digital assets, or even create new types of loyalty programs.
Blockchain could also make it easier to target ads and personalise content, as well as reducing the level of fraud in online advertising. In the future, blockchain-based applications may even enable new types of interactive and immersive experiences, such as in-game advertising or virtual reality shopping.
In 2025, blockchain will be an integral part of marketing. Smart contracts will automate many marketing tasks, including advertising, market research, and customer relationship management. Blockchain will also enable new forms of marketing, such as programmatic advertising and targeted content delivery.
With so many potential uses, it’s clear that blockchain could have a major impact on marketing and advertising. Marketers should keep an eye on this emerging technology, and experiment with early adopter platforms and applications to get ahead of the curve.
It seems like there’s no way to stop this tide—and we’re quite alright with that because what it brings to our marketing world are prospects of better ad targeting, increased transparency as well as authenticity.
8. Interactive Content
Digital marketing, including social media marketing, is a rapidly evolving field right to meet the present and future needs of the customer. To keep up with the complex requirements and goals of future customers, marketers are now embracing a strategy of ‘interactive content’. So, how should we be adapting our digital marketing now to be more interactive?
In a recent survey, 81% of respondents said that interactive content is more effective than static content.
73% of marketers agree that interactive content, such as quizzes, makes their message more memorable.
B2B marketers are using interactive content marketing more and more these days, with 62% of them using it today.
96% of people who start a BuzzFeed quiz will complete it, leaving valuable user data behind. In addition to that, the platform receives around 9 billion content views every month.
Today, interactive content is all the rage. Interactive content has changed the way we consume media. Interactive posts encourage engagement and active participation from followers, which is a massive game changer for today’s marketers. In fact, interactive content was the norm 10 years ago. Today, it’s rare to find articles without video or other interactive components; the public wants digital media that demands attention.
Here are some of the many ways brands are creating interactive content to meet the needs of their audiences:
● Quizzes such as product matching quizzes;
● Interactive infographics that keep the audience engaged;
● Games involving your products;
● Calculators, such as our Ekhos Engagement Rate calculator (for example?);
● Contests, such as an Instagram giveaway contest;
● Maps, such as a map showing all the stores that hold your products; and
● 360 images and videos.
81% of marketers agree that interactive content is low-cost and high-impact. Interactive content is much more effective at grabbing a potential buyer’s attention than static content – and the benefits don’t stop there. Interactive content is also a great trend to take advantage of back your business and marketing goals.
When you create interactive content, it shakes things up and makes your business stand out. It attracts the attention of your customers and helps to build a personal connection with them. Marketers are increasingly focusing on interactive marketing campaigns that create two-way experiences for their audience, and we can expect the amount of interactive content to continue growing in the near future.
9. Video Content is King
When it comes to social media posts, video is king, dominating our social media feeds and the share of video traffic has increased by 75% globally in just 3 years. A study found that more than 1 out of every 2 social media posts is a video. TikTok is among the world’s most popular platforms, with 8 billion downloads on the Apple Store alone.
HubSpot, a leading marketing firm, has named video marketing as one of the most important marketing trends. The company predicts this to be true for 5-10 years to come.
Nearly 70% of consumers say that the pandemic has increased the amount of video they watch.
Wyzowl reports that 91% of marketers say video is more important for businesses
in light of the pandemic.
In one study of 500 marketers, 93% reported landing a new customer because of a social media video.
According to a SEMrush report, posts that do not contain video content get 92%
less traffic and 24% fewer shares than a post with at least one video.
A balance should be striked, though, and videos should be kept short. Data from the past few years shows that shorter videos are becoming increasingly popular, with 2017’s average video length being 6.07 minutes, and 2022’s average video length being less than 30 seconds.
Why is this shift is occurring-
1. There is no limit to what you can communicate with a video post – you can show your products, services, team and company in creative ways that an image couldn’t hope to compete with.
2. Video content is more engaging than images – people are more likely to watch a short video than scroll through a feed of images.
3. You can use video to tell a story – this is an incredibly powerful way to connect with your audience and create an emotional connection that will encourage them to take action.
4. Video social media posts are more shareable – if someone enjoys your video they are much more likely to share it with their friends, which gives you valuable exposure and reach.
5. You can track the success of your video posts – with analytics you can see how many people watched your video, for how long, where they stopped watching and more. This valuable data allows you to fine-tune your marketing strategy for maximum impact.
In 2025, social media posts will be all about engaging video, such as 360 videos. Video posts will be short, informative, and engaging.
10. Data Privacy Concerns
Data privacy is one of the most important issues to come out of the explosion in social media, e-commerce, and technology in recent years. As more products or services become available online, marketing and advertising have become increasingly dependent on data mining to achieve desired results. Marketers’ reliance on user data brings privacy concerns. Few people understand what happens to personal information once it has been uploaded to the World Wide Web. Research conducted in Europe found that 92% didn’t know where their personal data was
being stored after they uploaded it online while 60% were also unaware that anyone could access this data at all.
Decision makers need a starting point for assessing how this changing world of marketing will impact our society and need to ensure these changes are fair.
Digital marketing as we know it will never be the same again. We have seen a lot of tools and strategies change over the last few years, from Virtual Reality and Artificial Intelligence to 360 Video Content and Interactive Infographics. But what do you think we are bracing ourselves for? What do you think is NEXT in line for the marketing industry?