2024 was a big year in marketing that left many agencies and business owners across multiple industries feeling uncertain about the future and exhausted. So, what is coming in 2025 is all hope, plus I’m looking forward to embracing some new normal. While updating this topic, I came across HubSpot’s report on the top marketing trends of 2025, which examined data from over 1400 global marketers. I believe you’ll find this fascinating, so here are some bit-sized summaries for you.
HubSpot’s Top Marketing Trends of 2025
A. Marketers are Targeting Gen Z and Millennials
Marketers are doubling down on younger consumers, with Boomers and Gen X becoming less of a priority. Gen Z, in particular, is projected to drive a massive $9 trillion in global spending, making them the prime target for brands.
B. Brand-Led Marketing is Back
Data shows that consumers, especially Gen Z, prefer brands that align with their values. As a result, companies are prioritising brand storytelling, authenticity, and purpose-driven marketing to strengthen customer connections.
C. More Visual Storytelling
Short-form videos continue to deliver the highest ROI, but 2025 will see a rise in live streaming and image-based content. Social commerce and live shopping are gaining traction, especially among younger consumers.
D. There’s a Rise in Niche Influencer Marketing
Marketers are moving away from mega influencers and focusing on micro (10K-99K followers) and nano (1K-9K followers) influencers, who have smaller but highly engaged audiences. These partnerships are proving to be more effective and cost-efficient.
E. Increase in Data Challenges and the Push for Better Analytics
Stricter data regulations and growing consumer privacy concerns are forcing brands to rethink their data collection strategies. Investing in robust analytics tools is now essential for optimizing marketing performance without relying heavily on third-party data.
F. Normalizing Social Commerce
Selling on social media platforms like Instagram, Facebook, and TikTok is no longer just an experiment—it’s an expectation. A growing number of Gen Z consumers are discovering and purchasing products through short-form videos and live shopping experiences.
G. AI-Powered Content Creation
AI is revolutionising content marketing, with 43% of marketers using it to generate copy, visuals, and new ideas. As content demands increase, AI is becoming a must-have tool for scaling production efficiently.
That was HubSpot’s finding, but the marketing landscape is dynamic! Now, let’s dive into some additional trends and predictions I’ve curated to give you an even deeper insight into what’s coming next.
1. In 2025, Google Users will Stay on Google
Google already has ways of keeping users on its search engine result page, which will continue into 2025. From AI overviews to Google products dominating SERP, the platform is trying harder than ever to keep searchers within its platforms. YouTube videos are dominating a part of the search; the same is maps, and then forums. So what should marketers do? I believe it’s time for platform-specific optimisation. Where are your audience spending their time—on YouTube, forums, social media, ChatGPT, or Perplexity? Find out and optimise for those platforms. Data from 2024 shows that many Google searches end without a click, which takes us to the next 2025 marketing predictions.
2. There will be Increase in Sense Search
Traditional keyword-based search is being redefined as voice and visual search are shifting away to conversational (voice) and image-based. A study shows that 30% of internet users aged 16-64 worldwide use voice assistants each week. Platforms like Google Lens and Pinterest power the voice search trend, making it key for discovery. Visual search is expected to grow at 17.45% between 2024 and 2032.
What does this mean for marketers and businesses? Targeting potential keywords that previously may have felt out of reach has become necessary, requiring more conversational marketing. Since millions of monthly searches are done via voice search, and the queries tend to be more natural, I believe targeting longer form keywords have become necessary. Answering queries in a conversational tone, providing rich but bit-sized information is also key. Both big and small brands can leverage this trend to stand out in search.
3. AI-Enhanced Seamless Customer Journey
In 2025, many brands will leverage AI to create more connected interactions across all platforms. This will be achieved through the use of AI to unify customer data. For instance, marketers can now turn email campaigns into sales by leveraging apps like Zaymo, which allows consumers to purchase items and leave reviews directly without leaving the email campaign. This extends to other platforms, including social media, which are becoming one-stop shops for all consumers’ online needs. Top brands are also preparing for a future of phygital experiences where customer experience combines physical and digital elements to create a more personalised and immersive experience.
4. AI Use Will Become More Data-Driven
AI for content generation thrived during the early part of 2024. In 2025, AI use is expected to shift from generating content to using data efficiently. ofcourse, AI for content generation is not slowing down, but usage will become more data-driven.
This includes data-based content optimisation, better personalisation, and audience segmentation. Marketers will look forward to creating content around user-intent queries and leaning on AI to make interactions more seamless and tailored.
5. Increase in Multi-Platform Approach
A multi-platform marketing approach, also known as cross-platform or omnichannel marketing, is a strategy that involves promoting a product or service across multiple channels to reach a broader audience.
In 2025, marketers and businesses will continue to adopt multi-platform marketing to meet their audience where they are online and create a seamless customer experience.
This means as a business, you should be present everywhere—on Google, social media, and AI-driven platforms. Also, ensure you create the right content for each platform.
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Key Takeaway
In 2025, Google will continue keeping users on its page. There will be an increase in voice and visual search. AI will be used more to enhance customer experience, and multi-platform marketing will continue to thrive! That’s not all though – marketers are targeting GenZ and Millenials more and interestingly, these sets of consumers are increasingly concerned about values and branding. There’ll be more visual storytelling and normalization of socialcommerce. However, the big shift in 2025 is about going deeper, having more fun, and offering real value. At Pandora Agency Limited, we are so excited about the year. Are you ready? Drop your comments, and let the conversations begin!
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