Ready for 2025? The marketing trends that could change everything

October 29, 2024 Digital channels Oban International

2025 is fast approaching and promises to be another eventful year. There’s the 80th anniversary of the end of World War II, the inauguration of a new US President, and the internet’s 30^th birthday. Alongside this, the global rollout of 5G, another round of climate talks at COP30, and advances in AI will usher in more change. Will live shopping finally take off in the West? Will sustainability redefine SEO? Marketers need to stay sharp and ready for whatever comes next. Let’s take a look at what 2025 has in store.

AI: Revolution or reality check?

Starting our predictions with AI? Groundbreaking. But after years of hype, we may be at a turning point. Once hailed as the next Industrial Revolution, AI is facing heightened scrutiny. In August 2024, the seven largest US tech giants lost a staggering $800 billion in value, sparking debate about whether AI can maintain its momentum or if we’re entering a period of recalibration.

A key concern is the diminishing availability of human data. A calculation from the Wall Street Journal indicates that AI may exhaust the vast data available from the internet as early as 2026. To counter this, AI companies have begun using AI-generated data for training, but this sometimes causes ‘model collapse,’ where AI systems fail when reliant on their own output. If the internet becomes saturated with subpar AI-generated content, the technology’s usefulness will decline. Tech writer Corey Doctorow calls this an unsustainable ‘inhuman centipede.’

Additionally, the hardware required for AI is becoming more resource-intensive. Data centres are expanding quickly to keep up with AI demand, and Microsoft has been steadily increasing its operations by opening new centres at a rapid pace. These facilities use huge amounts of electricity and water; a typical Google data centre uses as much energy as 80,000 households. At a time when sustainability is a priority, this raises serious concerns.

What this means for marketers in 2025: AI will remain pivotal for companies to capitalise on the productivity gains that AI has to offer, but marketers need to proceed with caution. Rather than relying exclusively on automated solutions, the future calls for a renewed emphasis on human understanding. Brands that blend technology with authentic emotion and insight will differentiate themselves in a competitive landscape.

As more users flock to private, encrypted platforms like WhatsApp, Signal, and Telegram, marketers are grappling with the challenge of tracking and analysing engagement in these ‘dark social’ channels. Past estimates suggest that dark social sharing accounts for as much as 84% of all referral traffic. However, pinpointing the exact impact today remains elusive – by definition, dark social is difficult to measure because it’s designed to be private. These platforms are especially popular with younger generations like Millennials and Gen Z, making it harder to monitor social media mentions or web traffic.

What this means for marketers in 2025: Brands that tap into dark social channels can open up new ways to drive word-of-mouth marketing and build stronger, more authentic connections in these hidden spaces. Marketers should focus on deeper insights and create loyalty through personalised messaging on private platforms. Tools like URL shorteners and advanced analytics can help track engagement, giving brands the chance to better understand and connect with their audiences in dark social.

Sustainability: The next SEO ranking factor?

Could 2025 be the year sustainability becomes a ranking factor for search engines? With climate change concerns on the rise, it’s not too far-fetched to imagine that platforms like Google might one day prioritise eco-conscious brands in search results. In this scenario, companies that genuinely commit to sustainability could see a boost in their SEO rankings, pushing digital marketers to move beyond superficial greenwashing and adopt meaningful eco-friendly practices.

What this means for marketers in 2025: Marketers should continue to include genuine sustainability efforts in their strategies. Even if sustainability doesn’t become an official ranking factor, data shows that eco-friendly credentials significantly influence buying decisions, making it a financially smart move.

Live shopping: Set to take off in the West?

In China, live shopping has become a massive industry, generating half a trillion yuan each year. Despite substantial investments from Western giants like Walmart, Meta, and Amazon, the trend has yet to gain real traction in the West. While 2025 could be the year live shopping goes mainstream outside of China, cultural differences and ingrained shopping habits mean obstacles remain.

What this means for marketers in 2025: Brands interested in live shopping should approach cautiously. Although channels like TikTok have already released an ad format specifically for live shopping, developing a mainstream strategy for live shopping that recognises Western cultural nuances will be key to capturing a broad high-volume audience.

Supply chain snags: A headache for e-commerce

The pandemic disrupted global supply chains, and with ongoing geopolitical tensions, environmental concerns, and material shortages, these challenges could continue into 2025. E-commerce marketers will need to stay agile. Paid media strategies tied to specific products may falter if supply issues arise, so focusing on evergreen content and alternative offerings is key.

What this means for marketers in 2025: Leveraging real-time data and adapting strategies quickly will be crucial to managing supply chain disruptions. Flexibility and responsiveness will help brands keep customers engaged and maintain trust.

Influencer marketing: New rules shake up ‘sharenthood’

California’s new legislation for 2025 mandates that parents profiting from social media content featuring their children must set aside earnings in a trust. As family vlogs and parenting influencers come under tighter regulation, this law aims to curb the exploitation of children by requiring their influencer parents to track the time and earnings generated by their kids’ online appearances.

What this means for marketers in 2025: If other regions follow this lead, marketers will have to adjust to a changing influencer landscape as stricter regulations affect the ‘sharenthood’ industry. Working with parenting influencers will require more transparency and compliance, especially regarding content featuring children.

Smart cities: The next marketing playground

In places like NEOM in Saudi Arabia and Dubai’s Smart City, new urban centres are being built using cutting-edge technology. These cities use AI, the Internet of Things, and 5G to create highly connected environments that are transforming how people live. For marketers, this opens up exciting new possibilities.

What this means for marketers in 2025: Smart cities offer unique ways to connect with tech-savvy consumers. Brands can deliver personalised experiences through augmented reality, AI-powered customer services, or targeted content based on location. This might include sending a promotion to someone as they pass a shop or using augmented reality to enhance their experience at a key attraction.

Nostalgia marketing: The retro revival

The pandemic sparked a revival of forgotten bands like Slowdive and Mother Mother on TikTok, showing how nostalgia can drive trends without traditional marketing. In 2025, expect Gen Z’s interest in ’90s and early 2000s culture to continue, leading brands to introduce product lines inspired by vintage styles in fashion and tech.

What this means for marketers in 2025: Nostalgia is a powerful marketing tool. By tapping into the past, brands can create relatable campaigns that resonate with both Gen Z and Millennials, using limited-edition releases to evoke memories – whether real or imagined.

Simplification: The key to smarter marketing in 2025

In 2025, the desire to simplify marketing will build. B2B marketing expert Jade Tambini highlights the ‘marketing task wheel’ as a common trap that causes burnout and mediocre results due to disjointed tasks. The trend towards ‘less is more’ is growing, as marketers discover that concentrating on a few key objectives aligned with business goals is more effective than spreading themselves thin with constant social posts, newsletters, and trending hashtags.

What this means for marketers in 2025: Quality beats quantity every time. By streamlining content production, focusing on the most effective channels, and zeroing in on key metrics, marketers can achieve better results. In an AI-influenced world, prioritising quality helps you stand out. Those who adopt a simplified strategy – targeting what truly matters – will see more lasting and meaningful outcomes as the year goes on.

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Step into 2025 with confidence

2025 is fast approaching, and the marketing landscape is shifting. From AI disruption to navigating dark social and emphasising sustainability, brands need to stay agile. But don’t worry – Oban can help you tackle these challenges head-on. Whatever 2025 brings, we’ve got the expertise to boost your brand’s global success. To find out more, get in touch today.

Further reading:

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