The world of marketing is always rapidly evolving. As we enter 2025, it’s clear that staying ahead means embracing change and adapting to new challenges.
From AI-powered search to shifting consumer behaviour, this year will demand agility and innovation. To help you prepare for the year ahead, we explore the key trends that will shape marketing in 2025.
The Rise of AI Search
In previous years there was a hype around voice search, which never rose to the levels some expected of it. Now, in 2025 text-based AI search tools are expected to take centre stage and show every sign of doing so. These tools offer conversational and context-aware results which is useful for certain types of queries.
Key Insights:
AI search will likely focus on recurring users through partnerships or ad-supported models. For example, collaborations like Samsung x ChatGPT Search could become the norm.
While AI excels in conversational searches, traditional product queries like “men’s white trainers” is expected to remain within conventional search engines.
Current metrics show increasing traffic from AI tools. However, brands are still seeking more granular data on search themes and behaviours.
What should you do?
Marketers should monitor the impact of AI search on traffic and engagement. Optimising for conversational queries and exploring partnerships with AI-driven platforms will be key strategies.
User-Centric Search Strategies
Google’s focus is shifting from algorithmic metrics to user experience. The rise of new SERP features such as AI-generated content and social integrations, highlights a move towards holistic search marketing.
Key Insights:
Searches involving images, forums, and social media content are becoming more prominent.
A 2024 study revealed that 72% of users now consider the quality of their search journey more important than the results themselves.
What should you do?
Brands must understand user behaviour across platforms and tailor content to meet these expectations. Having a unified multi-search strategy that connects Google, social media, and other platforms will be essential.
The Fundamentals of SEO Remain Strong
Despite innovations, the basics of SEO aren’t going anywhere. This includes quality content, keyword optimisation, and effective linking. Google still relies on clear indicators to rank content. The brands that ignore these fundamentals risk falling behind.
Key Insights:
Google’s algorithms may evolve, but relevancy, helpfulness, and structured content remain crucial.
Internal and external linking strategies still have a significant impact on rankings.
What should you do?
Stick to SEO best practices and embrace new features, like structured data and conversational content, to stay relevant. A balance of traditional and modern SEO tactics will yield the best results.
Multichannel Strategies Take the Lead
Relying on a single platform is no longer viable. Cross-platform stacking is becoming the standard for impactful campaigns. Doing this creates a cohesive narrative across multiple channels.
Research shows 80% of consumers engage with brands across at least three platforms before converting.
Polls, videos, and interactive content on platforms like Instagram, TikTok, and YouTube drive higher engagement.
What should you do?
Build a connected story across platforms. Make sure that each channel complements the other. For example, share a poll on Instagram, release results in a YouTube video, and follow up with in-depth insights on your website.
Building Community Over Vanity Metrics
The era of focusing solely on follower counts is over. The priorities for 2025 are strengthening relationships and creating meaningful interactions with existing audiences.
Key Insights:
Broadcast channels, like Instagram’s latest features, are driving deeper engagement.
A 2024 Meta study found that users engage 38% more with brands that prioritise community-driven content.
What should you do?
Shift your focus to nurturing your community. Encourage interaction through personalised content, exclusive offers, and engaging discussions.
PR Gets Personal
With AI automating more processes, personal connections in PR are more important than ever. Building trust and real relationships with journalists and audiences will aid brands to cut through the noise.
Key Insights:
Journalists are receiving an average of 200 emails per day. This makes standout connections even more critical.
Video and short-form content are becoming dominant ways to consume news.
What should you do?
Embrace creative PR strategies that blend traditional tactics with modern formats. This could be short-form videos and interactive press kits. Be bold, unique, and quick to adapt to new trends.
The E-Commerce Battle Intensifies
E-commerce giants like TikTok Shop, Amazon, and Google are stuck in a battle for consumer conversions. Streamlined “one-click” purchasing experiences are setting the standard for customer expectations.
Key Insights:
TikTok Shop saw a 65% increase in transactions during Q4 2024. Yet, Amazon continues to dominate with its convenience-first approach.
Google is pivoting to focus on being a strong conversion channel. However, it struggles to match the simplicity of direct platform purchases.
What should you do?
Ensure your e-commerce strategy is optimised for speed and simplicity. Integrate shopping experiences across platforms like Instagram and TikTok to meet customers where they are.
Paid Ads and Creative Control
The rise of automated ad platforms has made targeting easier. Yet, they have reduced creative control for brands. 2025 will see brands taking back ownership of their messaging, fostering stronger connections with audiences.
Key Insights:
Research shows that blending search and social strategies improves ad ROI by 32%.
Personalised ad experiences are outperforming generic campaigns.
What should you do?
Focus on integrating your search and social ad strategies for a more cohesive approach. Invest in creative assets that align with your brand story while maintaining control over your targeting and messaging.
Preparing For 2025
The year ahead is filled with opportunities for brands to innovate and adapt. Whether it’s embracing AI, prioritising user experience, or doubling down on community-building, the key is to stay connected to your audience’s needs while being agile.
At i3MEDIA, we’re here to help you navigate these shifts and make 2025 your most successful year yet. Ready to future-proof your marketing strategy? Let’s talk.
Stay Ahead with i3MEDIA
Marketing in 2025 is about innovation and connection. From AI to user-focused strategies, we help brands adapt, innovate, and thrive. Let’s future-proof your strategy.
