There’s an old saying about finding what works, and sticking to it. While there’s an element of that in marketing, in today’s fast-changing world, it’s no longer as simple as that.
In simple terms, it’s a strategic framework, organising brands, products, and services within a company.
That’s all very well if you have a skilled and experienced in-house marketing team, with the means to constantly review, adjust and implement changes to your marketing strategy.
But what do you do if your business isn’t quite at that stage? If, as with many SMEs, you have a small marketing team, or an individual (who may or may not be a marketing specialist), how do you keep up? And how do you distinguish the important marketing trends suitable for your audience from the ‘fads’?
At TMA, my associates and I are constantly refining our services, approaches and processes in order to meet the changing needs of our clients. As their Fractional Marketing Director it’s my job to identify the marketing tools and strategies that will drive my clients’ businesses to greater success.
Here’s what I think successful businesses will be paying most attention to in 2025:
- Artificial Intelligence
AI and machine learning continue to revolutionise almost every aspect of digital marketing. These technologies allow you to optimise customer segmentation, create content, and personalise user interactions. Chatbots and virtual assistants are becoming more human-like, providing more intuitive customer service experiences. (One a side note, though, when researching competitors for a professional services client recently, I found that three or four of them were using the same chatbot plug-in, with an identical avatar – not a particularly authentic or differentiating user experience there!)
AI tools are also becoming standard for content creation, allowing you to generate posts, videos and captions faster than ever. The smart, successful brands, though, recognise that there needs to be a balance between AI and the human touch to retain authenticity.
The key take-out: AI is here to stay. Your marketing needs to balance it with the human touch.
- Personalisation and Data-Driven Marketing
Personalisation remains a key trend, with brands increasingly leveraging data to create tailored experiences. Advanced analytics and AI tools help marketers understand customer preferences and deliver personalised content, enhancing customer engagement and loyalty. To achieve this, your business needs to be data-focussed, with an effective CRM system at its heart.
The key take-out: data is the key to understanding your customer-base, analysing their behaviours and designing tailored experiences.
- Social Media Evolution
The landscape of social media is changing rapidly, influenced, in part, by the departure of users from platforms like Facebook and X. With concerns over misinformation, toxicity and changes in policy implemented by the platforms’ owners, the exodus is gaining momentum.
That doesn’t mean that your social media marketing strategy is dead in the water just yet, but with platforms like Bluesky gaining in popularity, it’s worth keeping half an eye on for the time being.
What is important to be aware of are changes in what users are demanding from content. The emphasis is on authenticity and relatability. Micro-influencers are gaining more traction than mega-influencers and celebrities, and short-form video content continues to dominate, with platforms like TikTok, Instagram Reels and YouTube Shorts leading the way.
The key take-out: engaging, bite-sized video content is a key way to capture audience attention quickly.
- Social Proof
We’ll be examining the rise of social proof in marketing in more detail in a future article. Social proof is the psychological behaviour trait where people look to others to guide their own behaviour. In marketing terms, that means placing trust in reviews, testimonials, ratings and social media endorsements.
Consumers increasingly prefer authentic, user-generated content over polished, glossy production, and successful brands are featuring real customers and relatable stories in their marketing campaigns.
In a quest for authenticity, consumers are increasingly looking for social proof to help them make purchasing decisions, and seeing that other people have had a positive experience makes them more likely to trust a brand themselves.
The key take-out: building social proof needs to become a key element of your marketing strategy. The platforms you use may depend on your specific business sector, but beginning by asking your customers to provide reviews and testimonials is a first step.
- Sustainability and Ethical Marketing
Consumers are increasingly concerned about sustainability and ethical practices, and brands are responding by adopting eco-friendly practices and more transparent marketing strategies, along with emphasising their commitment to corporate social responsibility and ethical values.
The key take-out: Prioritising sustainable and ethical principles can enhance your reputation and foster customer loyalty, while contributing positively to society and the planet.
For a more in-depth conversation about the key marketing trends which could deliver impact for your business, or to discuss how we can provide your business with strategic marketing support, get in touch.
tabitha@themarketingassociates.co.uk or call 01233 720379
At The Marketing Associates, we specialise in strategic freelance marketing support for professional services practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.