Rafael Schwarz is managing director at TERRITORY Influence, a leading social media and influencer marketing agency.
In today’s interconnected world, various themes, including digitalization, culture, industry, society, technology and social media, constantly influence one another. Innovation in any of these areas can significantly affect the others and the effectiveness of marketing strategies that target them.
In this article, I’ll take a look at six key marketing trends that I believe will be vital for CMOs to pay attention to in 2025 and beyond.
1. Creative Momentum
According to research from Stackla, 83% of consumers express a desire for brands to demonstrate greater authenticity and creativity. One promising method for addressing this demand is through collaborations between individuals and brands. While partnerships between people and brands are not new, the current trend features unexpected combinations of diverse industries, styles and subcultures that foster new creative perspectives.
Access to these collaborations, whether it pertains to a limited-edition sneaker or an exclusive event, often remains restricted. This exclusivity enhances the desirability of these products and immerses consumers into identity shaping communities. Notable examples of such collaborations include the limited-edition shoes produced by Vans in partnership with confectionery company Haribo, British rapper Stormzy serving as brand ambassador for Dyson and the collaboration between luxury watch manufacturer Audemars Piguet and the German DJ collective Keinemusik.
2. Search 2.0
The supremacy of traditional Google search is diminishing. An increasing number of individuals are turning to social networks and AI-driven agents for information.
In the realm of social search, algorithms and influencers dictate what is shown to users. AI-assisted systems consolidate, filter and analyze search results from various sources, leveraging both text and visual content while anticipating user intentions. As a consequence, the complexity of SEO optimization has escalated, with keywords and hashtags no longer doing the trick. I believe organizations must integrate the visual focus of Instagram, the continually evolving trends on TikTok and the algorithms of ChatGPT into their SEO strategies.
3. The Educational Era
Content on social networks has traditionally prioritized speed, simplicity and enticing presentation. However, in an age marked by fake news and AI-generated content, a robust counter-movement toward a culture of knowledge is taking shape. Whether through DIY tutorials or discussions of previously taboo topics, users are increasingly leveraging social media to generate specific niche knowledge.
Consequently, from what I’ve seen in the industry, brands are incorporating educational formats into their content marketing strategies and appointing experts as spokespersons to enhance credibility and authenticity. To cultivate a strong and enduring brand identity amid the noise, marketers must prioritize the development of pertinent, specialized content that provides real added value.
4. The Power Of Personalization
With advancements in AI, organizations are now equipped to hyper-personalize their communication toward specific niche groups and their needs. A critical factor in this process is the availability of accurate data. In a future that prioritizes privacy and is devoid of third-party cookies, first-party data and robust CRM systems will be of paramount importance.
Brands that leverage reliable data and have honed their skills in data-driven personalization can deliver precisely what consumers desire—at any time and through any channel. In achieving this, they must carefully navigate the delicate balance of individualization to not only enhance engagement rates but also maintain brand identity and recognition. I believe that proficiency in data collection, AI and marketing automation will be vital drivers of success, as the perfect alignment of visuals, messaging and product offerings can determine the likelihood of conversion.
5. Community Culture
Communities are increasingly viewed as a vital competitive asset. They foster cultural relevance, spur innovation and cultivate a new level of authenticity—contributing to enhanced sales and access to first-party data.
Consequently, a growing number of brands that I’ve seen in the industry are establishing, organizing and managing community environments in both digital and physical formats, such as broadcast channels, loyalty programs or running clubs. Within these communities, members find opportunities for social interaction and support, while companies benefit from the emotional connections and strong brand loyalty that such communities cultivate.
Organizations boasting a resilient community not only gain recognition, but they can also increase their sales, as I explain in more detail in one of my previous Forbes articles.
6. Employee Advocacy
Employees are increasingly stepping into the role of brand ambassadors. This shift not only bolsters trust and credibility in the brand, but it also becomes a crucial element in employer branding, online marketing and sales. Many organizations I’ve seen are now encouraging their employees to express their views on social media platforms, thereby breaking into new communication channels.
Corporate influencers use their personal accounts to disseminate authentic and credible content related to their company, its products, values or culture. Whether focusing on brand image, product promotion or employer branding, employee advocates resonate more effectively than corporate accounts on social media.
It is essential for businesses to empower employees to represent the company and provide them with the necessary resources and information—integrating these responsibilities into future HR strategies. I believe the ongoing skilled labor shortage and intense competition in the job market will act as catalysts that will further amplify the trend toward corporate ambassadors.
Moving Forward
Marketing trends do not arise in isolation; they are deeply rooted in societal dynamics and are shaped by technology, the zeitgeist and other factors. Technological advancements are continually redefining the functionalities of digital spaces, opening up fresh avenues for communication and sales across companies and industries. Moreover, artificial intelligence and automation are transforming all facets of marketing. Elements from pop culture and various events serve as catalysts for innovation, either introducing new themes or amplifying existing ones.
I believe marketing teams that are able to identify these intersections of social media, society, digital spaces, industries, technology and culture will be able to anticipate trends and develop winning strategies.
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