Marketing Trends 2025
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What’s Coming Our Way?
As autumn knocks on the door and the days grow shorter, it’s usually time to take a look at the upcoming year. In our industry as an agency, it’s always exciting to see which trends will likely, possibly, and potentially drive us starting in January.
So, we always go on the hunt and explore the mood, look for hints, and identify what might even be considered a definitive trend for the upcoming year.
A Quick Review
Before we look forward, let's glance over our shoulder at the topics that affected us in 2024 and still keep us busy.
“The Rise of AI - or as we say in German: AI takes the next round.” This refers to how AI’s possibilities in marketing have fundamentally changed, and for instance, the creation of new content has reached a new level.
Social networks are part of the basic toolkit for any business engaging in online marketing. Younger audiences are now more active on TikTok than Google when researching something. So, if you want to be seen, you need various strategies that ideally work together.
If you want to sell, you must tell stories. While storytelling wasn’t new for 2024, many companies became more creative, making their stories more captivating. Want to stand out from the crowd? Then think carefully about what your “Once upon a time...” might be.
Marketers need values and more added value. This means the focus has long shifted from merely looking at products and features. However, this year, it became clear that customers are increasingly asking what benefits a product or solution brings to them. Often, this is also the differentiator from competitors.
Last but not least: video. Since the pandemic and the rise of TikTok, video has become a focal point across every platform as a means of information delivery. Formats like live streaming are also gaining immense popularity.
Of course, there were more trends in 2024, but let’s now look ahead to what awaits us. If you want to reminisce a bit more, feel free to check out this article.
Marketing Trends 2025 - An Overview
Here, we certainly won’t be able to cover all the trends, so we’ve picked out those that were mentioned most frequently.
AI on the Rise Becomes AI-First
This means that businesses should not only use AI but also put it at the core of their decisions and actions.
The "AI-first" approach should also use advanced analytics to track sales and reach. A forward-thinking approach to marketing increasingly relies on artificial intelligence, with chatbots playing a key role. These simulate conversations with customers, which can be used effectively for promoting products or services, both in physical stores and online. According to Forbes, chatbots are considered a crucial trend in future marketing. The AI market, valued at $93.53 billion in 2021, is expected to grow to $190.61 billion by 2025.
AI Continues to Impact All Areas of Marketing
But not only in terms of strategy will we be unable to progress without AI. Other tools will also play a crucial role in various fields.
AI-supported Content Creation: AI tools for content creation can help marketers save time and resources. AI can also test which content is most relevant to the target audience.
Personalized Customer Experience: AI can be used to recommend products or services to customers based on previous purchases and browsing behavior.
Data-Driven Decision Making: AI can help identify the most effective marketing channels to reach a particular audience.
And surely, there are many more opportunities that AI offers, which we may not even know about yet.
Immersive Technologies Attract More Attention
A brief explanation: immersive technologies include Augmented and Virtual Reality. These technologies influence our lives, work, and learning. In the coming years, we’ll certainly see more of these, which will also be relevant for businesses.
Here are a few examples of how immersive technologies can change the customer experience:
Virtual Shopping: Imagine being able to try on clothes in a virtual fitting room — easily from home. Just as easily, you could arrange furniture in your living room using Augmented Reality. This is the future of online shopping.
Experiential Marketing: Attending product launches, concerts, or other events without being there in person but having the same experience? This will become part of the AR and VR experience in the future.
Personalized Learning: The way, location, and content of learning may also change. Hands-on training, such as for businesses, can be incorporated into education and made cooler with VR or AR.
Enhanced Customer Service: Service can also be redesigned using VR or AR, offering new possibilities for support teams. Technologies like these can create a new experience, especially for step-by-step instructions.
Social Media Will (Even More) Become the New Internet
It’s no secret that being visible online means being active on social media as a business. Since TikTok’s market penetration, everyone knows the potential these platforms hold. Anyone who advertises should do so everywhere in the future — and this applies whether it’s B2C or B2B because people use social media privately, even in their roles as employees. And don’t forget: position yourself as an employer — ideally not only on LinkedIn but also on Instagram, TikTok, and others.
Sustainable Marketing
For years now, there has been a discussion about change, and sustainability is once again on the agenda for 2025. Consumers will increasingly demand transparency and ethical practices from brands. Sustainability can become a crucial differentiator, and marketing campaigns will need to reflect genuine commitments to social responsibility and environmental awareness.
Brands must clearly communicate and disclose their practices:
Supply Chain Transparency: Show where materials come from and how they are sourced, ensuring fair treatment of labor and adherence to ethical work practices.
Ecological Footprint: Disclose data on emissions, resource use, and waste reduction efforts.
Social Impact: Highlight contributions to communities, diversity and inclusion initiatives, and support for social causes.
Development of Environmentally Friendly Products and Packaging: Reduce reliance on new raw materials, minimize waste, and use renewable or recycled resources.
The future of marketing is exciting, dynamic, and full of possibilities. Companies that embrace new technologies, understand their customers’ needs, and stay true to their values — and perhaps even focus on sustainability — can succeed in 2025 and beyond.
Additional Sources
If we were to include all the sources, our blog post on trends for the coming years might rival an encyclopedia. But that’s not possible, so we’re picking out the biggest ones.
However, if you want to read more, you can check out these literary works:
Or you can do your own research if you need more information because, of course, there’s much more to read and discover.
Summary
Who doesn’t love autumn? The golden fall in Germany. Even though it’s often rainy and gray in reality, it’s also a time to think about new beginnings that come with each new year. And with that, trends and developments as well.
For marketing, we’ve highlighted the most exciting trends from our perspective. We will, of course, also inform you about the forecasts for design, content production, and web development. In the meantime, feel free to browse our blog.
