As we venture deeper into the mid-21st century, it’s thrilling to observe the rise of five exciting marketing trends that marketers must anticipate in 2025. These new marketing trends, supported by reliable data and expert wisdom, are rapidly transforming the landscape.
Over the last 25 years, we witnessed a dramatic increase in MarTech solutions, exploding from a few hundred to tens of thousands. This immense growth highlights the dynamic nature of the marketing field.
With the emergence of mobile technology, a new era of non-stop content consumption surfaced. Simultaneously, generative AI began unlocking efficiencies once thought impossible.
Without a doubt, the evolution is set to continue. Here’s an exploration of five new marketing trends to watch in 2025, based on the 2025 State of Marketing Report and valuable expert advice.
Key New Marketing Trends in 2025
Understanding Emerging Consumer Demographics
Millennials and Gen Z are emerging powerhouses in decision-making roles. The eldest members of these generations, now in their 40s, influence decisions both at home and in workplaces.
According to the State of Marketing report, marketers increasingly focus on these younger demographics, gradually scaling back efforts aimed at Boomers and Gen X. 
Joanna Borkowska from 6Minded observes, “We’ve noticed an uptick in collaboration with managers and founders born in the 1990s, who now significantly influence purchasing and strategy decisions.”
What is crucial for marketers?
“Marketers must adjust strategies emphasizing personalized and authentic interaction,” Borkowska advises. This generation values genuine connections, preferring brands that prioritize mutual growth and understanding.
Emphasizing Brand-Centric Marketing
As consumer interactions grow more personal and authentic, brand-forward marketing gains momentum. This approach focuses on showcasing brand values, culture, and storytelling over mere product promotion.
Continued investment in value-focused content highlights marketers’ recognition of consumers driven by alignment with brand values. Today’s consumers often choose brands reflecting their beliefs over others.
How to navigate this trend?
Quintana advises businesses, “Strongly embed your brand’s ‘why’ into each piece of content and keep actions aligned with promoted values.” Ben & Jerry’s illustrates this effectively with its activism-focused branding.
Visuals Dominate Marketing Dockets
The prominence of short-form videos, images, and live streams continues into 2025, with increased investments in these formats yielding strong ROIs.
“These formats resonate due to their storytelling potential, fostering genuine connections,” says Quintana, noting social media’s role in this growth.
Adopting visual strategies:
“Begin with repurposing longer forms like podcasts,” suggests Dan Stillgoe from Blend, “and align content with audience preferences, crafting genuine narratives.”
Expanding Influence via Niche Marketing
The reliance on influencers persists, now focusing on smaller, niche influences (those with under 100,000 followers) for authentic engagement.
Nano-influencers bring community and engagement, providing the personal touch that larger influencers may lack.
Navigating influencer marketing:
Select credible influencers with expertise related to your brand for better engagement and authenticity, suggests Paul Mortimer of Avidly.
AI’s Expanded Role in Content Creation
2024 witnessed AI’s popularity in content production but, in 2025, it expands beyond text into versatile applications. AI aids in transforming content formats swiftly and creatively.
Ryan Gunn of Aptitude 8 emphasizes, “Clean, structured data will unlock the full potential of AI-powered marketing.” Syncing accurate data enhances AI’s strategic impact and ROI.
Innovate and Connect in 2025
The pathway to success involves evolving, innovating, and staying authentic. Remember, it’s about leveraging trends to cultivate meaningful connections with audiences, contributing to genuine engagement.
Editor’s Note: Initially published in December 2020, this post receives annual updates with fresh data and insights.
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