As business technology evolves, marketing in 2025 will bring new ways to connect with consumers and deliver engaging experiences. Current and upcoming trends revolve around AI, business values and user-generated content. If used correctly, these areas can provide many opportunities for brands to thrive. This blog explores five key predicted marketing trends in 2025 and how Planet Marketing can help you navigate them.
1. Technology integration (especially AI) will continue to grow
Artificial intelligence (AI) is already changing many aspects of daily life. If you don’t think you use AI, did you know that it’s used in Google search and Google Maps, Netflix, Uber Eats and your camera phone?
“Google’s AI Overviews offer a short AI-generated summary at the top of the website, as well as a traditional list of indexed links. These new tools could eventually challenge Google’s 90% market share in online search.”
Chat GPT is developing its own online search (accessed through a paid subscription). “ChatGPT now integrates web search for faster, up-to-date answers, combining AI’s natural language with real-time information.” An increased use of AI for search instead of Google or other search engines will have a huge impact on marketing and SEO, although we won’t know the full extent until it starts to happen.
Still don’t understand the difference between traditional search and chat?
“Classic search returns multiple answers, ordered in the manner the search algorithm believes is most relevant to the query. Search results can go into many pages. A Chatbot returns one or more answers (but often one).”
“If your goal is to be found on a search – how to get a tool like ChatGPT to return your website as an answer is not clear. For classic SEO – there are well defined guidelines (backlinks, appropriate content, well-formed pages etc.) that businesses can follow to get their pages ranked higher on searches of selected keywords.”
In terms of marketing your business, AI offers the opportunity for integrations that will enable companies to do more with less – create efficiency gains, enhance customer interactions, and create immersive experiences. AI can assist with running data analytics, compiling customer segmentations and writing content as well as assisting consumers through the customer journey through chatbots and virtual assistants.
Additional technology such as augmented and virtual realities can create incredible and meaningful customer experiences to explore services. Watch this space!
Not sure how AI will affect your website or other marketing efforts? Get in touch for a free marketing strategy session today.
2. Social media in-app shopping increasing
Social media started out as an entertainment platform – but has now morphed seamlessly to a place of discovery and shopping. Shopify reports that 82% of consumers use social media to shop, which means an increase in purchases directly through platforms such as Facebook, Instagram and Pinterest. The integration of “Buy Now” buttons and in-app checkout features simplifies the consumer journey.
With increasing transactions moving through social media, it’s important for companies to promote engaging content. Short-form videos, live streaming, interaction content (polls, Q&As etc) will continue to dominate activity across the platforms and help to enhance brand profiles.
Don’t have time for your business’s social media? We can help!
3. Customers care about your values
Your company’s values are increasingly important to promote in your marketing.
ESG is a framework that refers to a company’s sustainability and ethical impact, and covers three areas – Environment, Social and Governance. This can involve product design, community efforts, office recycling and waste management, carbon offsetting, product claims, and types of investments, among others. ESG can be explained as the new ‘triple bottom line’ concept for businesses.
Consumers are increasingly aligning their purchasing decisions with their personal values. According to a recent McKinsey report, more than 60% of consumers say they are willing to pay an increased price point for a product with better sustainable packaging.
It’s important to build business sustainability with a personal approach. To connect with your consumer, first you must create and promote your business’s ‘purpose’ and values effectively through your marketing – developing sustainable business practices, implementing changes to capture more of this discerning audience, and finding ways to stand out from the crowd.
But beware of greenwashing – if you say you do it, make sure you do it. Audiences are now very savvy and expect complete transparency from businesses – so to avoid reputation risk, ensure you are completely honest in your ESG claims.
4. Get personal
Personalisation in marketing can create help build trust and loyalty with brands. However, while personalised was once a bonus, consumers now expect it.
Modern consumers expect brands to understand their needs and provide tailored experiences. Deloitte Digital found that 75% of consumers are more likely to purchase from brands that deliver personalised content. A report by HubSpot highlights that 71% of customers feel frustrated when experiences are impersonal. Hyper-personalisation enables brands to use data to anticipate customer needs, creating more impactful interactions.
When reviewing this part of your business, remember that understanding and adhering to consumer data and privacy rights are of utmost importance.
5. Content moving from influencer partnerships to user-generated and employee-generated content
We are seeing influencer marketing decreasing, with an increase instead in using user-generated content (UGC) and employee-generated content (EGC).
Initially brands partnering with influencers to promote services or products had good sales and brand marketing success, but the impact is now decreasing due to a lack of authenticity and transparency. User-generated content (UGC) generates a sense of community, and employee-generated content (EGC) puts the faces and stories behind a brand into the public eye. UGC and EGC are seen as more believable and transparent.
A LinkedIn Pulse article states that “This personal touch can create a stronger emotional connection with customers, as they see the people behind the brand/business as relatable and trustworthy… look for opportunities where your customers or employees can share their stories and experiences in a way that aligns with your brand’s values. This could involve highlighting how your product or service has made a positive impact on the lives of your customers, or showcasing the creativity and talent of your employees.”
Content is king! Show off your stellar customer service, compelling founder story, an impactful product experience, or customer feedback for more valuable online interactions.
In conclusion
Overall, 2025 is set to be an exciting year in marketing with many more ways to connect and engage with customers, get more creative and learn more about technology. And the rising importance of business values and authenticity is great to see – for customers, staff, the community, and the planet.
Not sure where to start? Whether you’re exploring the latest marketing technology and tools, creating personalised customer content, or how to tell (and sell) your brand story and values – we can help!
Planet Marketing provides practical and sustainable marketing advice – helping you determine what marketing suits your business best.
Naturally Better Marketing…
References:
- MIT Technology Review: OpenAI brings a new web search tool to ChatGPT
- CMS Wire: OpenAI Debuts ChatGPT Search: Has Online Content Search Changed Forever?
- Forbes: ChatGPT: Is SEO – As We Know It – Dead
- Deloitte Digital: Marketing Trends of 2025
- Hubspot: How to Use AI for Marketing Analytics
- Hubspot: AI Predictions that Could Impact Marketers in 2025
- Forbes: Digital Marketing Trends For 2025 And Beyond
- Shopify: 11 Important Consumer Trends To Watch in 2025
- McKinsey: Consumers care about sustainability—and back it up with their wallets
- Shopify: Global Ecommerce Statistics: Trends to Guide You in 2025
- LinkedIn: The Shift from Influencers to UGC & EGC in Social Media Marketing
