2025 marketing predictions and trends: What to expect

We simply couldn’t write a blog about marketing predictions and trends without mentioning AI, could we? AI in itself will continue to mature and embed into the workplace, but it has accelerated trends in other areas of marketing and consumer behavior that are worth considering independently.

AI summaries and diversification of the search landscape are indicators that the way we find and digest content online is changing. It’s become increasingly important for marketers to stay on top of regulatory and industry changes as the impacts of these are poised to be more far-reaching and immediately impactful than we’ve experienced to date. ‘Knowledge is power’ rings true in today’s digital age.

Personalization Renaissance

The future of marketing lies in personalization. You’ve probably heard that before. But 2025 is set to be defined by something of a personalization renaissance with the driving force of this revival being data. 

The amount of data on the internet is measured in zettabytes (with 1 zettabyte being equivalent to one trillion gigabytes – or 22 billion DVDs for the millennials amongst us). The internet reached 1 zettabyte back in 2016. In 2024, this amount of data is projected to be 147 zettabytes, having doubled in just four years. Clearly there is no shortage of data here, but sheer volumes of data alone won’t deliver better customer experiences.

Case in point; our recently released cross-channel marketing report, Hitting the Mark, uncovered that there is a worldwide data disconnect. Businesses achieved a very conservative 22% for their data collection practices, whilst achieving a lowly 8% for their ability to convert that data into personalized experiences. 

Personalization can be hard because whilst many brands are sitting on heaps of data, it’s often in a state that I like to call nearly useful. And nearly useful is pretty useless to marketers. 

Marketers will drive the shift towards owned data

Despite Google’s cookie-shaped u-turn earlier this year, the move away from third-party data continues. Marketers will reap benefits from employing more responsible data collection practices, with a focus on owned and earned data. 

There will also be greater transparency in the data collection process, with businesses more overtly communicating how data will be used responsibly and to improve the customer experience. The same goes for AI, consumers increasingly want transparency as to whether they are interacting with a bot or a human. 

Brands will need to embrace a zero-and first-party approach to data. This will help them take control of their data and drive personalized experiences. Earned data is where AI can play a significant part. Starting from good data foundations, opens up the door to predictive analytics, where brands can anticipate customer desires and preferences based on historical data. 

This moments-based marketing approach will be crucial for driving conversions and fostering long-lasting customer relationships. By tailoring interactions to specific moments in the customer journey, brands can deliver highly relevant and engaging experiences.

The future of customer engagement lies in delivering seamless and hyper-personalized experiences across all marketing channels. Whether it’s through a text message, email, social media, or a mobile app, customers expect a consistent and tailored experience. This evolution in personalization is not merely a trend; it’s a fundamental shift in how brands interact with their customers.

Hybrid retail

While the convenience of online shopping has become undeniable, consumers still crave the sensory and social aspects of in-person interactions. A study of 4,000 consumers found that generation alpha and baby boomers, each on opposite ends of the generational spectrum, were the only two generations to favor in-store to online shopping. 

Physical stores can serve as more than just retail outlets. By transforming them into community hubs, brands can foster deeper connections with customers. In-person events, workshops, and masterclasses offer opportunities for personalized interactions and memorable experiences. 

These gatherings not only drive brand loyalty but also generate invaluable opportunities for user-generated content. Brands need to think about how they make their physical presence instagrammable and tiktokable, allowing consumers to make the connection between the physical and digital themselves. 

To replicate the personalized touch of in-store interactions, brands can leverage technology to create immersive online experiences. Virtual try-on technology empowers customers to visualize products on themselves, reducing uncertainties and boosting confidence. This innovation enhances the online shopping journey, leading to higher conversion rates and fewer returns.

By creating seamless cross-channel experiences, marketers can cater to the evolving needs and preferences of modern consumers. This hybrid model offers the best of both worlds: the convenience of online shopping coupled with the sensory and social aspects of in-store experiences. 

Commercialization of AI

In 2025, we’ll see AI personalization become even more deeply woven into the fabric of everyday platforms and applications. This widespread integration will bring AI to a broader audience and create entirely new opportunities for marketers.

This widespread adoption will be driven by AI’s ability to provide a level of personalization that was previously unimaginable. For marketers, this means a shift away from one-size-fits-all strategies toward more sophisticated, data-driven campaigns that deliver content to the right person at the right time.

Imagine a future where your favorite book app evolves into a highly personalized reading companion. By examining your reading history, preferences, and even your current mood (gleaned from your device usage), AI algorithms can create a reading list specifically designed for you. Say goodbye to standard recommendations; instead, you’ll uncover hidden treasures and revisit forgotten classics, all made possible by the power of AI.

AI is maturing

AI has moved beyond the hype and is set to further transform the marketing landscape as it changes how consumers search, find, and interact with content online. 

Google’s search domination will be shaken

The world of search engines is changing fast thanks to new implementations of AI. By 2025, we’re expecting things to heat up even more between big players like Google, ChatGPT Search, and Bing Chat, offering a more conversational and interactive search experience.

Google has also rolled out new features like AI Overviews. These AI-generated summaries give you quick, relevant info on complicated topics, making searching a whole lot easier and more satisfying.

Meanwhile, other AI-driven search engines, like Chat GPT Search, are starting to gain traction. With advanced natural language processing, these platforms give you direct answers, changing the way we engage with search results. They offer a chatty, interactive way of searching that feels different from the usual list of links.

This whole shift toward AI in search is going to shake things up for digital marketing in a number of ways:

1. SEO changes: Marketers will have to rethink their SEO strategies and focus more on optimizing for those AI summaries and conversational search queries.
2. Content strategy: There will be a bigger push for crafting detailed, authoritative content that can be picked up by AI for those summaries.
3. Paid ads: The way paid search ads work might change as AI starts influencing which results get the spotlight.

As 2025 progresses, we can expect a search landscape that’s more diverse and competitive. Google’s got a solid foundation with its data and infrastructure, but it will need to keep innovating to stay on top whilst AI challengers continue to emerge.

Human oversight in AI

AI is a powerful tool that excels at automating routine tasks, but when it comes to creativity, empathy, and strategic thinking, human input remains irreplaceable.

Take Coca-Cola’s AI-generated Christmas ad, for example. Although the ad was technically sound—featuring polished visuals and a catchy soundtrack—it fell short in capturing the emotional depth and authentic brand spirit traditionally associated with Coca-Cola’s holiday campaigns. The ad failed to show the warmth and nostalgia that audiences expect during the festive season.

Marketers should aim to blend human creativity with AI technology. While AI can generate content quickly, it often lacks the nuanced understanding and creativity that human writers provide. By leveraging AI for initial drafts, marketers can save time and focus on polishing the content to align with their brand’s voice, tone, and messaging. 

Additionally, AI-generated content typically requires fact-checking, editing, and optimization to meet the high standards needed for search engine rankings. By combining the efficiency of AI with the expertise of human writers, marketers can produce high-quality content that resonates with their audience and drives results.

Social media evolution

As 2025 progresses, social media platforms are expected to continue evolving rapidly, with significant shifts towards short-form video content, direct messaging, and the emergence of new platforms. Marketers will need to adapt by diversifying their social media presence and investing in innovative ways to engage with customers.

WhatsApp will become the channel of choice for direct engagement

WhatsApp is emerging as a leading platform in “dark social,” a term used to describe social sharing that happens outside of traditional social media platforms like Facebook, Twitter, or Instagram. This means that conversations and interactions on WhatsApp are often private and not publicly visible.

This unique characteristic offers brands a powerful opportunity to connect with customers on a one-to-one level. By leveraging WhatsApp, businesses can bypass traditional marketing channels and directly engage with their audience. This personalized approach fosters stronger customer relationships, driving higher levels of trust and loyalty.

With its vast user base and intuitive interface, WhatsApp is poised to become the primary channel for direct customer service. By providing real-time support and personalized assistance, brands can significantly enhance customer satisfaction and loyalty.

The platform’s instant messaging capabilities allow for quick resolution of issues, enhancing the overall customer experience. By responding to inquiries in real-time, brands can significantly cut down on wait times and make customers feel appreciated.

Moreover, the use of chatbots can address common questions at any time, while more complicated matters can be easily passed on to human representatives. This blend of automation and personal interaction guarantees that customers receive prompt and relevant assistance.

Marketers can use the channel to share rich media content, including images, videos, and documents. Visual content helps customers make informed decisions and provides a more engaging shopping experience. This visual personalization allows you to:

1. Showcase products with high-quality images directly in the chat window
2. Provide detailed visual instructions or product demonstrations
3. Use GIFs or images to highlight new arrivals based on a customer’s browsing history

WhatsApp enables brands to enhance customer relationships by sending easy referral links after positive experiences. By encouraging happy customers to share the brand with their network, businesses can tap into new leads and continue to cultivate their existing customer connections. Note that WhatsApp has rules around what type of messages can be initiated by businesses which requires pre-approval of templated messages. 

The diversification of TikTok’s audience

TikTok’s influence is on the rise, moving beyond its early image as a hub for viral dances to become a significant platform for marketers aiming to engage a wide-ranging, multi-generational audience. While Gen Z remains a key demographic, recent statistics show that TikTok’s user base is broadening to include older generations, with Gen X now making up about 28% of users.

This demographic shift offers a unique opportunity for B2B brands to utilize TikTok for sharing informative and educational content. As Gen X users look for valuable insights, they seek practical information that can enhance both their personal and professional lives. This includes educational materials such as quick tips, life hacks, and career-focused resources that help them manage their busy schedules and promote professional growth.

By sharing industry-specific knowledge, brands can effectively meet the needs of older users while aligning with TikTok’s evolving content landscape. This strategy not only meets the needs of older users but also fits well with TikTok’s changing content landscape.

At the same time, Gen Z’s increasing presence in the workforce makes TikTok an excellent platform for brands to enhance their reputation among young professionals. By providing career-oriented content, skill development resources, and insights into industry trends, brands can establish themselves as essential partners in the professional growth of this emerging workforce.

To effectively engage this diverse audience, brands should:

• Create authentic, relatable content that appeals to various age groups
• Develop informative videos that deliver real value to professionals across generations
• Highlight company culture and behind-the-scenes glimpses to humanize the brand
• Use TikTok’s features like duets and challenges to foster user engagement
• Partner with industry influencers to broaden reach and enhance credibility

By embracing TikTok’s expanding influence and tailoring content strategies for a multi-generational audience, B2B brands can significantly boost their reputation, attract top talent, and forge meaningful connections with both current and future business decision-makers.

New data regulations and privacy laws

The marketing landscape is undergoing significant changes, driven by evolving data privacy regulations and rapid advancements in technology. As new laws emerge globally, marketers are under increasing pressure to prioritize data privacy. This means ensuring compliance while also maintaining customer trust. Failing to adapt to these changes could leave brands struggling to navigate an increasingly complex environment.

Our CMO Tracker has pinpointed two primary challenges: disruptive technology (33%) and data privacy (32%). As we move toward 2025, these issues are becoming more intertwined, underscoring the urgent need for integrated solutions that address both.

To remain competitive in this fast-evolving landscape, marketers need to adjust their strategies. 

One of the simplest ways to achieve this is by streamlining their martech stacks. By focusing on data privacy, investing in strong technology, and staying updated with industry trends, marketers can effectively navigate these challenges and drive business success.

How Dotdigital can help

Dotdigital, a customer experience and data platform (CXDP), is here to help you navigate this complex landscape. Our comprehensive suite of tools empowers you to deliver personalized customer experiences across multiple channels.

With Dotdigital, you can:

• Personalize customer journeys: Leverage AI-powered insights to create tailored experiences that resonate with each individual customer, from personalized product recommendations to targeted marketing campaigns.
• Master WhatsApp marketing: Build deeper connections with your customers through two-way WhatsApp messaging, offering instant support, personalized promotions, and timely updates.
• Retarget your customers on TikTok(and more): Utilize TikTok leads and audiences to capture valuable customer data directly from the platform, enabling you to retarget potential customers with highly personalized ads. 
• Streamline your martech stack: Integrate Dotdigital seamlessly with your existing marketing tools to optimize your workflow and improve efficiency.

By choosing Dotdigital, you’ll be equipped to thrive in the ever-changing marketing landscape and deliver exceptional customer experiences.

Prepare your marketing strategy for 2025

As 2025 progresses, we expect trends in AI, personalization, and industry regulations to keep us on our toes and continue to affect the marketing landscape. By taking control of data, operating a policy of transparency and authenticity, and thinking progressively about your channel mix, brands will be better equipped to deliver better customer experiences and drive meaningful results from their marketing.