What will the marketing landscape look like in 2025?

As we look ahead to 2025, it’s clear that the marketing landscape is in the midst of rapid transformation. With emerging technologies, shifting consumer expectations, and a more complex digital ecosystem, staying ahead requires adaptability, creativity, and innovation. Our team of Journey Further experts looked to the future to provide their insights and actionable tips to prepare brands for getting ahead of the curve.  

Diversification

In 2024, we saw significant shifts in how audiences engage with content and brands. According to Lauren McFarland, Director of Social, Creative & Influencer Marketing, the year was about “ditching the polish” in favour of authentic, user-generated content (UGC). Audiences on social rejected overly curated content and real people became creators, sharing their thoughts and endorsements of brands. This trend underscores the need for brands to embrace authenticity and connect with consumers on a human level. The idea of breaking traditional moulds extends to strategy as well. Senior Strategist, Ben Bullas, highlighted a growing recognition that “brand and performance are very closely aligned rather than separate strategies.” He noted that the industry has woken up to the idea that brand and performance marketing are “two sides of the same coin,” with more case studies demonstrating the effectiveness of integrated approaches. Tom Bottomley, Head of Programmatic, noted the ongoing importance of addressability and identity strategies as cookies phase out. “Two of the three major browsers are cookieless by default,” he reminded us, urging brands to invest in future-facing ways of tracking media effectiveness.  

AI and machine learning

2025 will be the year marketers harness the full potential of AI. Sean Healy, Senior Paid Search Strategist, explained how building tools to monitor seasonal trends, optimise PPC accounts, and conduct advanced campaign analysis is essential. From platforms like Google’s Gemini to creative tools for producing performance-focused visuals, AI is becoming indispensable in driving results. AI’s impact extends beyond automation and efficiency. Laura Naegele, Digital PR Associate, observed that while AI has improved workflows, there’s still a necessity for the human element in PR. This tension between automation and authenticity will continue to challenge marketers in 2025. The shift in search behaviour is another area where AI’s influence looms large. Nick Bright, Head of Organic Strategy highlighted that we’ve seen the introduction of AI overviews in Google, and it’s caused a drop in CTR for traditional search listings. Caitlin Halpert, VP of Global Growth, echoed this, warning about the long-term impact of generative AI on Google Ads. If the volume isn’t there anymore, you’re going to have to figure out a different place to invest. She emphasised the need for strong strategic planning.  

Tips for thriving in 2025

• Focus on Value, Not Volume: AsKatheryn Watson, Head of PR, says, “In a landscape where we are trying to move away from volume, value is more important than ever.” This mindset applies to both content creation and campaign strategy.
• Embrace Resilience and Innovation: Despite challenges like budget constraints and economic uncertainty, Joe Levart, Director of Client Solutions, noted that the industry has shown “an amazing amount of resilience and innovation.” Adaptability will be key in navigating a complex marketplace.
• Leverage Dynamic Personalization:Holly Whitaker, Senior Creative Manager, emphasised the power of dynamic creativity and personalisation. “Delivering personalised content at scale without compromising on creativity” will be essential for resonating with diverse audience segments.
• Prepare for Shifting Search Behavior: As AI-driven platforms alter search habits, marketers must diversify their investments. Caitlin Halpert, VP of Global Growth, advises focusing on channels that reach bottom-funnel consumers while taking a more strategic approach to campaigns.