Marketing is nothing if not dynamic. Strategies you thought were tried and tested last year likely won't cut it with the advent of the new. What does 2025 have in store for marketing teams, and what should you be doing to remain relevant? Here are four essential tips and tricks to get you through the year!
1. Rise Above the AI Noise
Generative AI has become one of the fastest-adopted technologies ever, with 40% of Americans having tried it since ChatGPT’s late 2022 debut. The internet has become larger yet arguably poorer for it, as much of the freshly generated content retreads old ground.
Marketers aren’t immune to AI’s allure, and they shouldn’t be given the technology’s widespread acceptance. The trick is to leverage AI for brainstorming and concept refinement rather than generating the 578th rehash of a common marketing topic.
Focus on the stories only you can tell, the experiences unique to your brand and customer base. Nurture a recognizable identity with a recognizable brand voice at its center. The more valuable and actionable your insights in a sea of generic content, the more genuine and appealing your brand will appear.
2. Don’t Let Your Guard Down
AI also adds complexity to the already menacing cyber threat landscape. It makes phishing emails and social media scams harder to spot. It also helps create adaptable malware that can evade conventional detection. This puts the customer databases and sensitive marketing insights you work with daily at even greater risk.
Vigilance and proven cybersecurity practices remain your staunchest allies. Work together with the IT team to organize refresher training that addresses the latest threats.
Have them set up measures like an IT password manager to ensure everyone on the marketing team has unique credentials for all the tools they use and can easily yet safely log on from different devices. Keep those devices and tools updated, and don’t let social engineering trick you into giving up your credentials.
You'll also want to consider how you share information and use company resources, especially if you work remotely or when researching new markets abroad. Public Wi-Fi is easily accessible yet unsafe. Say you are traveling to the UK and will work remotely. Get data plans from a service that offers a UK eSIM. This way, you'll be connecting to more secure encrypted cellular networks while benefitting from a strong connection and affordable data packages.
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Related: Marketing And Advertising: The Best Strategies For Your Business
3. Expand Your Reach
Google has also undergone a transition, forcing marketers to rethink their SERP ranking strategies. On the one hand, now you’re competing with the AI-generated snippets at the top of each search result. On the other hand, users are utilizing search differently.
Two main trends will continue to gain traction in 2025. First, people narrow down their search for answers to their pain points to specific sources. Tackling Reddit or YouTube onto their inquiries consistently produces better results than general Google searches. That’s your cue to become more active on these platforms or at least provide answers through your existing channels.
Second, voice and image searches are growing. For example, more than a quarter of Google’s worldwide users tried voice search, including more than 50% of Americans. While convenient for the consumer, these methods are compelling marketers to reexamine their approaches to SEO and campaign creation in general.
Related: Digital Marketing for Small Business: How to Get Started
4. Rethink Your Collaboration Strategies
Authenticity will continue to be the most straightforward and effective means of reaching and retaining customers. You can champion it in many ways, from not jumping onto the minimalistic rebranding bandwagon to not shying away from criticism.
How you collaborate with influencers should also reflect this. Rather than chase after established names with large followings who might not necessarily align with your values, lift up creators with a genuine interest in and appreciation of your brand. Celebrate user-generated content and encourage organically spreading your message.
Related: Strengthening Construction Teams: HR Solutions Meets Marketing Tactics
