It’s time to pause and ponder what 2025 will bring in the digital marketing industry. An AI takeover? An alternative to GA4 (please)?
No one knows for sure, but as a former U.S. secretary of defense once said:
“As we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don’t know.”
With that, here’s what we’ll be on the lookout for this year.
Celia Scott
Prediction: In 2025, there will be an increase in businesses caring for their communities, showing corporate social responsibility.
Why I think that: Consumers have many options when it comes to a product they are looking to purchase or invest in. Involvement in the community not only puts businesses out in front of their audience, but also shows they care about making a difference, not just making a profit. This version of promotion shows the genuineness of a business and their employees.
Janessa Parchman
Prediction: In 2025, community-led marketing will become a top strategy for brands, with businesses creating niche online communities to foster authentic engagement.
Why I think that: People trust real recommendations from other people way more than flashy ads. Platforms that allow users to be a part of a community are becoming the go-to for brands to hang out with their biggest fans. These spaces aren’t just for marketing—they’re for creating real connections.
Daniel Smith, @DollarPartan on TikTok
Prediction: If TikTok is actually banned, users will search for other Reel-focused platforms and algorithms. Instagram will likely get the first opportunity for usage growth, and a Reel content strategy will be even more important than ever for B2B and B2C businesses. TikTok's 100+ million active users will be up for grabs.
Why I think that: ‘Cause I spend an hour+ a day on TikTok
Chandler Mathis
Prediction: In 2025, businesses leveraging AI for digital commerce will see a 25% improvement in customer satisfaction, thanks to AI's ability to predict behaviors and personalize marketing strategies.
Why I think that: Companies using predictive analytics have already experienced a 12% to 15% increase in marketing ROI, allowing for more effective targeting and content delivery. Gartner predicts that by 2025, 60% of customer-facing campaigns will be driven by AI, enhancing personalization. Overall, businesses embracing AI will boost customer loyalty, engagement, and financial success, positioning themselves ahead of competitors.
Jon Blankenship, @JonBship on Bluesky
Prediction: Bluesky will continue its rise in the social media space.
Why I think that: More and more users want a social media interaction that they can control and that is authentic. As Twitter/X's Elon Musk and Meta’s Mark Zuckerberg continue to remove guardrails that promote a genuine experience that users can control, more people will give Bluesky a chance. While still small compared to Facebook, Instagram and TikTok, Bluesky is a platform that offers the most control—for now—over user experience and that will serve them well.
Abby Seltz, @abbywheeler04 on TikTok
Prediction: Companies will start utilizing influencers even more so than before, but in more classic marketing campaigns such as tv commercials and print ads.
Why I think that: The general public resonates more with these influencers than huge celebs.
Whatever this year holds in store, hang on tight and be prepared. Cheers!
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