The New Marketing DNA … AI with authenticity, vision in real time, collaborative yet personal … building brands with more ingenuity, and more impact

October 21, 2024

Rapidly shifting consumer behaviour and rampant technological revolution are causing a transformation in marketing. How you market has become as significant as what you say, and what you sell.

The new future of marketing

AI is a transformative force in marketing. But not the only one.

From predictive analytics to accelerated innovation, automated processes and hyper personalised communication, ambient intelligence and enhanced experiences, AI rightly drives the thinking of every CMO. Agenic AI, where the AI operates autonomously, will accelerate rapidly, harvesting immense data and iterative knowledge.

Digital, and particularly social, platforms are transforming influence and trust, loyalty and reputation. Who do we trust in this crazy world? Who influences us most? The answer is changing rapidly. Not companies, and increasingly not those so-called influencers either.

Tech will proliferate. From voice-activated devices that now rival SEO, like Alexa and Siri, through to visual search tool, like Lens. AR/VR will blur physical and digital as people seek to immerse themselves physically in a virtual world, although the metaverse-hyped vision is not what it was. Other tech, like blockchain brings transparency and security, speed and ease, making experiences more decentralised and local.

Forget the ad campaign

All of this in real time. Forget the old ideas of planning campaigns for the year ahead, usually more for the convenience of driving sales than satisfying consumers. Forget the old ideas of competitive differentiation as king, distinguishing between different consumers matters much more. Stop trying to do the old things, that don’t work anymore.

Too many marketers are still obsessed with ads. Worldwide ad spending grew nearly 10% in 2024, for a total of $992 billion.

Firstly, marketing is about much more than ads, particularly in a world where  retention and growth typically matter more than acquisition. Second people just dont see the ads like before. GenZ dont even own a TV, they watch movies on Netflix and get their news from TikTok. And GenY have time shifted away from terrestrial ad-driven TV, to on-demand viewing.

Live streaming and realtime ads, dynamic pricing, and instant gratification. Intelligent and automated. ChatGPT and Claude. Perhaps Google. But also beyond the sale, rethinking how to support how products are used, performance enhanced, collaboration enabled, impact amplified.

While it would be easy to assume marketing is all about analytics and AI algorithms, digital and social platforms, it’s ultimately about customers – consumers, clients – real people, human beings with emotions and aspirations. The challenge for marketers – in today’s highly complex and competitive, changing and uncertain markets – is how to embrace the tech capabilities to engage and influence people in relevant and meaningful ways.

Same rules, new tools

Time to think differently. But as always, marketing starts with consumers. Real people.

It’s easy to run away with the shiny new tech, and the new business models and experiences that tech enables. Marketing is still about human beings, attitudes and emotions, hopes and fears, dreams and aspirations, experiences and impacts.

As the tech accelerates, the best brands will become more consumer centric, rather than obsessed with tech, or even with the old idea of being the descriptor of companies and products.

Brands and consumers will become more collaborative, marketing more two-way, more symbiotic. And as people trust each other more than any organisation, collaboration between consumers will drive brands. Communal, tribal, enabling people to achieve more. And also authentic, responsible, and with more impact. Think Strava not Nike. Think Vinted not H&M.

Consumers, of course, are facing many external stresses – from financial pressures to environmental crisis, the changing global political landscape and economic and future uncertainty. As a result, they are choosing to take more control of their lives, reconsidering priorities and aspirations, who they trust and believe, and they are evaluating brands more carefully. Brands themselves are responding, recognising that they need to be more, do more, and enable more.

Theme 1: Brands with trusted intelligence … digital and data, AI with authenticity

AI already plays a major role in most marketing strategies. According to Statista, the market value of AI, which was $93.53 billion in 2021 is expected to hit $190.61 billion in 2025. AI-powered tools like ChatGPT and Claude will continue to enable hyper-personalisation at scale, allowing marketers to tailor content, product recommendations, and customer experiences with unprecedented accuracy. Machine learning algorithms will analyze vast amounts of data to predict consumer behavior, optimize ad spending, and automate complex marketing tasks. This AI-first approach will not only improve efficiency but also enhance creativity, as AI assistants and tools help marketers generate ideas and content that resonate with their target audiences.

Yet as tech intensifies, and AI multiplies, reshaping our everyday lives ever more profoundly, people question what and who they trust, and seek new balances in how they live physically in a digital world.

Consumers want to break free from the monotony of over-programmed lives. The ability of an algorithm to curate personalised content was once its most distinctive feature. Now, its ubiquity contributes to a feeling of soulless,  bland content. The advancement of AI further contributes to this, with much AI- generated content lacking in originality and producing oddly similar outputs.

Theme 2: Brands as consumer curators … social and personal, content and influence

More than 5 billion people worldwide currently use social media, around 65% of the global population.

The power of authentic, user-generated content can’t be understated. Coca Cola, that icon of marketing practice, said themselves that brand building, and marketing communications as an enabler, was no longer about what they said themselves, but what consumers said about them to each other. The brand’s role becomes that of curator, and communication becomes liquid and linked, helping consumers connect messages and content.

As consumers continue to value peer recommendations over traditional advertising, brands will increasingly rely on UGC to build trust and engagement.  With the help of advanced AI tools, marketers will be able to identify and curate the most impactful user-created content across various platforms. With this, more brands will likely develop new strategies to encourage and incentivise high-quality UGC, turning their customers into active brand ambassadors.

Online influencers have reshaped consumer habits, but their growth is slowing, increasingly seen as less real and less trusted. Instead people trust their friends, people most like them. Word of mouth on social media platforms boosting sales for businesses.

Other tools will further enhance this curated capability – helping consumers to make sense of change, innovation and often bewildering choice.  For example, the shift to voice and visual search and engagement. Augmented Reality enables consumers to explore new products and services in context – LOreal pioneered the able to try cosmetics virtually before you buy, IKEA to imagine your newly furnished home with a swipe of your phone.  AI then adds to this in sourcing and recommending the best options.

Theme 3: Brands as platforms for good … physical and digital, ecosystems and enablement

In 2025 and in the years that follow, you can expect social media platforms to evolve into comprehensive ecosystems. Channels like Facebook or Instagram are already primary gateways to the internet for many users. As of 2023, there are over 5 billion social media users across the globe, and this count is likely to increase every year.

In the future, these “super apps” will integrate e-commerce, entertainment, news, and communication services, making them central to consumers’ daily digital experiences. Marketers will need to master a variety of content formats (short-form video, stories, live streams, interactive posts) to maintain visibility across different sections of these super apps.

Personal wellness has been a growth agenda, accelerated by Covid. Not just health, food and drink, but in fashion, in travel, and much more too. This links closely to sustainability, which slowly but crucially becomes an important factor in the majority of purchase decisions. And sustainability is not just environmental, its social too, which leads to the importance of community, digital and physical, and locality.

More generally, brands will work together to solve the bigger problems, or meet the bigger aspirations of consumers. Ecosystems emerge around bigger contexts, for example from living locally to healthier lives, bringing together the brands and the products and services which enable them to achieve more in a more personal, relevant, joined up way.

In today’s tech-intensive world, it’s easy to get carried away with VR headsets and AI generated visuals. Marketing has never simply been about awareness. Marketing is the demand-generated, value-creating engine of the enterprise. And today, while its commercial role in driving profitable growth is undiminished, the best marketing has even more impact – on people’s lives, enabling them to achieve more than they ever imagined – and with more positive value for society too.

Marketing demands more ingenuity, to deliver more impact.

Ok, so lets break these 3 themes down into 6 more practical actions for marketers in 2025:

Action 1: Build a brands and propositions with more purpose, to create more impact

2025 marketing will not just be about selling products or services. It will be about making a positive impact.

Sustainable and purpose-driven marketing will continue to be key trends. Businesses that align with social causes and promote sustainability can resonate with consumers. Consumers continue to be more conscious of their buying decisions. Millennials and Gen Z are especially more conscious of their buying decisions than previous generations. They prioritize brands that align with their values and support the causes they believe in. These younger generations are more aware of their purchases’ social, environmental, and ethical implications. A Nielsen study found that 73% of Millennials are willing to spend more on sustainable products.

These consumers actively seek sustainable, eco-friendly, and socially responsible products and services. Millennial and Gen Z consumers want to make a positive impact with their choices, and they expect businesses to do the same. This shift in consumer behavior has prompted businesses to adopt sustainable and purpose-driven marketing strategies to attract and retain these conscious buyers.

Sustainable marketing involves promoting products or services that are environmentally friendly. It also involves implementing eco-friendly practices in business operations. Purpose-driven marketing, on the other hand, is about aligning with social causes. It is about making a positive impact beyond the business. Businesses can support causes that align with their brand values. They can donate a portion of their profits, volunteer, or advocate for change. This can help to build brand trust and loyalty. Undoubtedly, sustainable and purpose-driven marketing will be key trends in 2025.

Action 2: Content atomisation means being more topical, focused and relevant

In 2025 content atomisation will be a pivotal strategy that will redefine how brands engage with their audiences. In 2025, the right content marketing strategies will prioritize strategic precision over volume, ensuring every piece of content serves a clear purpose in your customer’s journey. Content Atomization involves breaking down long-form content, such as whitepapers and webinars, into smaller, easily digestible pieces—think social media snippets, infographics, and short videos. This trend not only caters to the decreasing attention spans of consumers but also maximizes the value of existing content by enabling brands to reach a broader audience across various platforms.

Incorporating content atomization into marketing strategies for 2025 will require brands to rethink their content creation and distribution processes. By analyzing their most successful long-form content, marketers can identify key insights and topics that resonate with their audience, allowing for the development of targeted micro-content. This method not only helps maintain engagement across different channels but also enhances brand visibility, as bite-sized content is more likely to be shared and interacted with on social media.

Content atomization allows for more personalized marketing. By tailoring micro-content to specific segments of the audience, brands can foster deeper connections and drive higher conversion rates. In 2025, marketers who embrace this trend will be better equipped to adapt to the dynamic digital landscape, ensuring their content remains relevant and impactful in an increasingly crowded market.

Action 3: The best content is created by customers, user generated

User-generated content (UGC) is set to be a key marketing trend in 2025, significantly influencing how brands engage with their audiences. As consumers become increasingly discerning and seek authenticity, UGC offers a powerful way for brands to connect with their customers on a deeper level. By incorporating real customer stories, reviews, and testimonials into their marketing strategies, brands can foster trust and build a sense of community around their products or services.

In 2025, brands can leverage UGC by actively encouraging their customers to share their experiences through social media, contests, or dedicated campaigns. This can include creating hashtags that promote user contributions or featuring customer-generated content in advertising campaigns. By showcasing authentic experiences, brands not only enhance their credibility but also create a sense of belonging among their audience, making customers feel valued and heard.

To effectively implement UGC in their 2025 marketing plans, brands should prioritize platforms where their target audience is most active and engaged. This involves curating content that resonates with their brand identity while encouraging diverse perspectives. Additionally, brands should consider investing in tools and technologies that streamline the collection and analysis of UGC, ensuring that they can utilize this valuable content to refine their messaging and enhance their overall marketing strategies. Embracing UGC will be essential for brands looking to thrive in the evolving landscape of consumer expectations and preferences.

Action 4: Focus the power of AI on delivering real personalised experiences

In 2025, AI and ML will play a pivotal role in personalising customer experiences. They will help businesses better understand customers, predict customer needs, and offer tailored customer solutions. AI can analyze vast amounts of data quickly and accurately. It can identify patterns and trends that humans might miss. This allows businesses to effectively segment their audience and target customers, and prospects, with personalized messages. ML, on the other hand, learns from data. It improves its predictions over time, making it a powerful tool for personalization.

For instance, ML can analyze a customer’s browsing history, purchase behavior, and social media interactions. It can then predict what products or services the customer might be interested in. This level of personalization can significantly enhance the customer experience. It can make customers feel valued and understood, increasing loyalty and engagement.

Coca-Cola uses AI-powered chatbots to interact with customers on various messaging platforms. These chatbots leverage natural language processing and machine learning algorithms to understand customer inquiries and provide tailored responses. By deploying chatbots on platforms such as Facebook Messenger, Coca-Cola can engage with customers in real time, answer their questions, and even recommend personalized products or promotions based on their preferences and purchase history.

Additionally, Coca-Cola uses AI algorithms to analyze customer data and behavior. By tracking consumer trends, preferences, and social media interactions, the company can gain valuable insights into customer behavior and preferences, enabling it to create targeted marketing campaigns and product offerings.

AI marketing technology also influences Coca-Cola’s advertising and content creation. The company can analyze vast amounts of data through AI-powered algorithms to identify demographic trends, consumer sentiments, and optimal advertising placements. This allows Coca-Cola to deliver highly targeted and relevant advertisements to its audience, increasing the effectiveness of its marketing efforts.

Coca-Cola’s implementation of AI in its marketing strategies demonstrates how AI technology can optimize customer engagement, personalize marketing messages, and drive better business outcomes in a highly competitive industry.

Action 5: Think VSO rather than SEO, as people search by voice

Voice search is not a new concept. However, its adoption has been accelerating in recent years. With the proliferation of smart speakers and voice assistants, more people are using voice search. They are using it to find information, make purchases, and interact with brands.

In 2025, voice search optimization will be a significant trend in digital marketing. It will have a significant impact on search engine optimization (SEO). Businesses that want to stay ahead must understand this impact and adapt their SEO strategies to incorporate voice search.

Voice search changes the way people search. Instead of typing short, keyword-focused queries, people speak longer, more conversational queries. This means businesses need to optimize their content for long-tail keywords and natural language. They also need to focus on featured snippets, as voice assistants often read these as the top result for a query.

In addition, businesses should consider creating content that answers common questions people may ask through voice search. They must understand the intent behind voice searches and provide relevant, valuable answers.Voice search results are often sourced from featured snippets. These short, direct answers appear at the top of search results.To appear in featured snippets, businesses need to structure their content clearly and concisely.They need to directly answer common questions related to their business or industry. This can increase the chances of voice assistants picking up and reading their content. One way of doing this is to add Frequently Asked Questions to web pages to enable relevant and valuable information to be easily found and sourced by search engines. On top of that, brands should ensure their website is mobile-friendly and has fast loading times.

As more people use voice search on their mobile devices, having a site that is compatible and easy to navigate will improve the user experience and potentially increase conversions. It’s also crucial for businesses to have an accurate and updated Google My Business listing. Voice search prioritizes local results. When people use voice search, they often look for local businesses or services. Therefore, businesses need to optimize their local SEO. Voice assistants often rely on this information to provide local results.

The rise of voice search is a significant marketing trend for 2025. It will change the way people search and interact with brands. Businesses that adapt their SEO strategies to voice search optimization can stay ahead of the competition. They can reach more customers, improve their online visibility, and drive business growth. In the age of voice search, SEO is not just about keywords. It is about understanding and meeting customer needs.

Action 6: Using micro-influencers to engage real people through social marketing

2025 influencer marketing trends will see more brands partnering with smaller influencers. In the past, influencer marketing was dominated by celebrity endorsements and large social media influencers. However, in recent years, there has been a shift towards micro-influencers.

These individuals have smaller followings but higher engagement rates within specific niche communities. Micro-influencers have a more authentic and genuine connection with their followers. They are seen as relatable and trustworthy sources of information and recommendations. This makes them valuable partners for brands looking to reach a targeted audience.

Furthermore, working with micro-influencers is often more cost-effective than traditional influencer marketing strategies. As consumers become savvy about sponsored content, they tend to trust recommendations from micro-influencers more than those from high-profile celebrities or influencers. In fact, a study by Markerly found that as an influencer’s number of followers increases, their engagement rate tends to decrease.

This is because larger influencers often have a more diverse audience, and it becomes harder for them to maintain a personal connection with each follower. On the other hand, micro influencers can engage with their smaller but more dedicated following on a deeper level. They are seen as experts in their niche, and their recommendations hold more weight among their followers.

For brands, partnering with micro-influencers can lead to higher conversion rates and a better return on investment. Additionally, working with micro-influencers allows for more targeted campaigns. This can also be beneficial for smaller businesses with limited budgets, as they can still tap into the power of influencer marketing without breaking the bank.

However, it is vital for brands to carefully select which micro-influencers to work with. They should have strong engagement rates, a genuine interest in the brand’s products or services, and align with the brand’s values and target audience. It is also crucial to set clear goals and expectations for the partnership, whether promoting a productor increasing brand awareness. Collaborations between micro-influencers can include blog posts, videos, contests or other forms of content creation in addition to social media posts.

Micro-influencers are valuable for businesses looking to reach a niche audience and increase brand credibility. By carefully selecting the right influencers, setting clear goals, and utilizing various forms of content creation, brands can see significant returns on their investment in influencer marketing.

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