Technological advances, societal changes, economic upheavals... the world of marketing has undergone profound changes in recent years. The 2020s are marked by accelerated digitalisation, the emergence of post-pandemic e-commerce and the quest for personalised experiences. The year 2025 crystallises consumer expectations and opportunities for brands. Digital marketing expert Clarisse Popower offers an in-depth analysis of the 9 trends shaping marketing strategies this year.
In 2025, marketing trends will focus on hyper-personalisation, corporate social responsibility and the ethical use of artificial intelligence (AI). What are the major challenges? What practical strategies should companies put in place to remain competitive?
- AI for ultra-personalised marketing
- Omnichannel customer experience
- Sustainable marketing and CSR
- The rise of immersive marketing
- Data-driven marketing and respect for privacy
- Video content and storytelling
- Influencers and niche communities
- Voice commerce and intelligent assistants
- Blockchain and marketing transparency
1. AI for ultra-personalised marketing
AI is transforming marketing by offering an unprecedented level of personalisation. Thanks to sophisticated tools and algorithms frommachine learningNow, on an unprecedented scale, companies can design bespoke customer experiences.
Large-scale customisation
Traditional marketing campaigns based on broad segments are giving way to a hyper-targeted approach. AI analyses data in real time to adapt messages and offers to the preferences of each consumer.
Read also : Optimising advertising campaigns with AI
Use cases
Netflix uses machine learning to personalise its catalogue for each user. Series and film recommendations are based not only on viewing history, but also on factors such as local trends and even the time of day. As a result, 80 % of content watched on Netflix comes from AI-generated recommendations.
Chatbots and virtual assistants
The chatbots powered by AI are no longer limited to standardised automated responses. They can now :
- Understanding the nuances of human language
- Recognising emotions
- Adapt their tone and style of response to suit the context
Use cases
Sephora has integrated a chatbot via Facebook Messenger capable of providing personalised beauty recommendations. This "Beauty Bot "For example, it analyses skin types, shopping habits and product preferences to suggest appropriate solutions, thereby increasing online conversions.
What marketing strategy should you implement?
Develop AI assistants capable of detecting the mood of users (based on indicators such as the speed of responses or vocabulary) and adapt the interaction.
Predictive analysis
L'predictive analysis uses historical data to anticipate customer needs. It enables companies to provide the right offers at the right time, creating a seamless and intuitive customer experience.
The challenge: maintaining authenticity
Although AI is making marketing more precise, 71 % of specialists are worried about a loss of the "human touch" (Brandwatch 2025 study). Interactions can seem mechanical or devoid of empathy for marketers.
The solution: humanising AI
- Human integration: use AI as a complement to human intervention, not as a replacement.
- Authentic tone: design messages that reflect the brand's values and personality.
2. Omnichannel customer experience
Omnichannel has become essential for offering a fluid and consistent experience, whatever the channel used. Companies offering a consistent omnichannel experience increase customer loyalty by 89 % (PwC 2020 report).
Channel integration
Brands need to guarantee continuity between online, mobile and in-store interactions. Customers must be able to start a purchase on their smartphone and complete it in-store.
Use cases
IKEA offers an integrated omnichannel experience. A customer can :
- Search for a product on the website and check availability in a nearby shop.
- Use the mobile application to view the article using augmented reality.
- Complete your purchase online or in-store, where your virtual basket is automatically synchronised.
Customer testimonial
"I found a shelf via the IKEA app and visualised it in my living room using the augmented reality feature. Once I was in the shop, the staff already knew which product I had selected thanks to my customer account. It was effortless!
Data synchronisation
To make this integration possible, customer data needs to be centralised.
What is your marketing strategy?
Invest in an omnichannel CRM: a high-performance CRM centralises customer data and synchronises interactions across all channels.
Track data in real time: tracking solutions enable you to know where customers are in their journey and provide contextual information tailored to their needs.
Example
If a customer abandons their basket online, a notification can be sent to their mobile application, with an incentive discount to encourage them to complete their purchase.
Decathlon does it with humour: "It looks like you left the pitch in the middle of the match! Your shopping basket is waiting for you on Decathlon.fr".
3. Sustainable marketing and CSR
Sustainable marketing and corporate social responsibility (CSR) initiatives are no longer simply additions to brand strategies: they have become imperatives.
Ethical consumption
Consumers expect brands to commit to sustainable practices, with environmentally-friendly products and transparent supply chains.
Use cases
Patagonia, a model of sustainable marketing
Patagonia is an emblematic example of a successful sustainable marketing strategy: the company encourages its customers to repair their clothes instead of buying new ones.
It donates 1 % of its sales to environmental causes and uses recycled materials in its products.
Its "Don't Buy This Jacket" campaign, calling for responsible consumption, strengthened its credibility and boosted sales because it reflected authentic values.
The fight against greenwashing: transparency first and foremost
Greenwashing campaigns - when companies claim to be 'green' without sufficient proof - are strongly criticised. Consumers are demanding clear commitments, verifiable certification and concrete action.
For example, the use of recycled materials or local production.
Authentic communication about a brand's values strengthens customer loyalty.
4. The rise of immersive marketing
Immersive technologies such as augmented reality, virtual reality and metaverse are redefining marketing and changing the way consumers interact with brands. These tools are becoming essential marketing channels.
Read also : V-commerce, 3D models, virtual mock-ups: enrich your customer relations
Customer engagement requires interactive and memorable experiences. Brands are developing interactive virtual spaces, where consumers can explore products in 3D, take part in immersive events or personalise their experiences.
But immersive marketing needs to be approached with caution as part of a CSR approach. These technologies consume a lot of energy, require heavy infrastructures and contribute to material obsolescence. To be consistent, brands need to assess their carbon footprint, prioritise optimised and sustainable digital solutions, and question the relevance of each use. The challenge is no longer simply to innovate, but to do so in a responsible and sober manner, or risk falling into the trap of technological greenwashing.
5. Data-driven marketing and respect for privacy
Data exploitation remains a strategic priority, but it is now regulated by strict rules.
Big data and analytics: insights for targeted strategies
Companies are relying on big data and advanced analytical tools to refine their strategies. In fact, according to McKinsey, marketing campaigns based on data insights are 85 % more effective. However, the analysis must be accurate and comply with regulations.
Privacy regulations
Consumers have higher expectations in terms of confidentiality. In 2025, compliance with regulations such as the RGPD remains an imperative.
What are the implications for companies?
Explicit consent: consumers must be informed of how their data is collected and used.
Transparency: publish clear and accessible confidentiality policies.
Data security: invest in systems to protect the information collected.
Read also : RGPD and artificial intelligence: what impact on the marketing function?
6. Video content and storytelling
In 2025, video content continues to reign supreme in marketing strategies. With innovative formats and captivating storytelling, brands can capture audiences' attention while strengthening their emotional commitment.
Formats such as shorts, interactive videos and live streams enable brands to maintain a high level of engagement.
Examples
- Shorts and short videos : TikTok, Instagram Reels
- Live streams : Amazon Live
Effective narration
Storytelling remains one of the pillars of emotional marketing. Brands need to tell authentic stories to create a lasting connection with their audience.
What techniques should be used?
Emotions: evoke nostalgia or joy to establish a deep bond.
Narrative structure: include an introduction, a problem to be solved and a compelling conclusion.
Hero: make the customer the hero of the story, with your product as the solution.
7. Influencers and niche communities
Unlike macro-influencers and celebrities, micro-influencers (10,000 to 100,000 followers) and nano-influencers (fewer than 10,000 followers) enjoy a high level of credibility with their community. They gain in popularity through their closeness to their audience.
Authenticity and commitment
Consumers prefer content creators who share sincere experiences and values aligned with their own.
Building communities
Beyond simply influencing, brands are investing in the creation of engaged communities, where they interact directly with their customers.
What are your marketing strategies?
- Working with niche influencers
Identify designers who are aligned with your brand's values and mission.
Prioritise the quality of interactions over the quantity of subscribers.
- Investing in community platforms
Create dedicated areas where customers can share their experiences (forums, private groups, dedicated applications).
Incorporate co-creative initiatives, such as competitions or participative campaigns.
- Use analysis tools
Track the impact of influencer campaigns using KPIs: engagement rates, conversions, etc.
Use platforms such as Upfluence or HypeAuditor to identify the right influencers.
8. Voice commerce and intelligent assistants
Voice commerce is becoming an important part of shopping habits, thanks to technologies such as Alexa, Google Assistant and Siri. With simplified ordering and conversational search, brands need to adapt their strategies to take advantage of this trend, while addressing the challenges it brings.
Optimisation for voice search
Voice searches, which are often more conversational and specific than written searches, are forcing brands to rethink their SEO approach. By 2025, 50 % of Internet searches will be carried out by voice (Demandsage, November 2024).
What are the optimisation strategies?
- Use natural language (conversational phrases and frequently asked questions) in your content.
- Structure pages with micro-data and direct answers to appear in the voice results.
- Target local requests.
Trade via assistants
Orders placed using Alexa or Google Assistant are on the increase, particularly for everyday purchases.
Use cases
Amazon has integrated Alexa directly into its ecosystem. Users can :
- Re-order their favourite products
- Receive recommendations based on their purchase history
Opportunities and challenges
Although practical, voice commerce poses challenges in terms of product visibility and transaction security.
- Product visibility
With the voice assistantsThe results displayed are often limited to a single suggestion or a short list. This can reduce the visibility of products in a competitive environment.
Solution: invest in sponsored campaigns to appear at the top of voice suggestions.
- Transaction security
Voice commands raise safety issues, particularly in terms of preventing accidental commands.
Solution: set up confirmation options (e.g. a voice code or validation via a linked application).
Read also: Optimising customer voice analysis with AI
9. Blockchain and marketing transparency
Blockchain, known for its role in cryptocurrencies, provides solutions to the problems of traceability and fraud in marketing.
Product traceability
By 2025, the blockchain market for product traceability could reach $10 billion (according to MarketsandMarkets). Thanks to blockchain, consumers can verify the authenticity of products: every stage in a product's life cycle can be recorded.
Example
The LVMH group has developed the Aura Blockchain platform, which allows customers to verify the authenticity and history of luxury products (watches, bags, perfumes). By scanning a QR code, consumers can access information on materials, production locations and certifications.
Transparent advertising
Ad fraud, such as unverified impressions or clicks generated by bots, costs advertisers billions of dollars every year. Blockchain ensures that campaigns are executed as intended by recording every impression and click in a secure log.
Companies that adopt blockchain differentiate themselves by providing unprecedented transparency, which strengthens their credibility and their relationship with customers.
Blockchain can seem intimidating for companies without technical expertise. To remedy this :
- Invest in technology partners or turnkey solutions
- Train your teams in the basics of blockchain and its marketing use cases
The year 2025 represents a decisive stage for marketing. Companies must adapt to technological advances, societal expectations and new regulations. Those that are able to combine innovation, authenticity and sustainable commitment will stand out in an ever-changing market. Throughout these trends, one question remains central: how can we create strategies that combine performance and responsibility? The future of marketing lies in this essential balance.
