Marketing trends: The new rules of the game

The near future brings significant changes to the world of marketing, with a focus on technological innovations and the evolution of consumer preferences. Experts predict that content personalization will become a key element for creating engaging experiences, while artificial intelligence will greatly shape marketing strategies, changing the way brands communicate with their audiences.

🤖 Martech + Adtech = The digital alliance that changes everything

The continuation of the ongoing digitalization trend brings a deeper symbiosis between marketing and technology, with new terminology that increasingly defines the theory and practice of the entire industry. Acronyms such as SGE, ADTECH, AISEO, CAC, VBC, KPI… are becoming more common in everyday business (P.S. We recommend looking them up—you might need them soon).

Two buzzwords hold a special place in today’s marketing vocabulary: Martech (marketing technology) focuses on tools and platforms that enable automation and improvement of marketing activities, while Adtech (advertising technology) manages digital advertising and enables precise user targeting. However, experts point out the diminishing distinction between Martech and Adtech, as these two areas increasingly intertwine, creating an integrated approach that connects marketing and advertising strategies into a unified ecosystem.

💡 Personalization + AI = The recipe for success

Marketing professionals predict that innovations in artificial intelligence will play a crucial role in shaping business strategies. According to recent research, over 60% believe AI and machine learning will have the greatest impact on marketing in the next five years, while data privacy and security remain key challenges.

In this context, so-called AI agents are increasingly mentioned—autonomous software systems that enhance personalization, workflows, and even marketing strategies without human intervention. These “agents” analyze problems, make decisions, and automatically optimize operations, enabling precise user targeting and efficient personalization in areas like e-commerce, sales, and customer support. For example, AI agents manage orders, send reminders about abandoned carts, and offer personalized recommendations. In sales, they identify potential clients, automate communication, and analyze competitors, while in customer support they efficiently solve issues like password changes or product returns.

🔐 But… there are challenges

Digital experts predict that the two biggest challenges in digital advertising will continue to be improving SEO (search engine optimization) and effectively managing various marketing channels such as search, social media, and other forms of advertising. Additionally, rising marketing costs and constantly tracking changing trends are among the biggest challenges ahead.

Interestingly, UN Secretary-General António Guterres, presenting priorities for 2025, warned that humanity has opened a “Pandora’s box of problems,” including “technology that has gotten out of control” and threatens our existence. Experts agree that AI models could become smarter and more powerful than humans, making it time to impose limits on their development.

📺 Brands as media

This year, one significant trend will be brands increasingly becoming like media houses—not only collaborating with content creators but becoming active producers of content themselves. Brands recognize the importance of direct communication with consumers on various platforms, increasing their influence and creating more authentic relationships with users. This trend, shaping 2025, responds to the decreasing effectiveness of traditional advertising forms that no longer reach consumers as before.

Creating content that engages audiences through authentic stories that resonate and build emotional connections is becoming a key strategy for leading brands. Branded content will remain an indispensable part of digital campaigns this year as well.

🤝 Game-changing collaborations

Collaboration between brands will be one of the key strategies for fostering innovation. Combining complementary brands allows the creation of unique experiences and products that companies couldn’t develop alone.

For example, Nike and Apple joined forces to create products combining sports gear and technology for tracking progress and health. BMW and Louis Vuitton collaborated to create luxury travel bags that perfectly complement car designs. Spotify and Starbucks merged music and coffee, enabling personalized playlists while enjoying coffee. Heinz and Absolut created an innovative product—a fusion of ketchup and alcohol—that started a new trend in the food and beverage industry.

These examples show how brands, through collaboration, can create products and experiences that would be unimaginable without joint investment and creativity.

🎯 Hyper-personalization is here

In 2025, hyper-personalization powered by artificial intelligence will be a crucial factor in marketing. While personalization has been popular in recent years, consumers will expect brands to know their desires and needs down to the smallest detail and provide personalized experiences in real-time. Video content will continue to dominate, especially among younger audiences seeking engaging, easy-to-understand, and quickly consumable content.

Advanced AI tools will transform video marketing, enabling high levels of personalization and precise targeting. These innovations, especially in live streaming and shoppable video content, will significantly boost retail growth and open new ways for brands to build deeper connections with consumers.

🎉 Events of the future: Digital, sustainable, unforgettable

The events industry in 2025 will continue its transformation through technology, sustainability, and personalization. Events will become increasingly tailored to participants, using AI to create concepts, personalized agendas, and authentic spaces. Sustainability will remain a focus, emphasizing recycled materials and reducing environmental footprints.

Extended reality (XR) will enhance experiences, while AI will automate processes like registration and facial recognition. Micro-events for smaller groups will enable deeper interactions, while storytelling will remain key for audience engagement. Multisensory technologies such as sound, light, and scent will create authentic “4D” experiences.

In 2025, events will merge technology, sustainability, and imagination, and as always, creativity will be the key to success in the industry. Original concepts, new ideas, and keeping up with trends and innovations will be a winning creative combination for unforgettable events.

⚠️ Impulsive marketing: You buy because they convince you you want it

However, technological changes and their social impact also bring certain side effects. Companies and brands shape consumer desires and needs, often creating habits not based on real needs but on emotions and social norms created through media. Through sophisticated marketing strategies such as targeted advertising and personalized content, brands skillfully identify consumer weaknesses, encouraging impulsive purchases and continuous consumption growth.

In a society constantly striving for new and better products, marketing becomes a tool that increasingly blurs the line between real and desired needs, turning consumerism into the main driving force of the economy. This is something to consider in the times ahead.