Why Do Marketing Industry Trends Matter?
The marketing landscape is subject to constant changes due to the abundance of new technologies, continuously changing consumer behavior, and various regulatory changes. That's why complacency is your enemy. Companies in all sectors must stay updated regarding marketing industry trends and incorporate them into their marketing plan templates. For example, AI has already taken our lives by storm.
Do you know which of the top applications of Artificial Intelligence in your industry is available and how you can leverage it? Having a clear understanding of the latest developments and news helps you craft effective strategies that boost brand awareness and elevate product quality. To discover trending areas, we usually look at digital marketing insights and statistics that show what consumers expect from companies and how the latter react to these demands.
No matter what your goals are for the new year, leveraging online marketing trends will help you expand your brand image quickly and position yourself at the top of your industry. Let's explore 14 areas that will most probably experience significant growth this year, and many businesses will look to adopt.
Top 14 Marketing Industry Trends That Will Dominate In 2025
1. Artificial Intelligence
88% of marketers are already using AI for their daily tasks, including content topic brainstorms, analytics, and campaign ideas. While many are using ChatGPT and other similar platforms to create content for their blogs, we don't think this is the best possible idea. Nothing can beat the high quality of an article written by an authoritative figure. However, you may use these tools to discover new blog post ideas, titles, campaign types, and ad copy inspiration. Additionally, among the top advertising trends is creating AI images, which you can also leverage for your promotional campaigns.
Let's not forget about using AI for analyzing marketing insights. While this is not entirely new or necessarily a "trend," many companies are starting to utilize smart tools that analyze their email marketing and ad campaign results. For instance, you may upload a spreadsheet with email marketing information, and you will have audience segments and other crucial info within minutes. Lastly, another benefit of AI in marketing is that it can forecast future consumer behaviors and trends.
2. Short-Form Video Content
Short-form videos, including Instagram and TikTok reels, are already dominating, and B2B brands are entering the sphere. A simple market intelligence report will show you that your competitors are targeting technology-proficient generations who consume content and ads through their phones and various devices. Videos already saw a massive increase in the previous years, and they keep climbing the ladder as as short-form videos have the highest Return On Investment (ROI). It is indicative that TikTok added 200 million more users in the last quarter of 2024. This means that many of those will be tremendously active from the new year.
But why are many B2B and SaaS marketers so reluctant to invest in TikTok? Well, the platform was initially used by Gen Z members, meaning that software creators and vendors couldn't find any use for it. However, other generations are now flocking to the platform to enjoy short videos and spend hours scrolling. That's why the digital marketing industry directs its attention to the app's ad platform, which is competing with Google and Meta. Let's not forget that TikTok's engagement levels have skyrocketed.
3. User-Generated Content
The future of digital marketing belongs to UGC content, meaning content your audience creates and posts online. People are tired of looking at fake before/after images and videos overpromising results. The recent development in marketing is that consumers want to see genuine content coming from the users themselves, not the marketer. That's why influencer marketing has become so successful in the past few years. However, UGC content isn't equal to influencer marketing, as you are not paying people to use your product and upload photos, videos, or posts expressing their opinions. You simply encourage them to share their thoughts and tag you. This way, you can repost their content and create a database of honest reviews.
It may not be a marketing industry trend, but many companies create their own hashtags on X or Instagram. They encourage users to share their photos or videos using that specific hashtag. There are many marketing campaign examples that became viral thanks to this simple yet effective trick.
4. Mixed Reality Commerce (MR/XR)
Mixed Reality (MR/XR) is transforming the way businesses engage with clients, making it one of the most compelling marketing industry trends. By combining augmented and virtual reality experiences, brands can offer immersive product demonstrations, virtual showrooms, and interactive simulations that capture attention and drive deeper engagement.
For B2B companies, integrating MR/XR into a customer acquisition strategy allows prospects to explore solutions in real time, experience features firsthand, and make informed decisions without the limitations of traditional demos or presentations. Beyond visualization, MR/XR can be used for personalized onboarding, remote training, and collaborative design sessions, creating value at every stage of the sales funnel.
Companies leveraging these technologies not only stand out from competitors but also enhance trust and confidence with potential clients. As adoption grows, MR/XR is set to redefine experiential marketing and B2B engagement as a key pillar of modern marketing industry trends.
5. Personalization
You can't start making a strategic marketing plan without keeping personalization in mind. Why? Because the majority of B2B clients are more likely to purchase something when it is catered to their unique needs. This one may not be a brand-new digital marketing trend you've never heard of before, but it is surely something you should be acting on as soon as possible. For example, have you segmented your audience and created buyer personas? Doing so helps you create accurate and highly targeted email drip campaigns that speak to your audience's hearts and increase your revenue. People are now more conscious than ever about personal data. However, they are willing to divulge personal information if that means that they will receive personalized offers.
A bright example of personalization is Netflix. The streaming platform makes suggestions based on people's watch and browsing history, and 80% of the time is successful. AI tools are once again entering the conversation as they make such an advancement possible. Marketing stats show that 70% of businesses that used AI personalization saw a 200% ROI thanks to it.
6. Decentralized & Niche Networks
As social media continues to evolve, decentralized and niche networks are becoming an essential component of any forward-thinking social media marketing strategy. Unlike traditional platforms dominated by mass audiences, these communities focus on specialized interests, hobbies, or professional fields, creating highly engaged and loyal user bases. Platforms like Discord, Mastodon, Threads, and Lemon8 allow brands to interact with smaller, dedicated groups where conversations feel authentic and participation is meaningful.
For marketers, this shift means moving beyond broad targeting and investing in community-driven approaches that prioritize trust, dialogue, and value. Social media marketing in these spaces requires a tailored approach: content must be highly relevant, culturally aware, and aligned with the specific interests of the community. Brands that succeed will not only boost engagement but also gain access to deep insights, co-create with members, and cultivate advocates who amplify their messaging organically.
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7. Building Communities
We told you earlier that we don't recommend creating content through AI tools. While AI is the top marketing industry trend, it lacks authenticity. You can't have a genuine brand voice when you're letting an algorithm create your content and ad copy from start to finish. Maintaining an authentic profile helps your audience connect with you on a deeper level and trust you quickly. That's why authenticity is one of the top values for US consumers. Being able to build emotional connections is pivotal to generating new leads and turning them into advocates. While AI can write a factual piece of content, it doesn't have the emotional intelligence to build connections. You have to do that using your human expertise.
So, invest time and effort in joining popular communities, like Reddit and Quora, to showcase your expertise without being overly promotional. Also, you can create your very own community on LinkedIn or even create a section on your website. This way, your software sales marketing plan isn't all about pushing ads into people's faces but also about answering common questions and easing pain points.
8. Influencer Marketing
When we're looking for advertising trends, we can't overlook influencer marketing, as it is once again at the top of marketers' priorities. This effective B2B marketing tactic has a high ROI, convincing most marketing experts to invest a portion of their budget in collaborating with knowledgeable industry figures. In one survey, it was found that influencer marketing has an average of $5.20 profit for every dollar spent. That's why businesses are not afraid to partner up with mega influencers and pay them big money to promote their products and services. Let's take as an example Dunkin', which collaborated with Charlie D'Amelio. They saw a 20% increase in cold brew sales and a 57% increase in app downloads.
However, you don't have to spend a fortune and partner up with mega influencers. Micro-influencers are also an option, as they have a loyal following and possibly higher engagement rates than famous figures. Choosing your influencers is a delicate task, though. Just because someone is famous and popular doesn't mean that they will help you increase your revenue. You must identify online figures with decent followings that align with your audience. For example, if you have a SaaS startup about controllers, find well-known gamers who attract thousands of viewers on their streams.
If you want to learn more, make sure to read these:
How To Become An Influencer: A Beginner's Guide
Benefits Of Thought Leadership Marketing: Leveraging eLearning Bloggers And Influencers
9. Multimodal Search
Multimodal search is emerging as a critical skill set for marketers, making it one of the most important digital marketing skills to master. Unlike traditional text-based search, multimodal search allows users to find information using a combination of images, voice, and video, creating more intuitive and interactive experiences. For brands, optimizing for these searches means integrating AI-driven visual recognition, natural language processing, and semantic understanding into websites, apps, and e-commerce platforms.
This technology not only improves discoverability but also enhances the user journey by delivering more accurate, context-aware results. Digital marketing professionals who can leverage multimodal search gain a competitive edge, providing audiences with seamless access to products and content while collecting richer insights about customer intent. As consumers increasingly expect search experiences that reflect how they naturally interact with technology, mastering this trend is becoming essential for future-ready marketing strategies.
10. YouTube Ads
Television ads haven't been a marketing trend in a long time, and eLearning marketers are spending their budgets on other forms of promotion. While banner advertising is still prevalent, YouTube ads are slowly but steadily becoming very popular among advertisers, with more than 50% of them using the platform while the rest want to implement it into their marketing strategies. One reason why YouTube ads are so popular is because they are cheap. They only cost $0.03–0.30 per impression. Grammarly is a good example. The company invested in a full-funnel ad strategy wishing to build brand awareness in the long run. The results were triumphant, as they saw 9% higher ROI than they did with simple brand awareness campaigns. Also, they increased conversions by 13%.
11. Inclusive Design & Cultural Intelligence
Beyond representation, inclusive design ensures that products, content, and experiences are accessible and engaging for people of all abilities, backgrounds, and identities. Companies that integrate cultural intelligence into their campaigns can authentically communicate with diverse audiences, respecting local norms, language preferences, and cultural sensitivities. This approach complements traditional diversity and inclusion training by extending awareness from internal teams to external brand interactions.
By combining inclusive design with cultural intelligence, organizations not only strengthen customer trust and loyalty but also create marketing campaigns that resonate across global markets. Brands that prioritize these principles are better positioned to differentiate themselves, foster meaningful connections, and turn social responsibility into a tangible competitive advantage in today’s dynamic landscape.
12. Chatbots
You've probably visited a website to be greeted by a happy chatbot ready to provide assistance. This marketing industry trend is expanding as more and more brands incorporate them into their websites. There are many positive B2B customer service examples where chatbots successfully helped customers find an answer to their queries. A chatbot may not be able to close a deal or answer complicated questions, but it is able to direct your audience in the right direction and answer FAQs. They may also provide clients with a description of your products and services and push them down the sales funnel quickly. Also, companies may use bots to upsell and cross-sell based on individual customer behavior.
Many businesses use chatbots on Facebook and WhatsApp to communicate with customers and drive engagement regarding upcoming events or giveaways. For instance, a luxury commerce store launched a chatbot marketing and sales campaign through WhatsApp, achieving a massive increase in click-through rate and sales.
13. Quality Content
Content will never stop dominating the digital advertising trends list. Successful content calendar examples prove that well-crafted and timely articles and webinars published consistently are a winning strategy. Podcasts are becoming more and more popular in the B2B and SaaS worlds, too; you have the opportunity to showcase your expertise and build trust with your audience. Live webinars allow you to engage in discussions with your client base, offer them personalized advice, and prove why you are the best option in your field. Pre-recorded webinars are also great and can reach audiences all over the globe, no matter the date. In fact, marketers around the globe plan on increasing their investment in creating quality content. Are you going to leverage this new digital marketing trend?
14. Case Studies
Case studies are typically used in content marketing for B2B to generate interest and prove expertise in the field. When customers reach the consideration stage in the sales funnel, they search for proof. Do you do what you promise, and why should they choose your brand? Case study articles and eBooks are the perfect way to inform clients about past success stories and how you approach challenges. While it is not a brand-new marketing industry trend, case studies are becoming even more popular as the years go by.
But how do you even create a compelling document? Start by mentioning the unique problem a company had when they came to you for help. Explain how you approached the situation and your course of action. Mention any hurdles you may have come across and how you overcame them. Don't forget to add your collaborators' viewpoints and their honest reviews. Keep in mind that clients want to hear genuine voices and not exaggerated stories.
Key Takeaway
Are you reading digital marketing reports at the end of every year to see which industry trends will take off? If not, here is an improvement you can make. Lead generation techniques don't stay the same. New ones arrive every year, and some of the old ones may have to be discarded. Technological advancements, like AI and XR, are dominating our lives and the way we market our products and services. Short-form videos and social media are becoming an integral part of digital marketing. Such changes allow us to come up with exciting content marketing ideas that break the mold. Additionally, personalization and communities make consumers feel important and respected. They feel like you are paying attention to their unique needs.
But to promote great content online, you must master search engine marketing intelligence to win over search engines. Once you have them in your pockets, you can add a strong dash of diversity and inclusion to appeal to people all over the planet.
AI-powered personalization, short-form and interactive video, mixed reality commerce, multimodal search, and niche community marketing are leading trends. Brands are also focusing on inclusive design, cultural intelligence, and sustainability-driven campaigns.
AI is helping marketers predict consumer behavior, personalize content at scale, automate repetitive tasks, and analyze campaign performance. The focus is on “human-in-the-loop” AI, combining automation with human creativity for high-quality output.
Smaller, interest-focused platforms like Discord, Mastodon, and Threads allow brands to engage highly engaged, loyal communities. These networks enhance trust, co-creation, and advocacy, complementing broader social media marketing strategies.
Mixed reality enables immersive product demos, virtual showrooms, and interactive experiences. Incorporating MR/XR into a B2B customer acquisition strategy helps prospects understand products, build confidence, and accelerate purchasing decisions.
By creating accessible, culturally aware content, brands can authentically engage diverse audiences. This extends beyond internal diversity and inclusion training, enhancing trust, loyalty, and global campaign effectiveness.
