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DIGITAL ADVERTISING

January 2025

Jump on the big marketing innovations of 2025

So Happy New Year. We’ve been scouring the market to understand the trends and tech which could change how marketers approach their work in 2025.


Here are the top trends………. UK marketers will need to navigate a rapidly evolving landscape shaped by technological advancements, shifting consumer behaviours, and increasing regulatory demands. Here are five key trends poised to impact UK marketing, along with the opportunities they present:


AI-Driven Personalisation

Artificial intelligence (AI) is set to revolutionise personalisation by enabling brands to analyse vast amounts of data in real-time, delivering hyper-targeted messages tailored to individual preferences and behaviours. This advancement allows for more precise and impactful customer engagement, enhancing the overall consumer experience. 


In a nutshell: Marketers can leverage AI to create personalised experiences that resonate deeply with consumers, leading to increased engagement, loyalty, and conversion rates.


For example: Netflix uses AI algorithms to recommend shows and movies based on a user’s viewing history, preferences, and even the time of day they typically watch. Marketers in other industries can emulate this approach by personalising emails, product recommendations, and offers based on customer behaviours.



Sustainability and Ethical Marketing

With growing consumer awareness and tightening regulations, sustainability is becoming a critical component of marketing strategies. Brands are expected to integrate eco-friendly practices and transparent data usage into their operations to build trust and meet consumer expectations. 


In a nutshell: Embracing sustainability and ethical marketing can enhance brand reputation, attract eco-conscious consumers, and ensure compliance with evolving regulations, thereby driving growth and competitive advantage.


For example: The Body Shop launched a refill station programme in selected UK stores, encouraging customers to reuse their product containers. This initiative aligns with sustainability goals and appeals to environmentally conscious consumers. Similar efforts can be adapted in industries like fashion, food, or tech.


Voice and Visual Search


The increasing use of voice-activated devices and visual search technologies is changing how consumers seek information. Optimising content for these search methods is becoming essential for brands aiming to maintain visibility and accessibility. 



In a nutshell: By adapting SEO strategies to include conversational keywords and optimising images for visual search, marketers can capture a broader audience and stay ahead in the evolving search landscape.


For example: ASOS optimised its website for Google Lens visual search, allowing users to upload a photo of a clothing item they like and find similar products on the platform. Marketers in other retail sectors could adopt this to make their catalogues more accessible via visual search tools.


Rise of Niche Influencers


Influencer marketing is shifting towards collaboration with niche and micro-influencers who have highly engaged and loyal followings. These influencers can provide authentic recommendations that resonate with specific communities, enhancing brand relatability. 


In a nutshell: Partnering with niche influencers allows brands to tap into targeted audiences, build trust, and drive conversions through authentic and relatable content.


For example: A vegan skincare brand collaborates with a niche beauty influencer on Instagram who specialises in cruelty-free and plant-based products. This influencer's smaller but highly engaged following ensures the brand reaches the right audience, leading to better conversion rates.



Integration of Augmented Reality (AR) in Shopping Experiences


AR technology is becoming integral to the shopping experience, allowing consumers to virtually try products before purchasing. This immersive approach enhances engagement and can influence purchasing decisions. 


In a nutshell: Implementing AR experiences can differentiate brands, reduce return rates by setting accurate expectations, and provide an engaging platform for consumers to interact with products, thereby enhancing the overall shopping experience.


For example: IKEA’s "IKEA Place" app allows customers to virtually place furniture in their homes using AR to see how it fits and looks in their space. This reduces uncertainty in purchasing decisions, a concept that can be extended to industries like cosmetics, automotive, and fashion.


Food for thought…. And plenty to be getting on with.


All the best for the year ahead


Want to explore how you can keep up with trends in 2025? Contact our expert team by filling in the contact form below.

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