The new year has begun, and with it comes the freshest trends in the world of advertising. To start off on the right foot, here’s a quick look at what will be setting the pace in the coming months.
A step beyond B2C and personalisation
If all brands are currently communicating from a company-consumer perspective, the time has come to go one step further. Consumers are now looking to be addressed and known, which is why hyper-personalisation will be the most widely used way of communicating in 2025.
This personalisation should not be applied in the final sale, but throughout the sales process. The user wants to be part of the design, of his choice and even of the way it is sold, so brands and agencies must make the consumer feel much more involved in the whole process.
Generative optimisation vs. SEO
SEO continues to be very important for the positioning of our content, however, it has evolved into what we know as GEO (Generative Engine Optimisation). This new concept supports SEO with new Artificial Intelligence (AI) technologies, ensuring that content is discovered, interpreted and ranked by AI-enhanced search engines.
Emotions at the heart of the message
AI has helped us to improve campaign optimisation, but emotions remain a fundamental pillar of brand communication. Agencies will have to be more creative than ever to reach consumers’ emotions.
Connecting with consumers’ emotions will be one of the keys to improving the sales strategy in an efficient way and, above all, will help to generate greater recall.
These emotions also include humour, which will be key to approaching the user from a more informal point of view.
Emerging platforms and their evolution
During 2024 we have already seen that Instagram and TikTok continue to be the most consumed platforms, but what about X, formerly Twitter? We ended the year with the exponential growth of Bluesky, which looks like it could be Twitter’s competitor. Agencies will have to remain very attentive to the evolution of all these types of channels in order to include them in their strategies and not be left behind.
Innovate to stand out
The saying ‘renew or die’ has never been so true and that is what agencies will have to do in 2025 if they want to make their clients take off. In a sector full of constant novelties, innovation when communicating is a key factor to impact the user. Not only the content has to be new, formats, implementations and everything that can differentiate from the competition will triumph this year.
The thousand eyes of sustainability
Sustainability will not only be an issue for the new generations, more and more consumers are concerned about how environmentally friendly the products and campaigns they are impacted by are. Therefore, agencies will have to take into account the sustainability factor when developing a media and communication plan, especially in those sectors that, in one way or another, have a direct involvement with the environment.
Campaign automation and optimisation
As automation and optimisation tools continue to evolve, agencies in 2025 will be better equipped to manage ad campaigns more efficiently. Automation technologies will enable agencies to create and manage ads across multiple platforms simultaneously, optimising performance in real time and reducing costs. This will also allow creative teams to focus more on strategy and innovation, while repetitive and analytical tasks are handled automatically.
Keeping the consumer experience in focus
Diversity and inclusion will continue to be key issues in the marketing of the future. Advertising agencies will need to work more consciously to represent all communities and ensure their messages are inclusive and respectful. Consumers are increasingly attentive to brands’ representations of different cultures, ethnicities, genders and abilities, and in 2025, advertising agencies will need to be even more accountable to these aspects in their campaigns.