Marketing Trends I’m Watching in 2025 + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our January 10, 2025 issue. If you’d like to receive Field Tips, subscribe here.
As we settle into 2025, it’s a good time to reflect on the changes we saw in 2024 and look ahead to what’s coming. From the growing role of AI to shifts in consumer expectations, here are a few trends likely to shape the marketing landscape this year:
- Generative AI in Full Swing: AI will continue to transform how we engage with audiences, from personalized campaigns to automated interactions. Exploring these tools could unlock new opportunities.
- Privacy Takes Center Stage: With the phase-out of third-party cookies, first-party data strategies are becoming essential. Transparency and trust will set brands apart.
- Authenticity Over Perfection: Consumers are looking for relatable, human content. Brands that focus on authenticity can build stronger connections.
- The Rise of Niche Platforms: Emerging platforms like Threads and Bluesky offer opportunities to reach audiences in less crowded spaces.
- Voice and Visual Search: Optimizing for these growing technologies will help meet the way people naturally search for information.
2025 offers new challenges and opportunities for growth. What trends are you focused on this year? Contact us—I’d be interested in your perspective.
What the End of Net Neutrality Means for You
WHAT’S HAPPENING. On Jan. 2, a U.S. appeals court struck down the FCC’s net neutrality rules, saying the agency doesn’t have the authority to regulate broadband providers like public utilities. This decision reverses rules from 2024 that aimed to keep the internet open and prevent companies like ISPs from blocking or slowing down certain websites.
WHY IT MATTERS. For everyday internet users, this could mean a less fair and open internet. ISPs might start favoring their own content or paid partners, making some websites slower to load, more expensive to access, or harder to find. For marketers, this creates a tricky new landscape. Businesses might need to pay for faster website access to keep up with competitors, which could drive up costs and complicate strategies. Whether you’re browsing or running a business, this ruling could change how the internet works for everyone.
Meta’s Move to Community Moderation Raises Questions
WHAT’S HAPPENING. Meta is replacing its fact-checking program with a “Community Notes” system, similar to what X (formerly Twitter) uses. The company says this is about prioritizing free speech, but critics aren’t convinced. Content rules on hot topics like immigration and gender will be relaxed, and Meta is moving its moderation teams from California to Texas. With such a huge platform, many worry this approach won’t scale well and could lead to a flood of unchecked misinformation.
WHY IT MATTERS. This change could let misinformation and heated debates take over, making people trust Meta’s platforms less. For marketers, it’s a mixed bag: divisive content might boost engagement, but it also puts brands at risk of reputational damage. This could also hurt adoption of Threads, Meta’s new app pitched as a cleaner alternative to X. Marketers should tread carefully, focus on credible partnerships, and keep a close eye on how these shifts impact user sentiment and ad performance.
Google’s Fingerprinting Policy Flip Aims to Improve Ad Tracking
WHAT’S HAPPENING. Google is reversing its position on digital fingerprinting, giving advertisers the green light to use it starting in February 2025. This technique helps track devices and users without relying on cookies, making cross-device measurement—like connecting a TV ad to a purchase on a smartphone—much easier. While Google says it’s working on privacy-enhancing tools to keep data safe, watchdogs like the UK’s ICO are already warning companies to play by the rules and use fingerprinting responsibly.
WHY IT MATTERS. This is a big deal for marketers struggling with measurement as cookies and mobile ad IDs phase out. Better tracking means better attribution, especially for tricky areas like connected TV. But Google’s vague on how it’ll protect privacy, so advertisers need to tread carefully and stay compliant with privacy laws. For now, it’s a chance to sharpen targeting strategies—but keep an eye on how this evolves because the measurement game isn’t getting any easier.
More To Explore in 2025
Escaping to the Familiar—And the Surreal: Adobe 2025 Creative Trends Forecast
From playful “Levity and Laughter” to immersive “Fantastic Frontiers,” Adobe’s latest trends show how creatives are blending nostalgia, escapism, and humor to connect with audiences. Get inspired on the Adobe Blog.
22 SEO Experts Offer Their Predictions For 2025
From focusing on UX and AI-optimized content to embracing alternative traffic sources like forums and video-first strategies, SEO in 2025 is all about adapting to a fast-changing digital landscape. Read the full expert breakdown on Search Engine Journal.
13 digital marketing trends you should plan for in 2025
From AI-powered search optimization to leveraging schema for knowledge graphs, brands in 2025 must embrace smarter tools and streamlined tech stacks for seamless buyer journeys. Explore all 13 trends on Search Engine Land!
What are the Digital Marketing Trends for 2025?
AI-driven content, hyper-personalized campaigns, and video-first strategies are taking center stage in 2025—plus, leveraging data privacy as a brand strength is more crucial than ever. Check out the full trends report on Digital Marketing Institute.
26 Predictions for Social Media Marketing in 2025
Experts forecast a rise in AI-generated content, a shift towards niche social platforms, and increased emphasis on user privacy, signaling a transformative year ahead for social media marketing. Explore all 26 predictions on Social Media Today.
MarTech Experts’ Top Predictions for 2025
From hyper-personalization powered by AI to evolving customer data strategies, 2025 will demand smarter tools and insights to enhance marketing impact. Discover key Martech predictions on SAS Institute.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
