According to eMarketer, these four trends defined marketing in 2024. Which of them will impact your approach to marketing in 2025?
- Generative AI goes from promise to practice: Marketers have moved beyond the buzzy and controversial genAI use cases into somewhat more “boring” use cases for personalization and segmenting.
- The cookie is not dead yet: Marketers can still use cookies, but consumers are opting out of being tracked. They need to focus on privacy-forward solutions, benefiting companies with rich first-party data.
- Commerce media evolved to include more advertisers and platforms: “[Retail media networks are] increasingly looking at opening up ad inventory beyond the brands that they carry in order to continue fueling the growth of what they've recognized is a very profitable revenue stream,” said eMarketer analyst Sarah Marzano.
- Connected Television (CTV) advertising kept growing, boosted by Amazon Prime Video: US CTV ad spend will hit $28.75 billion this year, a growth of 18.8% year over year. This year, five businesses will see over $1 billion in US CTV revenues, up from just two in 2020.
This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.
Comments