Artificial intelligence, storytelling and personalization. If we had to put together a podium with the guidelines that will characterize marketing during 2025, these would be the main elements.
Despite its central relevance, this year will also witness other trends. Let’s look at each of them in detail.
Artificial intelligence will expand its field of action
2024 was a turning point in terms of the adoption and widespread use of artificial intelligence (AI) in marketing.
Over the past year, AI has not only improved marketing practices, but also boosted efficiency, creativity and opportunity seizing.
Despite its many applications, Hubspot’s The 2025 State of country email list Marketing Report highlights that in 2024, marketers were particularly focused on using artificial intelligence tools for content creation .
According to this research, the main use cases of this technology applied to marketing were:
- Creating written content, images and getting ideas (43%)
- Market research (34%)
- Content brainstorming (27%)
- Learning specific techniques, such as executing Excel functions or debugging SQL code (40%)
- Data analysis and reporting (3%)
- Taking notes or preparing meeting summaries (27%)
In 2025, artificial intelligence will expand its field of action .
It is expected to impact primarily data-driven analyze your website architecture decision making , digital advertising and media planning, workflow automation , optimization of digital experiences (websites, apps, social media, etc.), content personalization , prediction of customer behavior, generation of creative ideas, and optimization of advertising spend in real time.
Social media will continue to be the marketing channel with the highest ROI
This year, social media will remain relevant when it comes to generating high ROI . Therefore, it will continue to be a priority for marketers .
Why is this happening? As Hubspot’s 2024 Consumer america email list Trends Survey explains , social media is the preferred product discovery channel for Gen Z and millennials. Meanwhile, Gen X and baby boomers are also quickly becoming accustomed to it.
In fact, according to the survey, 64% of Gen Z respondents, 59% of millennials, and 47% of Gen X participants reported having discovered a product on social media.
But that’s not all. The research also claims that 17% of users have purchased a product on an app and 1 in 4 have purchased a solution based on an influencer’s recommendation.