Survival in the marketing world has always been about evolving with societal and technological trends. What’s different today is the pace of evolution, especially on the technology side. If you feel like innovation is accelerating in every direction, you’re correct and AI is a major force behind it. That’s why AI is number one in our top five trends.
- AI-Driven Personalization at Scale
AI continues to revolutionize how brands engage with consumers. Now, AI is enabling us to build more hyper-personalized marketing strategies and unique customer experiences at scale. Tools like AI-powered chatbots, predictive analytics, and dynamic content generation helps us anticipate customer needs and create tailored offers in real-time.
We’ve already become accustomed to seeing incredibly on-target ads and product recommendations on various platforms, all thanks to AI analyzing our browsing behavior and past purchases.
Source: www.grandviewresearch.com/industry-analysis/artificial-intelligence-marketing-market-report
- The Rise of Zero-Party Data
The term “zero-party data” was coined by Forrester in 2020 but it did not become urgent until Google announced the phasing out of third-party cookies, currently planned for early 2025. Zero-party data (information willingly shared by consumers) is becoming essential for effective marketing. From interactive quizzes to loyalty programs, new ways to gather zero-party data are filling our screens every day. By encouraging consumers to voluntarily provide their preferences, we can collect the data ourselves and build direct, trust-based relationships.
Source: www.emarketer.com/content/first-party-data-reshaping-marketing-landscape
- Social Commerce Takes Center Stage
As much as people seem to deride social media, it continues to dominate our attention spans and is now evolving into a full-fledged shopping destination. Livestream shopping events, shoppable posts, and influencer collaborations continue to drive social commerce forward. Social platforms themselves are also enhancing their shopping features, allowing users to browse, purchase, and review products without leaving the app.
Source: www.thebusinessresearchcompany.com/report/social-commerce-global-market-report
- Connected TV (CTV) on Course to Dominate Over Linear
As the number of ad-supported streaming options rises so is viewership. According to EMARKETER’s “4 CTV ad spend trends to track in 2025” 65% of marketers classify CTV as a performance channel, and 52% use it to drive key metrics like web visits and revenue. CVT is a godsend for marketers wanting more precise targeting that can make the most out of every ad dollar. Despite that fact, CTV viewership currently outstrips the ad spend. Perhaps 2025 will become the year for advertisers to catch up.
Rise in CVT households in the United States
Source: www.statista.com/statistics/306967/number-of-connected-tv-households-usa
- Influencer Marketing Matures Along with Creator Economy Growth
In the next evolution of influencer (content creator) marketing, one-off collaborations are becoming less popular than long-term brand ambassador programs. According to Digiday, creators are increasingly becoming their own media companies, hiring talent and leveraging AI to develop content. Underscoring the maturation of this market, creator agency Whalar Group saw professional creators with managers increase from around 20% to 75% in 2024 alone.
Source: www.grandviewresearch.com/industry-analysis/influencer-marketing-platform-market
Rather than present an exhaustive list of what’s hot in the marketing world, our Top Five Trends are focused on areas likely to have the most impact on our industry, not to mention your bottom line. Like you, we at Direct Choice are held accountable for our ability to drive marketing ROI in a rapidly evolving landscape. Let’s stay ahead of the curve together.
