4 Marketing Trends & Strategies That Might Not Survive in 2025 [New Research]

Key phrases, website positioning, Running a blog — the listing of techniques advertising soothsayers have declared useless is lengthy and never precisely correct. However doubtlessly dying advertising developments are one thing to maintain an eye fixed out for.

As entrepreneurs, we’re on the mercy of the world round us. Our methods must align with purchaser behaviors and what they care and discuss, and truthfully, that appears to alter with each refresh of an discover web page.

If we’re going to remain efficient, we have to keep present — which brings us to at present’s obituary.

Associates, we’ve gathered right here at present to debate 4 outdated advertising developments that, in keeping with new information from the 2025 State of Marketing, might not survive 2025.

Okay — possibly that is darkish phrasing, however these techniques definitely received’t stick round with our present approaches. Let’s unpack what they’re and pivot.

Advertising and marketing Developments That Would possibly Not Survive in 2025

1. Mass Advertising and marketing

In case you market to everybody, you market to nobody. Entrepreneurs have recognized this for ages, however we have to take it extra severely as shoppers demand a personalized touch from manufacturers.

I imply, admit it. It’s sort of good to open an electronic mail or app and get a message nobody else has acquired. It feels particular — unique even — and most of the people agree on this.

Twilio’s State of Personalization report discovered that 49% of shoppers say they’ll probably develop into repeat patrons after a customized procuring expertise with a retail model.

(I do know I get a bit giddy seeing my title in issues like my Spotify Wrapped.)

Furthermore, Zendesk discovered that 70% of customers anticipate anybody they work together with at a enterprise to have the complete context of their earlier engagement and actions.

So, they’re not messing round.

That mentioned, mass advertising — that’s, advertising with no particular audience, basic messaging, and a “one measurement suits all” expertise — must be deserted.

Profitable advertising in 2025 would require better emphasis on personalization and neighborhood engagement.

Final yr, this was the primary space entrepreneurs reported specializing in, and this yr, our analysis discovered that 85% of entrepreneurs contemplate their technique considerably or very customized. On prime of that, nearly 94% mentioned personalization impacted gross sales.

Just lately, Grace Kao, Head of International Enterprise Advertising and marketing at Spotify, mentioned the significance of making emotionally resonant experiences tied to customers’ private moments as a model.

She mentioned, “It’s concerning the worth you‘re really bringing to your buyer. For us at Spotify, what we’re actually making an attempt to deliver is a few form of private factor.”

“It‘s a ’Oh, wow! Thanks for offering one thing that speaks to me particularly.‘ That’s what retains customers coming again, feeling like their moments matter.”

How are you going to pivot in 2025?

Study the whole lot you’ll be able to about personalizing your marketing and model experiences. This may appear like:

• Addressing your purchaser by name in emails
• Making product suggestions based mostly on previous purchases in your web site.
• Sending emails with content material strategies based mostly on purchases or previous habits (i.e., pages they’ve visited or presents they’ve downloaded.)
• Checking in and proactively reaching out with assist or assist with current purchases.
• Asking for suggestions

And remember: AI might help with scaling all of this. Extra on that right here:

2. Hyperlink Constructing

For over a decade, profitable content material advertising has largely been targeted on creating keyword-packed web site/weblog content material and incomes site visitors and hyperlinks again to their web sites.

Nonetheless, entrepreneurs in our survey rated visible codecs like short-form video, photos, and reside streaming larger in return than these like running a blog (although this did nonetheless make the highest 5), buyer behaviors are increasingly favoring social media and AI chatbots, and Google’s EEAT regulations are not letting up.

With all these elements, it’s clear conventional search techniques alone received’t minimize it anymore.

Kevin Indig from Toast predicted that conventional website positioning techniques, corresponding to hyperlink constructing, will decline in significance and that model mentions, authority, and popularity will matter extra in a aggressive search panorama ​shifting ahead.

He defined, “In my worldview, the thought of hyperlinks shifts a bit extra to mentions — In different phrases, what context and the way typically is our model talked about? The extra typically your model is talked about throughout the online, the extra folks doubtlessly hear about it.”

On this context, Indig isn’t simply referring to getting found via engines like google but in addition via mentions and discussions on social media, within the press, and ultimately by AI assistants.

“There’s one thing to be mentioned concerning the coaching information,” He continued. “Primarily, you wish to develop the floor at which it’s attainable that an LLM [large language model] finds your model in a sure sentiment.”

“When the New York Occasions, for instance, writes about HubSpot being probably the most profitable B2B firm, that clearly has a unique weight than when anyone on Reddit says, ‘Oh, you recognize, Salesforce is best than HubSpot.”

“We don’t but know the precise impression in your visibility in generative AI or in LLMs based mostly on these mentions, however we will assume that there’s most likely a fairly robust connection.”

How are you going to pivot in 2025?

Indig continued, “I see the link-building area shifting far more to net footprinting or publicity — public relations (PR) is one other title for it — simply mainly getting your model on the market in a optimistic sentiment and on probably the most authoritative websites attainable.”

This may take many various varieties, however some examples might embody:

All of those techniques intention to broaden your attain and get you in entrance of recent audiences exterior of your owned media.

3. Podcasts

Sadly, this isn’t the primary time we’ve forecasted doom for podcasts and audio content material like chatrooms (Bear in mind Clubhouse?). They made our listing final yr, too.

This yr, solely about 13% of entrepreneurs plan on rising their funding within the medium — lower than short-form video, user-generated content material, photos, and reside streaming.

However why so few when there are believed to be over 500 million podcast listeners worldwide?

Our survey discovered that almost all entrepreneurs don’t imagine podcasts are certainly one of their prime ROI drivers. In truth, solely about 13% reported it as certainly one of their prime three.

Blend’s Advertising and marketing Supervisor, Dan Stillgoe dug deeper into this for us, saying, “It‘s true that you would be able to’t instantly attribute leads or income from a podcast, however that is not its goal.”

Fellow HubSpotter Caroline Forsey added, “I‘m additionally assuming some entrepreneurs really feel the barrier-to-entry is a bit excessive. Making a full, high-quality podcast episode requires time and assets.”

“It takes extra effort than, say, posting an Instagram Reel, and it‘s more durable to trace ROI. However whereas it’s not simple, it’s value contemplating if most of your shoppers are podcast listeners.”

How are you going to pivot in 2025?

Your podcasts don’t must go away, particularly when you’ve acquired a very good listener base, however maybe it’s good to revisit your targets and expectations for the medium.

Stillgoe defined, “Podcasts are a long-term brand-building channel that may enhance affinity and connection in your model like no different channel. While you notice the long-term and surrounding advantages, podcasting turns into a transparent and apparent funding.”

He provides, “Podcasting is the right solution to craft participating and genuine content material — one thing patrons are starting to crave on this AI period.”

So quite than turning to podcasting as an avenue for leads or site visitors, flip to it for constructing neighborhood.

Learn: Podcasting in 2025: What You Need + 9 Steps To Get Started

4. Mega-Influencer Advertising and marketing

It’s no secret: Shoppers like influencers.

69% of consumers say they belief influencers’ opinions, whereas 49% really depend on them for recommendations. However this doesn’t imply any previous influencer will do.

Shoppers like influencers and content material creators they discover relatable and trustworthy. As The Drum put it, they choose for many who “can supply connection, companionship, and aspiration.”

Nonetheless, as “influencer” turns into extra of an precise career and follower numbers attain the thousands and thousands, the sense of connection shoppers crave is more durable to come back by.

Due to this, extra area of interest influencers are proving more practical for manufacturers.

Our survey discovered practically 45% of entrepreneurs reported seeing probably the most success with micro-influencers, the biggest of any group, adopted by macro and nano-influencers. Mega-influencers (these with over 1,000,000) got here in final.

A few of the reported advantages of smaller influencers included extra belief with their followers, entry to tight-knit communities, and extra affordability.

Calvin Goncalves, a advertising affiliate at New Stability, additionally famous how smaller influencers supply extra authenticity than their bigger counterparts.

“Immediately, getting the preferred individual is rather like, ‘okay, cool.’ This individual has 15 million followers on TikTok, however do they match what you wish to do? Persons are very savvy, and you don’t need anybody to think about one thing as like a cash seize.”

How are you going to pivot in 2025?

Entrepreneurs must be selective. Decide influencers that truly suit your model, product, and viewers; folks with credibility and perception into what you do, not simply giant presences.

For instance, when you’re a fee software program firm, it might be cool to have Mr. Beast promote your model in certainly one of his movies, however will it really make it easier to attain an viewers that’s going to purchase from you? That’s questionable.

Try our article. “How to Identify & Work With the Best Brand Influencers for Your Business” for extra steering on discover the best area of interest influencers to attain your targets.

Maintain Your Advertising and marketing Alive and Kicking

Because the advertising panorama continues to evolve, holding on to outdated methods can crush your model’s potential for progress.

The developments outlined right here function reminders that what labored yesterday might not ship outcomes tomorrow, however that doesn’t imply it’s good to throw them out fully.

That is an invite to evolve and innovate. By embracing personalization, prioritizing genuine connections, leveraging AI, and collaborating with area of interest influencers, you’ll be able to create methods that ring a bell along with your viewers in 2025 and obtain your targets.

Each new yr is a turning level — one that permits us to rethink, refine, and reinvent. The important thing to thriving on this subsequent period of promoting? Keep adaptable, keep curious, and at all times put your viewers first.

Editor’s Notice: This submit was initially printed in December 2022 and has been up to date yearly to incorporate new, unique HubSpot information and skilled insights.