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

Key phrases, web optimization, Running a blog — the checklist of ways advertising soothsayers have declared lifeless is lengthy and never precisely correct. However doubtlessly dying advertising traits are one thing to maintain a watch 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 speak about, and actually, that appears to vary 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.

Buddies, we’ve gathered right here at present to debate 4 outdated advertising traits that, based on new information from the 2025 State of Marketing, might not survive 2025.

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

Advertising Developments That Would possibly Not Survive in 2025

1. Mass Advertising

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

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

Twilio’s State of Personalization report discovered that 49% of customers say they’ll doubtless turn into repeat consumers after a customized procuring expertise with a retail model.

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

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

So, they’re not messing round.

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

Profitable advertising in 2025 would require higher emphasis on personalization and group engagement.

Final 12 months, this was the primary space entrepreneurs reported specializing in, and this 12 months, our analysis discovered that 85% of entrepreneurs contemplate their technique considerably or very personalised. On high of that, nearly 94% mentioned personalization impacted gross sales.

Lately, Grace Kao, Head of World Enterprise Advertising 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 attempting to deliver is a few kind 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 will you pivot in 2025?

Be taught every little thing you’ll be able to about personalizing your marketing and model experiences. This may seem 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 solutions based mostly on purchases or previous habits (i.e., pages they’ve visited or gives they’ve downloaded.)
• Checking in and proactively reaching out with assist or assist with current purchases.
• Asking for suggestions

And remember: AI will 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, pictures, 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 ways alone gained’t minimize it anymore.

Kevin Indig from Toast predicted that conventional web optimization ways, akin 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 concept 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 individuals doubtlessly hear about it.”

On this context, Indig isn’t simply referring to getting found via serps but additionally 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 need 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 essentially the most profitable B2B firm, that clearly has a distinct weight than when anyone on Reddit says, ‘Oh, you recognize, Salesforce is healthier than HubSpot.”

“We don’t but know the precise influence in your visibility in generative AI or in LLMs based mostly on these mentions, however we are able to assume that there’s in all probability a reasonably sturdy connection.”

How will you pivot in 2025?

Indig continued, “I see the link-building house shifting way more to internet 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 essentially the most authoritative websites attainable.”

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

All of those ways purpose to broaden your attain and get you in entrance of latest audiences outdoors 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 (Keep in mind Clubhouse?). They made our checklist final 12 months, too.

This 12 months, solely about 13% of entrepreneurs plan on growing their funding within the medium — lower than short-form video, user-generated content material, pictures, 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 considered one of their high ROI drivers. In truth, solely about 13% reported it as considered one of their high three.

Blend’s Advertising Supervisor, Dan Stillgoe dug deeper into this for us, saying, “It‘s true which you could’t immediately attribute leads or income from a podcast, however that is not its objective.”

Fellow HubSpotter Caroline Forsey added, “I‘m additionally assuming some entrepreneurs really feel the barrier-to-entry is just a little 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 tougher to trace ROI. However whereas it’s not straightforward, it’s value contemplating if most of your customers are podcast listeners.”

How will you pivot in 2025?

Your podcasts don’t need to go away, particularly when you’ve acquired an excellent listener base, however maybe it is advisable revisit your objectives and expectations for the medium.

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

He provides, “Podcasting is the proper option to craft partaking and genuine content material — one thing consumers are starting to crave on this AI period.”

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

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

4. Mega-Influencer Advertising

It’s no secret: Customers like influencers.

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

Customers like influencers and content material creators they discover relatable and trustworthy. As The Drum put it, they decide for individuals who “can provide connection, companionship, and aspiration.”

Nonetheless, as “influencer” turns into extra of an precise occupation and follower numbers attain the tens of millions, the sense of connection customers crave is tougher to come back by.

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

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

Among 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 provide extra authenticity than their bigger counterparts.

“Immediately, getting the most well-liked individual is rather like, ‘okay, cool.’ This individual has 15 million followers on TikTok, however do they match what you need to do? Individuals are very savvy, and you do not need anybody to consider one thing as like a cash seize.”

How will you pivot in 2025?

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

For instance, when you’re a cost software program firm, it could be cool to have Mr. Beast promote your model in considered 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 objectives.

Hold Your Advertising Alive and Kicking

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

The traits outlined right here function reminders that what labored yesterday might not ship outcomes tomorrow, however that doesn’t imply it is advisable throw them out utterly.

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 together with your viewers in 2025 and obtain your objectives.

Each new 12 months is a turning level — one that enables 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 Be aware: This put up was initially revealed in December 2022 and has been up to date yearly to incorporate new, unique HubSpot information and skilled insights.