We might not have a crystal ball to predict the future, but one thing’s clear: businesses that cling to outdated strategies will eventually find themselves obsolete. The fear of change is real, but stagnation is far worse.
These marketing and PR predictions — grounded in top industry research — offer the insights you need to stay ahead in 2025. Will you evolve?
Interview Presence, Expert Access & Resources Will Drive Press Opportunities
60% of journalists recently reported facing downsizing and limited resources. With fewer journalists and tighter budgets, the businesses that win are those offering quick and easy access to subject matter experts, proprietary data and customers.
But how do you get noticed?
- Share proprietary data, real customer stories and subject matter expertise that journalists can’t find elsewhere.
- Become the go-to resource for your industry through consistent, valuable and credible information.
- Ensure your executives adapt their messaging for specific platforms, whether it’s live TV, podcasts or written features.
- Invest in media training to help your leaders communicate clearly, stay relatable and maintain control of their message.
AI Patience Will Be the Key to Long-Term Success
According to Forrester, companies focusing too heavily on short-term AI ROI will scale back prematurely, putting themselves at a disadvantage in the long run.
As AI technology evolves from experimental to essential, it’s crucial to be patient. Instead of rushing to see immediate results, prioritize AI use cases that align with your unique data and customer needs.
Digital Sales Channels are Key for B2B Buyers
As Millennial and GenZ buyers increase market dominance, Forrester also predicts a growing number of large B2B purchases ($1 million or greater) will be processed through digital sales channels. This means sales teams increasingly serve as navigators to help customers buy, rather than managing the entire transaction on their own. For smaller purchases and decisions, an optimized digital environment is even more paramount. A consistent and fluid buying and vetting experience will differentiate the competition.
Emotion-Driven Content Will Lead the Way
AI can churn out text, but it can’t replicate human emotion — and audiences crave connection. The businesses that will stand out in 2025 are those that can create emotionally resonant, human-centered content, according to the Content Marketing Institute.
To succeed, “lead with feelings.” Address your audience’s challenges, connect with their aspirations and provide clear, authoritative answers across communication channels.
Unsure where to start? Create and deploy a messaging framework that clearly and consistently explains who you, your value, your target audience’s emotional triggers and how you solve their problems.
Shrinking Attention Spans Will Challenge Social Media Ads
In 2024, only 31% of people said social media ads captured their attention — a sharp drop from 43% in 2023. It’s clear conventional ads that simply check the boxes of being relevant and visually polished are no longer enough.
These “fit-in” ads blend into the endless stream of content without standing out — functional but forgettable. To break through, ads need to disrupt the scroll with bold, engaging content via unexpected hooks, striking visuals or interactive elements to spark curiosity.
Are Your Marketing & PR Strategies Ready for 2025?
As we head into the new year, it’s crucial to evaluate where your business stands in relation to these predictions.
Let’s take a closer look at what’s working and what’s not — contact us to schedule an audit and tackle 2025 with confidence.
