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Marketing Trends 2025: What really works?
ARTERIA Marketing Agency's Blog
Working since 2018
Автор:
Irinka Nikalaeva -
Entrepreneur, Marketer, Founder of ARTERIA Agency
Entrepreneur, Marketer, Founder of ARTERIA Agency
Think about yourself 5 years ago and compare yourself with yourself today. How much have you changed? Do you buy the same things you did then? And how do you make your buying decisions?
All the articles and GPT chat responses are about AI. But all this is a distraction from reality and has less impact on consumers' lives than the global political and financial crisis. While you are in the clouds imagining a future with AI, the market is changing dramatically. And if you don't wake up, the whole cake will be shared without you.
And the reality is this. In the last 4 years, everyone in the world, in the minds and wallets of every consumer, in every market, has changed.
And the reality is this. In the last 4 years, everyone in the world, in the minds and wallets of every consumer, in every market, has changed.
Here are some facts about consumer behaviour trends in recent years:
- The majority of the world's consumers are cutting back on non-essential spending. 69% of shoppers have reduced such spending and 90% have adjusted their habits, including finding cheaper alternatives and buying in larger quantities. 90%! Can you imagine?
- Inflation and economic uncertainty have caused many families to rethink their purchases. 36% of consumers plan to buy private label products more often, seeing them as a quality alternative to branded products
- Despite the general trend of saving money, 60% of Millennials and Generation Z, include pleasure and experiences in their spending plan
- Today's consumers use multiple channels to make purchasing decisions and spend an average of 25-30% more time making purchasing decisions
Do you recognise yourself? What would you add?
Let's understand marketing trends. The term 'trend' generally means a tendency to change. But marketers are interested not only in 'what is changing and getting attention', but also in 'how to ride the wave of change, keep attention and multiply results'. So what follows is a look at just such trends.
Trend #1 - Saving
90% of consumers have adapted their habits to spend less. And they continue to adapt, looking for more profitable and valuable alternatives. The good news is that it's now possible to win new loyal customers. The bad news (or is it?) is that prices now dictate demand.
90% of consumers have adapted their habits to spend less. And they continue to adapt, looking for more profitable and valuable alternatives. The good news is that it's now possible to win new loyal customers. The bad news (or is it?) is that prices now dictate demand.
What to do?
- Set prices very carefully, check market opportunities
- Don't be afraid to enter new markets, go international. There is as much confusion as there is opportunity
- Price and explain value, be open and honest
- Run marketing campaigns and attractive wholesale packages
- Implement a loyalty system, maintain good long-term relationships with customers. A new customer today is worth a lot
- Offer discounts for a friend brought in, encourage referrals and testimonials. A new warm customer is a treasure
Trend #2. Social media is the new 'shopping on the couch'
Consumers study products from different angles, they take a long time to choose, they want to want your product. Because of the economy, impulse purchases are no longer possible, but emotions are wanted, so contemplation and planning come into play.
Consumers study products from different angles, they take a long time to choose, they want to want your product. Because of the economy, impulse purchases are no longer possible, but emotions are wanted, so contemplation and planning come into play.
How to use it?
- Create video content with demonstrations of the product or service: lots of them, from different angles and at different points in the process, from creation to consumer satisfaction
- Create expert content, introducing the audience to your team of experts
- Fill your website with information that is important for decision making: about the company, benefits, approach, wholesale and partnerships
- Use different social networks and different formats to deliver information. It may seem like a waste of time, but consumer attention spans are bursting with people trying to sell. Read more about this in our article 'Does a good product sell itself?'
Trend #3. Bread and Circuses
Pleasures and experiences are among the planned spending items for Millennials and Generation Z. "Will I enjoy shopping here? What emotions will I get when I buy here?" - the consumer thinks as he or she scrolls through the feed and decides who to give their money to.
Convey and evoke emotions. Entertainment, which includes watching content, always increases in times of crisis and war. Don't judge, it's a way to be in a safe space and relax.
Pleasures and experiences are among the planned spending items for Millennials and Generation Z. "Will I enjoy shopping here? What emotions will I get when I buy here?" - the consumer thinks as he or she scrolls through the feed and decides who to give their money to.
Convey and evoke emotions. Entertainment, which includes watching content, always increases in times of crisis and war. Don't judge, it's a way to be in a safe space and relax.
How to use it?
- Create content that's fun to watch
- Create content with stories that show and evoke positive emotions
- Think about what other pleasant emotions you can share with your audience at different stages of interaction, online and offline, implement and experiment.
Trend #4. Conscious consumption
Part of the audience, influenced by major changes in the world, has rethought the role of shopping in their lives. This has helped them save money and feel some control in their social sphere. This audience prefers to choose goods and services with 'bright side' values, thus supporting the people of 'their team'.
Part of the audience, influenced by major changes in the world, has rethought the role of shopping in their lives. This has helped them save money and feel some control in their social sphere. This audience prefers to choose goods and services with 'bright side' values, thus supporting the people of 'their team'.
How to use it in marketing?
- Create content about your values. Show and tell what's important to you in your work and life.
- Tell what social impact your company has, what problems it solves, and how it helps customers and the community.
- Support the socially important efforts of your supporters.
What about trends in marketing tools?
What are the best channels and formats to get the message across to increase reach and reduce costs?
Short video have captured the attention of social media and audiences. And video ads get on average 48% more clicks than text ads.
Keyword rich text is still relevant as this is what people use to find you in Google and social media searches. What's more, social networks have become the new search engines - people search for businesses and services on Instagram and TikTok as much as they do on Google. Incidentally, SEO leads convert 15% better than leads from paid advertising.
Customer dialogue and personalised offers. To drive more sales, you need to know what each segment of your audience is willing to pay for and deliver the right message. Create surveys, gather and segment a customer base, create personalised newsletters and content for different audiences.
Intelligent use of artificial intelligence. Totally artificial copy and bespoke visuals are noticeable and erode trust. But in this challenging market, all you and your marketing team need is automation. Take the time to learn about AI and tailor the tools to your goals, but don't expect perfect execution and quick results from a robot.
Data Sources:
Consumer behaviour statistics:
Data on the impact of inflation and economic uncertainty:
Information on the buying habits of Millennials and Generation Z:
Trends in social media and video content:
SEO and content marketing:
The role of Artificial Intelligence in marketing:
Data on customer interaction and personalisation:
- McKinsey reports on technology trends and their impact on business
- Deloitte analytical reports available on their Deloitte Insights platform
Data on the impact of inflation and economic uncertainty:
- Overview of forecasts from leading consulting firms including McKinsey, Accenture, PwC and others: The Finanser
Information on the buying habits of Millennials and Generation Z:
- Pew Research Center Research on Generation Z and Millennials:
- Millennials and Generation Z Boundaries: Pew Research Center
- Generation Z Social and Political Attitudes: Pew Research Center
Trends in social media and video content:
- Analysis of social media use and preferences of Generation Z: 4PX
SEO and content marketing:
- Reviews and reports compiled on the R-Trends platform that include data on marketing strategies and consumer behaviour: R-Trends
The role of Artificial Intelligence in marketing:
- Overview of technology trends from McKinsey, including developments in artificial intelligence
Data on customer interaction and personalisation:
- Deloitte Reports on Business Insights and Customer Engagement Strategies
Tired of creating content and understanding trends on your own?
Delegate your marketing to our team of professionals!
Delegate your marketing to our team of professionals!
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