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Top marketing trends 2025 year – Kantar research Kantar

Главные маркетинговые тренды 2025 года – исследование Kantar

Marketing Research and Analytics Kantar revealed the Marketing Trends for 2025 year. The analysts examined macro and micro-trends that marketers should consider in the frameworks of strategic planning for the development of their brand, and also how they can be aligned with their own objectives.

From sustainable development to direct casting, from social networks to generative artificial intelligence Kantar highlighted some of the key trends, that the company thinks will appear and will develop in the current year. About this wrote MMR.

10 major marketing trends in 2025 year

1. Journey to total video

The convergence of air and streaming television continues, requiring a particular approach to advertising spending. Brands that own a mix of traditional TV, SVOD and AVOD platforms through testing and training, will achieve maximum effect.

2. Social networks should innovate

Since only one-third of consumers consider advertising on social networks interesting, platforms will beexperiment with creative storytelling, innovative methods of shooting and immersive formats to attract attention of all ages.

3. I I – safety and trust above all

Trust in advertising, created by artificial intelligence, is low: more than two of five consumers express skepticism. In 2025 year the origin of data will have primary importance. Marketers will prioritize the transparency and reliability of II applications, ensuring trustworthy and relevant content to strengthen the trust of consumers.

4. Sustainable development as a marketing priority

As as the legislation in the sustainable development sphere gains momentum, brands should consider it as an opportunity for growth. The current efforts to sustain growth have already generated $193 billion to world brands, and marketers will play a central role in aligning these initiatives with consumer values.

5. Involving brands in the creator

Creative economics offers brands unprecedented potential to build trust and reach interested audiences. Bilateral collaboration with creators will become important, contributing to increasing theloyalty and expand advertising flow for platforms.

6. Driving power of inclusivity

Inclusion remains a powerful catalyst for the growth of brands, influencing the purchase decision for almost eight of 10 the world’s consumers. With increasing attention to diversity and inclusion in response to political, social and demographic changes marketers recognize the need for authentic, inclusive strategies.

7. Population growth is slowing, emerging challenges

In conditions, when the rate of growth of the world population drops below 1%, and by the end of the century tends to negative growth, marketers must adapt. Aging and smaller homes require innovative strategies to attract consumers and open new opportunities for growth.

8. Expanding the boundaries of innovation

Big brands will expand boundaries through innovation, to open new streams of revenue. Rethinking their business models and finding new markets, such brands as Oreo and Ferrero demonstrate how creativity drives growth.

9. Development of retail media

Retail media willdominate in advertising spending, but calls remain. Marketers will insist on improving access to data, accurate media measurements and transparency, to discover the full potential of retail media, using data from first persons to improve targeting and effectiveness of campaigns.

10. Growth of Advertising in direct air

Platformsfordirectcastingare changingadvertising:it ispredicted thatby2026year20%ofretailsalesinChinacouldbecomedirectcasting.It is expected thatbrandsbothlarge,andsmall,willutilizethisformattoincreaseawareness,increasepurchaseintentionsandbuildlong-termbrand loyalty.

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