Top 10 marketing trends in 2025

By Jason Edge, Betterment Agency.

As we leap into 2025, the marketing landscape continues to evolve at a rapid pace. With technological advancements and shifting consumer behaviours, Sussex businesses must stay ahead of the curve to remain competitive. In this article, we’ll explore what I believe will be the top marketing trends for 2025.

1. Hybrid experiences

In 2025, the line between physical and digital experiences will blur even further. UK brands will increasingly offer hybrid experiences that seamlessly blend online and offline interactions, providing customers with more flexible and inclusive engagement opportunities. For example, John Lewis has begun incorporating augmented reality (AR) tools to enhance online shopping experiences, while Pret A Manger’s app integrates digital ordering with in-store collection. These hybrid approaches cater to diverse preferences, boosting customer satisfaction and loyalty.

2. Conversational marketing

The use of chatbots, voice assistants and automated customer service solutions will become more prevalent among UK businesses. Real-time engagement through conversational marketing enables businesses to provide instant support and personalised recommendations, leading to improved customer experiences. Cost-effective tools such as Tidio, Drift, or Freshchat are particularly beneficial for small businesses looking to adopt conversational marketing without significant investment. Additionally, these tools allow businesses to gather valuable insights into customer preferences, which can inform more targeted marketing strategies.

3. Social commerce

Social media platforms are evolving into major marketplaces, and this trend is evident in the UK’s adoption of social commerce. Platforms like Instagram and TikTok allow consumers to make purchases directly through posts and live streams. For instance, brands like ASOS have embraced social commerce by integrating shopping features into their social media strategies. UK businesses must develop effective social commerce strategies to tap into this growing sales channel, leveraging tools like Facebook Shops and live-stream events to showcase products and drive conversions.

4. Data privacy and transparency

With increasing concerns about data privacy, UK businesses must be transparent about their data collection and usage practices. Compliance with regulations such as the General Data Protection Regulation (GDPR) is not only a legal necessity but also a way to build trust and loyalty among customers. Companies that prioritise ethical marketing practices and clearly communicate their efforts will stand out. For example, businesses can implement user-friendly privacy policies and opt-in mechanisms to demonstrate their commitment to data protection.

5. Sustainability marketing

UK consumers are placing greater emphasis on eco-friendly practices, pushing businesses to adopt sustainability-focused strategies. Brands that align with these values — such as Lush, known for its sustainable packaging and ethical sourcing — can attract environmentally conscious customers. Incorporating sustainability into business strategies — whether by reducing carbon footprints, using recyclable materials, or supporting green initiatives — can help UK businesses resonate with their audiences while positively impacting the planet. For those that deal more B2B, environmental credentials like B Corp can provide key differentiators on tenders and pitches.

6. Influencer marketing evolution

The focus of influencer marketing in the UK is shifting towards micro and nano influencers with niche, highly engaged followings. Collaborating with these influencers offers businesses targeted and authentic marketing opportunities. For example, a local bakery might partner with a Sussex-based food blogger to promote their offerings. Smaller influencers often foster stronger connections with their audiences, making their endorsements more impactful and cost-effective.

7. Interactive video content

Interactive video content, such as polls, quizzes and choice-based narratives, is gaining traction in the UK. This trend enables brands to create engaging and immersive experiences that boost viewer interaction and retention. For instance, a fitness brand might produce interactive workout videos allowing viewers to tailor exercises to their preferences. Such content not only enhances engagement but also builds stronger connections with audiences.

8. Hyperlocal marketing

Advancements in AI and geolocation technology are enabling UK businesses to execute hyper-targeted marketing campaigns. Hyperlocal marketing allows brands to reach specific audiences with personalised messages. For example, a local pub might use geolocation data to send exclusive discounts to nearby customers during quieter hours. These campaigns can drive foot traffic and increase local customer loyalty.

9. Omnichannel-multichannel shopping

The convergence of online, mobile, and in-store shopping experiences is becoming increasingly seamless in the UK. Businesses that excel in providing integrated omnichannel experiences will stand out in the competitive market. For instance, a customer might explore products on Argos’s mobile app, reserve an item online, and collect it in-store — all through a unified system. Ensuring consistency across all touchpoints is key to enhancing customer satisfaction.

10. AI-driven customer insights

AI-powered tools are transforming how UK businesses analyse customer behaviours and predict trends. Platforms such as Google Analytics, HubSpot and Zoho CRM offer affordable options for small to medium-sized enterprises. By leveraging these tools, businesses can make data-driven decisions, tailor their marketing strategies and stay ahead of competitors. AI’s ability to uncover actionable insights ensures that businesses can better understand and anticipate customer needs.

Conclusion

These marketing trends for 2025 highlight the ongoing innovation required to meet changing consumer expectations. By embracing some of these trends, businesses can enhance customer engagement, build trust, and drive growth in an increasingly dynamic market. From hybrid experiences to sustainability marketing, each trend offers unique opportunities. Those willing to adapt and innovate as part of their marketing strategy will undoubtedly benefit the most in the coming year.

www.bettermentagency.co.uk