In our latest podcast, we explored the latest marketing insights shaping 2025! In today’s episode, we’re diving into key trends from the State of Marketing 2025 report, which surveyed 1,400 marketers worldwide. Whether you work in B2B or B2C marketing, these insights will help you stay ahead of the competition.

 

Here’s what’s making waves in the marketing world this year:

 

AI is no longer a futuristic concept—it’s a core part of marketing strategies today. According to the report, 64% of marketers are already using AI tools, and this number is set to rise. The reason? Efficiency. AI is helping businesses automate repetitive tasks, freeing up time for strategy and creativity.

 

Real-World Example: HubSpot

HubSpot implemented an AI chatbot that now resolves 78% of customer queries without human intervention. This has improved customer satisfaction while allowing their team to focus on complex issues and innovation.

 

How to Leverage AI in Your Business:

•Start small by automating tasks like email writing and social media engagement.

•Use AI-powered tools like ChatGPT for content creation and HubSpot’s ChatSpot for customer interactions.

•Maintain authenticity by having a human review AI-generated content before publishing.

 

Video remains the most engaging content format, but short-form videos are taking the lead. The report found that short-form video delivers the highest ROI of any content type, with over 50% of marketers increasing their investment in it this year.

 

Why?

Platforms like TikTok, Instagram Reels, and YouTube Shorts make content easy to consume and share, especially among younger audiences who increasingly use social media for product discovery.

 

Success Story: A Skincare Brand’s TikTok Strategy

A skincare brand created 15-second TikTok videos answering common skincare questions. The result? A 32% increase in online sales—proving that engaging, educational content can drive real business growth.

 

How to Get Started:

•Repurpose existing content into bite-sized videos.

•Use tools like Pictory to turn blog posts into video snippets.

•Be authentic—users engage more with genuine, relatable content than polished ads.

 

With third-party cookies disappearing, businesses must rely on first-party data (information customers willingly share) to create personalised experiences. While most marketers recognise personalisation’s importance, only a small fraction feel their customers receive truly tailored experiences.

 

Case Study: Vinomofo’s Personalised Marketing

Australian wine retailer Vinomofo faced engagement challenges as they scaled. By automating SMS communications and tailoring content to customer preferences, they achieved a 21% increase in conversions.

 

How to Adapt:

•Collect first-party data through quizzes, polls, and gated content.

•Use email segmentation for personalised messaging.

•Implement AI-driven product recommendations to improve customer engagement.

 

Influencer marketing is shifting toward micro-influencers (5,000-50,000 followers). Our report shows that nearly half of marketers see the highest ROI from these smaller creators. Why? They have highly engaged audiences and feel more authentic than celebrity influencers.

 

Case Study: A Boutique Fitness Brand’s Success

A fitness brand collaborated with local trainers who had niche audiences of 5,000-10,000 followers. By creating authentic, daily-life content, they saw a 28% increase in class bookings in just two months.

 

How to Leverage Micro-Influencers:

•Partner with influencers whose values align with your brand.

•Focus on engagement and conversions, not just follower count.

•Allow influencers creative freedom to connect with their audience authentically.

 

Consumers are looking for trusted experts rather than just ads. In 2025, businesses that establish internal thought leaders will stand out. Whether through blogs, videos, or webinars, sharing expertise helps build credibility and brand authority.

How to Foster Thought Leadership in Your Business:

 

•Identify team members with storytelling skills and encourage them to share insights.

•Provide training and templates to make content creation easier.

•Invest in consistent publishing—whether on LinkedIn, your blog, or video platforms.

 

As we move through 2025, the marketing landscape continues to evolve rapidly. To stay ahead, focus on:

Embracing AI for efficiency.

Investing in short-form video for maximum engagement.

Prioritising first-party data to personalise customer experiences.

Leveraging micro-influencers for authentic connections.

Developing internal thought leadership to establish credibility.

 

By balancing technology with human creativity, your business can thrive in the year ahead.

Enjoyed these insights? Don’t forget to subscribe to our podcast and follow Lustosa Marketing for more expert tips!

 

Prefer to listen | watch the video? https://youtu.be/YEX8CdqxC7Q