Integrated Marketing Communication Trends 2025
This time, I was eager to ask AI to summarise the trends. I confess - I even tried, but I concluded that true depth still requires a human touch. Yes, AI is a good stepping stone, a bank of ideas, however, deeper analysis remains reliant on human resources.
So what good is in store for 2025? It promises to be exciting. Rapid technological developments, changing consumer preferences and increasing competition are forcing companies to adapt and find new, interactive ways to acquire and retain customers.
#1 Artificial intelligence-driven strategies and hyper-personalization, namely, each customer is special
AI-driven strategies continue to thrive. New tools are appearing every day, and I must say they are of high quality - more powerful, more advanced. AI is great at predicting customer behaviour, providing personalised experiences, assisting in various automation processes and invaluably helping merchants work smarter and with less effort. The number of tools is expected to increase significantly.
Increasing importance is being given to the individual needs and wishes of customers, which AI tools help to analyse and achieve by offering specific, personalised recommendations and emails, dynamic pricing models, i.e. the price is adapted to the customer's past behaviour and real-time data. Artificial intelligence enables data-driven decision-making. Examples include chatbots or automated customer service, personalised advertising tailored to the interests of each user in real time. AI can help create different content, such as articles or images.
PR campaigns also promise to be even more personalised and data-driven. Thanks to artificial intelligence, it is becoming easier to analyse consumer behaviour, demographics, etc., making communication highly targeted. Generalisation loses its effectiveness and campaigns are tailored to specific people. This also means transforming PR closer to the individual, while trying to reach the masses. By using data to understand consumer preferences and concerns, companies can create content that resonates more deeply, thereby increasing engagement and brand loyalty.
Read more: here
#2 Continuous growth of short videos
Almost 90% of consumers say (source: https://blog.hubspot.com/marketing/how-video-consumption-is-changing) that they want to see more videos in brand communications. The popularity of short videos on TikTok, Instagram and YouTube are predicted by industry professionals to continue to dominate digital marketing in the upcoming year, with split-second, short, engaging brand content appealing particularly to younger consumers. Overall, video will continue to dominate. In 2025, companies will need to invest even more in video marketing to reach their target audiences and get their message across in short stories, live video and interactive video, allowing viewers to engage and influence the story.
Read more: here
#3 Influencer marketing: micro and nano approaches are more valuable. Employees as an important part of this marketing
Influencer marketing has shifted its emphasis from followers to genuine, lasting partnerships.
In recent years, micro and nano influencers (those with a smaller but highly engaged audience) have become more valuable than macro influencers (those with more than 500 000 followers on the platform). This trend is expected to persist as consumers place increasing importance on brand authenticity and trust. Working with influencers whose values align with the brand will lead to greater engagement and brand loyalty.
Since employees are key brand ambassadors and are considered part of influencer marketing, they are expected to play an important role in building the company's reputation. As internal culture becomes more visible, PR specialists will need to focus on programmes aimed at protecting employee interests. Encouraging them to share their positive experiences and promoting the company's values on social media can be a powerful way to improve brand perception. PR teams will work more closely with HR and internal communication departments to ensure that employees feel engaged and empowered to act as brand ambassadors.
#4 Integrated loyalty programmes in multi-channel marketing - relationship selling
As customers choose different channels to communicate with companies, it is important to have unified but not identical communication across all channels, including in-store. However, it is also important to ensure that loyalty programmes are unified across channels. Whether it's the ability to collect points, save a discount or earn bonuses, it needs to work uniformly across all channels and you need to think about how to combine them in a smart way. Attention should be paid to the fact that customers may want to start a purchase in one channel and finish it in another, with the same conditions. More important: social media is like a new web, especially for the younger generation.
Marketing specialists will work to retain loyal customers and attract new ones by clearly highlighting the value of the product or service, as well as the added value. Just remember that the values that an existing loyal customer is looking for may be different from those that a new customer is looking for. So, when it comes to working with customers, relationships will be important - in other words, relationship selling.
Read more: here
#5 Augmented and virtual reality marketing in design
It is expected that in 2025 more and more companies will try to win customers in creative ways, including through augmented and virtual reality, thereby driving sales. As the use of these technologies proliferates, their integration into design is also becoming more apparent, creating more immersive brand experiences by providing users with interactive content that blurs the line between the physical and digital worlds. For example, augmented reality can enhance printed materials, packaging or even a logo, allowing users to see new layers of content on their device. Companies that incorporate augmented and virtual reality into their design strategy will be ahead of competitors that do not. More on design trends: here
#6 Soundless advertising
Brands sound a lot, but it means that the ads have irritated people in a way that makes them stop watching the ads. Video content trends show that 78% of consumers (source: here) who are close to a conversion or have been influenced by an ad to take action will prefer ads without sound and the most effective ads will be those that capture the viewer's attention without a soundtrack. For this reason, special attention must be paid to the visual content, and the use of subtitles is, admittedly, a must. This does not mean that sound will disappear from advertisements. People still go to shops and read printed books. However, ads without sound are a good way to get attention unexpectedly, differently, even for a moment.
#7 Integrating marketing into the gaming industry
This is one of the hottest marketing trends and experts estimate that it will only increase. It's a way to get a very interested audience, especially young people, and it makes marketing seem more natural and part of the game. This means finding ways to work with game developers.
#8 Brand authenticity and integrity are still relevant and essential
Content that is too polished loses its appeal as consumers look for genuine and comparable brands. What works is that companies are transparent about their values and mission, they talk about their difficulties and challenges, they admit mistakes and they are honest.
Authenticity and transparency will prevail as core values in communication. Consumers in 2025 will be more discerning than ever, demanding authenticity and transparency. PR specialists will need to ensure that messages reflect a brand's true values and intentions, avoiding corporate jargon and falsity. Authentic stories will be essential, as brands that can show the human side will stand out in a crowded marketplace. Transparency on sustainability, social responsibility and corporate governance will be essential as consumers expect companies to align their actions with their values.
#9 Real-time engagement and feedback management
Consumers expect companies to respond quickly and honestly to their questions and feedback. This means being present and available to engage in conversations, whether it's a comment on social media or a direct request from a customer. Real-time engagement will become an essential and effective part of a social media strategy. Consequently, customer feedback will need to be prioritized and acted upon with greater diligence. It should be noted that responsiveness applies to both positive and negative feedback.
#10 The dominance of advertising on e-commerce platforms
Global e-commerce is expected to generate huge revenues by 2029. Companies will need to invest to optimise their ad spend on platforms not only for paid search but also for product placement that integrates seamlessly into the browsing experience. Enhanced listings with vivid images and compelling descriptions are becoming an essential tool for those vying for a prime position on digital shelves.
#11 Sustainability
Consumers are increasingly choosing brands that are in line with their values, especially when it comes to sustainability. Those that integrate sustainability into their marketing activities, highlighting their green initiatives and demonstrating their commitment to social responsibility will have a particular advantage. These brands can resonate more deeply with consumers who prioritise ethics when deciding to make a purchase. Sustainability is closely linked to the supply of environmentally friendly goods and services, and a significant increase in ethical consumption is forecast.
Sustainability will also become a central theme in PR campaigns. Those companies that demonstrate a commitment to environmental responsibility will resonate well with consumers, investors and the media. PR specialists will be asked to create stories about how the company is reducing its carbon footprint, promoting sustainable practices and a greener future. False or exaggerated claims about sustainability (greenwashing) will receive significant backlash.
#12 Voice search
Those consumers who use voice search are mostly in the conversion stage of the marketing funnel. This means that adding conversational keywords to your content and focusing on how people talk, not just how they type, can pay off. The need to reorient will be mainly due to artificial intelligence tools.
#13 The role of content marketing and the growth of social media (excluding Facebook)
Good content will continue to be one of the key marketing tools. Companies will need to create valuable and interesting content that engages and retains the target audience by creating blogs, podcasts, e-books with in-depth information about what they offer.
PR content is dominated by a humanised approach, as audiences yearn for authentic interactions with brands. Moreover, the two-way communication offered by some platforms is perfectly suited to elicit the kind of responses that will lead to improved campaigns. Read more: here
Facebook is indeed being used less and less, and the data confirms the decline in interest of Generation Z as it moves to platforms such as Instagram and TikTok. Other channels offer similar activities, such as short video stories. Therefore, one trend to look out for could be a decline in the use of Facebook for PR and social media marketing, even if the rate is still higher than competitors. Sites X, LinkedIn and TikTok will continue to be important players. These platforms are useful for demonstrating thought leadership and building relationships with both media and customers.
#14 Brands that align marketing with customer values will succeed
With the price burden of everyday goods, consumers compare prices more than ever before and shop by checking the prices, putting brand values and loyalty at risk. Price sensitivity is expected to continue in the new year. Consumers are expected to switch brands frequently and this threatens customer loyalty. To counter this, companies need to make sure they understand their audiences so that they can communicate their values effectively.
#15 SEO not just in marketing, but also in PR. The line between them is blurred
The convergence of PR and SEO is a trend that has been observed for years, but it will be an important part of any PR strategy in the upcoming year. Search engine visibility is vital for companies and PR specialists will need to understand how the activities generated can boost a brand's online presence. The main focus will be on content that not only engages audiences but also ranks well in search engines. This means understanding keyword optimisation, receiving feedback and building relationships with online influencers and media to drive natural traffic. The PR and SEO teams will continue to work closely together.
Public relations is expected to become even more integrated into other business functions, especially marketing, which means that:
PR strategy is more aligned with overall business objectives;
collaborative campaigns cover PR, marketing, sales and customer experience;
have unified brand stories across all channels and touch points;
PR specialists play a broader, strategic role.
Read more here
#16 Crisis communication gets more complex
The rapid spread of information on social media and other digital platforms makes crisis management more complex than ever. In the future, PR specialists need to be skilled enough to deal with crises in real time. The need for fast, transparent and effective communication will only increase as news and misinformation can spread around the world in a matter of minutes. Companies will need to prepare by developing detailed, flexible crisis communication plans that can be implemented immediately. Speed, compassion and clarity in crisis management will be the cornerstones of a successful strategy.
In an era when a single social media post can trigger a global crisis, effective crisis management will be more important than ever. It will require more sophisticated real-time monitoring tools to detect potential crises early. It will require pre-prepared protocols (based on possible predictions, crisis scenarios) for rapid response on social media. Greater emphasis is expected on proactive reputation management and the integration of crisis simulation technologies for better preparedness.
#17 Strengthening the position of integrated marketing communications
Overall, I am delighted that the strategic use of integrated marketing communications and a holistic approach to brand communications is growing every year.
What are the advantages of such communication? In particular, it is consistent messaging: an integrated approach ensures that all communications, whether used in PR or digital marketing, deliver a consistent message. This strengthens brand identity and builds audience trust, making it easier to connect with the company. It improves reach and visibility: by combining PR and digital marketing activities, companies can reach a larger audience. Campaigns can achieve media coverage and this introduces the brand to new audiences, while the digital marketing strategy reinforces these messages across multiple online channels. Another advantage is improved engagement: a coherent strategy integrating PR and digital marketing can boost engagement. Imagine how a PR-generated story that ends up in a major publication can be shared on social media, creating discussions or interactions that deepen the connection with the audience.
An integrated approach allows resources to be used more efficiently, as PR and digital marketing work together to achieve common goals. This collaboration can lead to more effective campaigns that deliver better results, ultimately improving return on investment. Read more here
This year, the JDP Integrated Communications team has also delivered high-profile and quieter projects in various fields, and our unique leading-motive is still "expert, scientist and researcher". We are proud of this, as each project is handled by highly qualified specialists with a wealth of knowledge and experience. We and our customers like to say: "Small agency with big projects." As we have quadrupled both the number of customers and our turnover this year, I would say that "small" should be replaced by "medium".
Thank you to our customers and partners for your trust! We love what we do and will continue to create deep content in the Agency's communication channels in 2025.
The main motif: "Following your customer's footsteps."
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Podcast "Kādā sakarā?!"
Podcast "What the heck?!"
Sincerely,
Jolanta Derkevica-Pilskunga, PhD
30.12.2024.
Read more:
https://www.deloittedigital.com/nl/en/insights/perspective/marketing-trends-2025.html
https://hbr.org/2024/06/the-new-rules-of-marketing-across-channels
https://foundeast.com/article/global-pr-trends-to-look-for-in-2025/
https://pr24x7.com/public-relation/the-future-of-public-relations-a-2025-outlook/
https://wizikey.com/blog/5-major-trends-reshaping-pr-in-2025
https://prlab.co/blog/pr-trends-2025/
https://www.startus-insights.com/innovators-guide/media-industry-trends-innovation/
https://www.belysse.com/en/blog/future-of-interior-design-trend-report-2025
https://taurusmarketing.com.au/top-public-relations-strategies-to-boost-your-brand-in-2025/
https://www.smartinsights.com/digital-marketing-strategy/digital-marketing-trends-2025/
https://determ.com/blog/pr-trends/
https://determ.com/blog/social-media-trends/
https://www.kantar.com/campaigns/marketing-trends
https://scion-social.com/blog/the-future-is-here-exploring-the-content-marketing-tech-revolution/
https://bernardmarr.com/2025s-tech-forecast-the-consumer-innovations-that-will-matter-most/
https://boksi.com/blog/influencer-marketing-trends
https://www.creativeboom.com/features/how-creative-leaders-are-preparing-for-2025/
https://www.reflectdigital.co.uk/blog/top-digital-pr-trends-to-watch-in-2025