Top Marketing Trends to Watch in 2025
- 75% of consumers are more likely to purchase from brands that deliver personalised content.
- Increased integration of artificial intelligence for hyper-personalisation and predictive analytics.
- Podcasts Become a Mainstream B2B Marketing Channel- Searches for "Spotify Podcasts" are up 7,400% in 5 years.
- hyper-personalised micro-content in B2B marketing (Marketing Trends, 2025)
Top Marketing Trends to Watch in 2025
At Sprague Gibbons, we’re constantly looking ahead to help our clients stay competitive, relevant, and visible. As 2025 unfolds, the marketing landscape continues to shift at pace, driven by smarter tech and changing consumer behaviour.
Here are four trends we’re watching closely, and actively helping clients put into practice:
1. Personalisation Is a Necessity
Consumers want experiences that feel made for them. In fact, 75% of people are more likely to buy from brands that deliver personalised content. That might mean tailored website journeys, segmented email campaigns, or unique messaging based on customer behaviour.
At Sprague Gibbons, we’ve been helping businesses integrate this kind of personalisation into their marketing across all forms.
2. AI Is Fuelling Hyper-Personalised Marketing
AI is doing more than streamlining processes, it’s powering smarter, more accurate targeting. In 2025, we’re seeing a rise in AI-driven hyper-personalisation and predictive analytics, allowing brands to speak to the right person at exactly the right moment.
Whether it’s campaign automation or insight-led content, we’re already using these tools with clients to enhance both relevance and ROI, without sacrificing authenticity which is key to a stable relationship with AI.
3. Podcasts Are a Serious Player in B2B Marketing
Once considered niche, podcasts have now gone mainstream. Searches for "Spotify Podcasts" are up a massive 7,400% in five years, and B2B businesses are increasingly seeing the value in audio storytelling.
If you’ve got knowledge to share or want to build credibility in your space, launching or contributing to a podcast can be a powerful brand-building move.
4. B2B Micro-Content Gets More Personal, and More Powerful
B2B doesn’t mean boring. One of the biggest shifts we’re seeing is the rise of hyper-personalised micro-content, bite-sized videos, infographics, and carousels tailored to specific industries or job roles.
Short-form content is ideal for platforms like LinkedIn, and we’re helping clients use it to stay top of mind with busy decision-makers. It’s all about cutting through the noise with content that’s sharp, relevant, and easy to digest.
Final Thought
Marketing in 2025 is all about relevance. Whether through smarter data, new channels, or faster formats, brands need to connect more meaningfully with their audiences, and that’s where we come in.
At Sprague Gibbons, we combine creative thinking with strategic insight to help ambitious businesses across the South West (and beyond) harness these trends and turn them into real results.
Ready to explore what these trends could look like in practice for your business? Let’s talk.