What Brands Need to Know for 2025

As 2025 approaches, the marketing landscape is undergoing a profound change. The brands that succeed will adapt by leveraging data and technology in strategic ways to achieve scale, efficiency, innovation, and profitability. This evolution––what we call marketing transformation--is essential for brands to stay competitive and relevant. Here are six key trends and strategies--spanning CRM, Commerce, and Media––that brands should be thinking about as they plan for the year ahead.

Modern CRM: Smarter Connections, Stronger Results

Modern CRM will be the answer to becoming truly consumer centric. It serves as the engine behind all addressable brand connections, transforming the way brands engage with consumers in a digital world. It breaks down long-held organizational silos by bringing together marketing technology, data, analytics, AI, and experience design to create personalized, relevant connections that resonate with consumers at every touchpoint––both paid and owned.

Connected Media Experiences

The media landscape has seen a sizable amount of disruption over the last 12 months, causing marketers to become nimble with their approaches to building audience led, connected media experiences. Between juggling data privacy regulation and changes in consumer behavior across all cohorts, brands need to be able to seamlessly connect media, CRM and commerce experiences through deep audience understanding and identity capability. Doing this unlocks opportunity for iterative audience planning, continuous improvement, and cross-channel optimization to business outcomes.

The Intersection of Commerce and Creators

The integration of social media and e-commerce, known as social commerce, is a growing trend; and this is particularly due to the impact of influencers and creators. Platforms like Instagram and TikTok are becoming primary shopping destinations and creators are the new storefronts. Brands that seamlessly integrate shopping experiences utilizing the power of creators across social media will capture the attention of younger, digitally native consumers. With creators becoming the new media networks, social commerce requires a strong omnichannel presence and the ability to create engaging, shoppable content that drives emotional engagement and purchase decisions.

The Evolving Role of AI in Commerce

AI has been a hot topic for several years, but in 2025 it will become a key player in the retail and commerce space. What started as mostly back-of-the-house operations such as supply chain and inventory management, has shifted to more dynamic, customer-facing applications. Businesses will begin to use AI to optimize e-commerce experiences and related email marketing, with a focus on dynamic content that is tailored in real-time to individual preferences. As AI matures, its ability to analyze customer data and adjust retailers’ strategies will drive more meaningful engagement, particularly in D2C models.

Generational Insights: Meeting the Needs of Gen Z and Gen Alpha

If your brand isn’t planning for Gen Alpha, they are already behind. This next generation, more digitally-native and socially-conscious than any before, is primed to reshape the marketplace beyond what we experienced with Gen Z. Gen Alpha is not just the “next wave” of consumers––they are the future of purchasing power and they’re watching brands closely. They demand authenticity, transparency, and brands that align with their values on sustainability and social causes. Brands that cannot cater to their preferences, such as offering seamless digital experiences or providing transparency communication, will be at risk of losing their loyalty and their future dollars.

The Power of Emotional Architecture in Integrated Brand Experiences

Brands can accelerate growth by delivering fully integrated brand experiences through the end-to-end orchestration of CRM, Media, and Commerce. This holistic approach ensures that brands meet consumers where they are, fostering relevant and meaningful connections. Through a deeper understanding of consumer emotions, brands can identify opportunities to create purposeful experiences that are memorable, drive brand affinity, and inspire customer action and loyalty. Brands that connect CRM, Media, and Commerce see accelerated results, connecting with consumers on a deeper level.

2025 will be the year of marketing transformation and brands need to be ready if they hope to achieve scale, efficiency, innovation, and profitability. By adopting an integrated approach to Modern CRM, Commerce and Media, brands can deliver distinctive, personalized, and purposeful experiences that deeply resonate with consumers. This cohesive strategy not only helps brands stand out but also build lasting customer relationships, driving sustainable growth and success in an ever-evolving marketing landscape.