Welcome to 2025! We have robots all around us, they just don’t look like the way I imagined them when we were drawing the future in elementary school. Technology and human needs are merging, and with it come many new opportunities and considerations. It’s time to keep your head cool and your heart warm.
Here are the most important trends to keep an eye on:
1. AI Tools Take Off
This one is obvious. Artificial intelligence (AI) is entering the workplace, and we are increasingly using AI-based tools. In 2025, we will see AI integrated into everything from content production to customer service. Tools like ChatGPT and DALL-E will revolutionize content creation, while advanced analytics platforms will make it possible to predict customer behavior with impressive precision.
Companies are indeed taking notice. According to BlueTree, 83% of businesses now see AI as a top priority in their strategies.
Tips:
- Create a good routine for how you work with AI tools. For example, I often use ChatGPT for brainstorming, proofreading, QA and feedback. I also use it to write impersonal texts like step-by-step recipes, but have become very careful about “delegating” blogs and newsletters. DALL-E and other image tools can be good to use for images and illustrations sometimes.
- Explore AI-powered tools that can help automate, optimize, and distribute. I think that everything in the processes can be streamlined except the content itself. But it’s not about using the most tools, it’s about having a good and efficient process.
2. The Personalization of the Internet
We are moving towards a more personalized internet experience. Here’s an interesting stat: 80% of consumers are more likely to purchase from a brand that delivers a personalized experience.
Consumers expect tailored solutions that reflect their interests and needs. Companies are becoming less anonymous, and communication is shifting from companies to individuals.
You can already see it on LinkedIn. Companies are highlighting people within the company who act as ambassadors for the company. We have already worked with several clients to create “mini-influencers” within the company. This is far more effective than communicating from the company profile, because we humans would rather talk to other people than companies.
Websites are evolving to talk person-to-person, they are no longer the anonymous sales posters for the company they once were.
We have gone from googling something, i.e., relating to the Internet as a reference book, to asking ChatGPT, i.e., relating to the Internet as if it were a conversation partner.
What can you do?
- Know who your audience is. If you don’t have a clear niche, now is the time to make a choice. You can’t be personal if you don’t know who you’re talking to.
- Once you know who you’re talking to, there are a lot of technologies that can help with segmentation.
- Instead of just sharing content from your company’s LinkedIn profile, select a few employees to be “influencers” on behalf of the company. It’s becoming more and more person-to-person. This is something we’re working on with several clients, and we have clients who have booked big sales deals on LinkedIn.
3. Video Takes Over
It has been predicted for several years that video will take over the internet, and this is a trend that will intensify into 2025. 92% of marketers say that video content delivers the highest ROI compared to other formats.
LinkedIn has already started testing and rolling out its video feed, which is similar to TikTok, in selected regions. The feature was first introduced in tests in 2024 and is now gradually available in several areas, including Europe.
This means that video will become an even more important part of both B2B and B2C marketing.
How do we leverage this?
- Experiment with various formats, from short TikTok-style videos to educational webinars. On the subject of webinars, did you know that 73% of marketers consider webinars as the best method for getting quality leads?
- Make it easy to record videos. For example, you can invest in a video tripod and a quality camera that stands in a fixed video hook. So that you can easily go there and record a short video. Mobile cameras have also become so good that they can be used. If you are going for a mobile phone, we have seven tips for filming with a phone camera.
Here’s a funny story. I tested an AI tool and uploaded a video of myself speaking Norwegian, a script in Norwegian, and selected “generate video in Norwegian”. But it ended up in Danish, with some strange facial expressions and body language. Watch it for yourself below. The point is: I definitely recommend using more video. But I recommend recording video of a funny living person, playing themselves, to connect more with your audience.
4. Authenticity and Storytelling
While technology continues to evolve, audiences still value authenticity. Stories that evoke emotion and provide value will always have a place in marketing.
And it’s becoming even more important. 79% of marketers say that generating an emotional response is the most necessary element of storytelling.
Tips for success:
- Build narratives around your brand that connect audiences to your core values.
- Use platforms like LinkedIn and Instagram to share genuine moments from your company.
5. Sustainability and Social Responsibility
Sustainability is a topic in the world and in business. Generation Z is extra focused on values, and how companies contribute to a better world. According to a recent survey, 73% of Gen Z consumers are willing to pay more for sustainable products. Also, 88% of consumers go for brands that help them become more environmentally friendly and ethical in their daily lives.
So standing for something, having clear values, in addition to always striving for profitability, is “in the moment”. In a world of algorithms and automation, we must remember to hold on to our values and be able to lift our heads to see that we are contributing to the world moving in the right direction.
Practical actions:
- Integrate sustainability into your marketing by showcasing concrete actions.
- Communicate your efforts openly and transparently to build trust.
Ready for the Future?
Use AI, but not indiscriminately. Go for video. At the same time, remember the importance of honesty, storytelling, and social responsibility to build strong relationships with your audience.
What is your strategy for 2025? Feel free to share your thoughts and questions.
