From the rising power of influencer-driven campaigns to the expanding potential of podcasts, the year ahead promises groundbreaking shifts in how brands connect with audiences. Industry leaders share their expert predictions on the role of AI and data, the future of marketing budgets, and the strategies set to shape the marcomms landscape in 2025.
Creators as the New Power Players of Commerce | Becky Owen, CMO, Billion Dollar Boy
“Creators are leveraging their influence to launch successful brands and products, giving them even more opportunities to monetize their passion. As they continue to build their audiences and IP, creators will transform into powerful entrepreneurs, disrupting traditional commerce and giving rise to new brand-consumer strategies and technological solutions
The rise of creator-founded businesses is a testament to the entrepreneurial spirit of the creator economy. This trend is not only reshaping the SME market but also empowering creators to take control of their careers and financial futures, ultimately driving the growth of the creator economy in 2025.”
Data as the Backbone of PR Strategy | Emily Reynolds Bergh, Founder, RPR Firm
“PR is becoming as much about numbers as it is about narratives. In an increasingly competitive landscape, leveraging data analytics is no longer a nice-to-have but a necessity. From measuring campaign ROI and tracking media coverage reach to predicting audience behavior and identifying emerging trends, data empowers PR professionals to make informed decisions.
For example, tools like media monitoring platforms and social listening software allow firms to assess campaign performance in real-time, enabling course corrections when needed.
Data takes the guesswork out of PR. It tells us what’s working, what’s not, and where we can improve.” RPR Firm has seen firsthand how tailoring strategies based on analytics—such as pinpointing the right audience segments or optimizing content for peak engagement times—elevates campaign performance and secures better outcomes for clients.”
Are Podcasts the New TV? | Team DKC
“More and more people are choosing to listen to podcasts, particularly those accompanied by video. Plus, November showed that podcasts seem to be the new battleground for influence. We’ve seen the presidential podcast spotlight become more powerful than ever, like Donald Trump on The Joe Rogan Experience and Kamala Harris on Call Her Daddy.”
Harnessing AI for Social | Team af&co
“AI is taking social to the next level. The strategy of using fans to crowdsource ideas (and drive brand engagement) isnʼt new—but now, brands are taking it to the next level by harnessing the power of AI to connect with their audiences in fresh ways. Companies are inviting fans to co-create through interactive campaigns by using AI to generate unique designs, personalized product concepts, and virtual experiences that bring their ideas to life in real time. This blend of social listening and AI-powered personalization gives consumers a sense of ownership, while also providing brands with valuable insights.”
Tightening Budgets | Team Inkhouse
“There’s a good chance your marketing budget isn’t growing much (if at all) in 2025. Forrester's Budget Planning Survey reveals that nearly half of B2B marketing decision-makers anticipate a meager budget increase of 1% to 4% in 2025. AdAge reported a survey that notes 36% of respondents expect no budget adjustments in the new year. Proving marketing value while facing mounting pressure to generate awareness, fill the funnel, and deliver qualified leads with limited resources is not easy. With budgets tightening, the challenge is more than how to achieve these goals; it is where to invest for maximum strategic impact to accomplish them.
ROI tracking: Advanced analytics and attribution models enable marketers to measure campaign performance accurately. Investing in the latest tools will ensure data-driven metrics back budget decisions and can showcase marketing impact to non-marketing teammates in a language they understand (e.g., numbers).
Lean into B2B tech buyer preferences: Most B2B tech buyers conduct hours of research online before entering the “funnel,” which makes placements in third-party sites (such as online publications), social media, and owned content essential. An integrated marketing approach–a mix of public relations, content marketing, and digital marketing–gives you the best shot at reaching, educating, and engaging decision-makers.”
