Marketers on the frontlines of today’s fast-changing industry are constantly balancing the interplay of earned, owned, and paid media. As new challenges and opportunities emerge, NINICO Communications highlights the strategies driving success this year and the forward-thinking approaches brands must embrace to stay ahead in a shifting marketplace. Read key insights from the team below, and click here for the full 2025 report.
“With businesses facing increased competition, shifting consumer behaviors, and the relentless pace of technological change, marketers are being called upon to rethink their strategies,” says Sarah Farrant, vice president at NINICO Communications. “In today’s marketplace, the key to standing out lies not just in mastering emerging trends but in creating genuine connections with audiences across every touchpoint. At NINICO, we’ve connected with industry leaders to better understand the challenges and opportunities shaping the field. Our 2025 State of MarCom Report reveals a clear message: success in this dynamic environment hinges on adaptability, authenticity and a strategic blend of earned, owned, and paid media.”
The Role of Earned Media
The most important earned media objectives:
The biggest earned media challenges identified by respondents:
The Role of Owned Media
The most important owned media objectives identified by respondents:
Owned media challenges:
80% of respondents identified social media as a challenge, with specific concerns including:
Insights & Predictions
Over 50% of respondents cited AI as the chief trend to watch for this year. Other notable trends include:
Advice from fellow business leaders:
