With the advancement of technologies and the sophistication of digital tools, 2024 consolidated marketing practices marked by creative campaigns and innovative strategies. As brands become more reliant on data and artificial intelligence to connect with consumers, personalization has gained unprecedented prominence. However, with this new power also comes great responsibility.
Marketing in 2025 will require a more ethical and transparent approach, with brands concerned not only with data accuracy, but also with the way these data are managed and used. The next year promises to be a milestone in the evolution of more human and conscious marketing practices.
Brands will need to connect more deeply with consumers, offering authentic experiences that respect your privacy. Furthermore, the use of e-commerce platforms as communication channels will be essential to win over the audience at the moment of the purchasing decision, while creating content that brings real value to consumers will become increasingly crucial for building a relationship of trust. Check out what the marketing trends for the next year are
1. Ethical personalization
For the CEO of All Set, Leopoldo Jeiressati, marketing is no longer limited to demographic data. The analysis now involves deeply understanding the emotional and behavioral needs of consumers. Brands face the challenge of connecting in a genuine way, but this is only possible when there is responsible management of the collected data, highlights the executive. With the increasing use of artificial intelligence, brands have access to a vast amount of information, but it is essential to respect the privacy and consent of the consumer. Sensitive data, such information about intimate health or pregnancy tests, require careful and transparent treatment.
2. Retail media as a strategic channel
Another big bet for 2025 is retail media, that is consolidating as a powerful channel for brands to connect directly with consumers at the moment of purchase decision. E-commerce platforms, like Mercado Ads, have become strategic branding channels, and all set, pioneering in the in-house model in Brazil, has helped brands like Mercado Ads and Pepsico to explore these platforms.
According to research by eMarketer, investment in retail media is expected to grow 30% in 2025. "This trend offers a great opportunity for brands to connect with consumers in a more assertive and personalized way", explain Jeiressati, highlighting the importance of transparency in the use of data during this process.
3. Use of smarter content
Marketing is also advancing towards the creation of smarter content, that adapt to consumer preferences and needs in a more dynamic way. The focus is on developing content that is not only personalized, but also more relevant and less invasive, making better use of data to create communication that makes sense and generates real value.
This movement aligns with a growing desire among consumers for a more authentic and meaningful experience. The future of marketing will depend on the ability of brands to use data to create content that adds value, respecting consumers' choices and privacy, concludes Jeiressati.
All Set, with its innovative approach and the in-house model, is positioned as a reference in data management and ethical personalization. With consumers increasingly aware of corporate practices, 2025 promises to be a decisive year for brands seeking to balance technological innovation and social responsibility, achieving financial results combined with a positive impact on society.
