2025 MarTech: smarter, simpler, and more personalized?
We met trends that, according to 谷歌 , will shape the market in 2025 [link]. Is this the future, or already today's reality? What directions will define the marketing and tech industries next year?
2025 will be the resurgence of the marketing mix model. Amid media fragmentation and privacy shifts, modern marketing mix models must adapt to a cookie-free world with vast, scattered data, providing more detailed and accessible performance analysis across various channels. This challenge is already evident, as seen with Haelon, who understands that even though the Consumer Health Care industry still heavily relies on brick-and-mortar sales, its customers primarily engage online, where most advertising messages reach them. Haleon's team has noted the growing impact of digital channels on sales results, while recognizing a gap in real-time tracking of how online investments affect offline activities. Salestube utilized sMMMart AI - a tool built on the Google Cloud ecosystem, powered by Google's AI - to enable Haleon conducting automated, real-time data modeling by delivering up-to-date (even daily) media spend recommendations for platforms like Meta, SEM, Programmatic, Display, TV, Radio, and more, all in one dashboard. This tool also provides performance predictions thanks to AI mode, whose role in 2025 will increasingly resemble a "Chief Simplifier Officer", automating complex processes and easing decision-making, allowing marketers to focus on strategy and creativity.
For Haleon, combining modern MMM with AI resulted in a 30% overall increase in ROI, with up to a 137% boost for the most underestimated channels.?[link]
AI as a "Simplifier Officer" is also thriving on Google's DV360 platform. The Enhanced Automation feature allows AI to learn from multiple independent campaigns, significantly shortening and simplifying the campaign optimization process? [link]. Meanwhile, Audience Persona uses AI to select the most relevant target groups based on psychographic persona descriptions. This solution is still experimental, but we already discovered it as a significant potential for optimizing display and video campaigns [link].?
2025 is poised to be a year of Mindful Marketing. Both consumers and marketers are overwhelmed by choices, content, and data. As customer awareness and legal changes grow, cookie-less marketing and first-party data will become the foundation of strategies. Mindful marketing aims to be the antidote to decision distress. We implemented this strategic approach with Sklepy Komfort S.A. , who was facing inventory aging issues for lower-selling products, leading to inventory costs and supply chain challenges. Using AI-powered Performance Max campaigns, we created the best connections with the most relevant customers, delivering personalized, real-time ads. This allowed us to connect with customers along more complex journeys, promoting low-selling products and turning them into bestsellers by meeting highly specific purchasing needs without overwhelming customers with the full product range, achieving perfect personalization instead. [link]
Shoppable video and App marketing will drive marketing in ‘25. Features like Instagram Shopping or TikTok Shopping already enable tagging products directly in videos, allowing users to view product pages and make purchases without leaving the app. YouTube and Amazon have introduced "Live Shopping," enabling purchases of products shown during live broadcasts. Tools such as Clickable.tv, Cinematique, and Google's experimental Shoploop are gaining popularity, allowing for personalized video experiences suggesting products based on user behavior and enabling direct in-app purchases.?
Social media videos actually sell! In the video campaign we produced this year on TikTok for Orange , we achieved an almost 110% increase in conversions thanks to carefully selected creation, campaign types and platform. [link] That's why already today, brands need to pay particularly close attention to their video campaigns, but also the interfaces and usability of their mobile apps. For Med24, after conducting an app audit, we simplified the registration process in the app, which alone resulted in a 57% increase in the conversion rate from installation to registration. [link] This demonstrates how crucial it is, in light of the growing trend of e-commerce evolving into m-commerce, to dedicate sufficient attention to mobile apps.
Will 2025 be the year of m-commerce? Highly likely. Statista forecasts that global m-commerce sales will reach $2.5 trillion in 2024, representing a 16% increase from 2023. Analysts predict further growth, estimating that the m-commerce market will reach $3.4 trillion by 2027.
As we approach 2025, the convergence of AI, mindful marketing, and m-commerce is reshaping how businesses connect with consumers. The key to success lies in embracing innovation, leveraging data-driven insights, and focusing on meaningful interactions. The future of marketing is already here.