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The Duct Tape Marketing Podcast
5 Marketing Trends That Will Disrupt 2025 (And How to Stay Ahead)
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Unknown Speaker
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Jon Chance
Welcome to another episode of the Duct Tape marketing podcast. This is Jon Chance and guess what? Just me, no guests today I'm doing a solo show. You know, 2024 is getting ready to wrap up depending upon when you're listening to this. So I thought I would do my predictions for or marketing disruption in 2025 and no shock, I'm going to actually give you five of them. And no shock, a lot of them have to do with AI. That's just where we are at this point in time. So I'm going to talk a little bit about what I think marketers, marketing consultants, marketing agencies, you as a marketer for your organization need to be aware of number one, I'm calling this hyper personalization powered by generative AI. There are a heck of a lot of tools out there now that are helping us get better at segmenting rather than just like market segments, but actually all the way down to individual segments. So you know, AI is going to give us the ability to create one to one campaigns really at scale. And I think that it's going to be a huge differentiator because customers, I think we're just going to demand, you know, once the market starts doing things and people experiencing, start experiencing them, we start demanding, hey, I want that experience. And I think generic messaging is really going to make you fall behind. So you're going to need to adopt some AI tools that offer or help you offer this idea of hyper personalization. You know, frankly a lot of the CRM tools, HubSpot, ActiveCampaign, you know, allow you to personalize email campaigns. You combine that with a segmenting tool, a customer data platform will really then allow you to go deeper and deeper. Do that kind of almost one on one personalization. Start small, you don't have to go crazy. But I think you need to start really businesses at all levels need to start thinking that way. You know, beyond the CRM or the marketing platforms to really getting into start saying okay, our newsletter. Do we have the ability to start sending instead of one newsletter that everybody gets a hundred newsletters that really understand who they're sending to and replace content. That's what we're going to start seeing. You know, eventually we'll start seeing websites. You know, you revisit our website and depending upon what I know about you or, or dependent upon, you know, the pages you look at, you might actually start seeing personalized content. That's the world that I think is coming. It's, it actually it's happening. We just don't even realize it, if people are doing it well. All right, number two, decentralized communities on, you know, places like Reddit. And of course, everybody's talking about Blue sky right now is a new one. I think you're starting, you, you are going to see consumers moving to some of these platforms that, you know, they're a little ad light experiences. I think people are getting, you know, really distrust with the traditional social networks that have become politicized and have, you know, been just cramming ads down our throats and selling data and whatnot. So I think you're just going to see people, consumers moving to some of these new platforms. So consequently, you're going to see brands moving to them. And I think this idea of nurturing smaller communities is probably going to be something that starts happening again. Starting small, set up, you know, at least presence on, you know, places like Reddit, Blue Sky. I don't know if you've done a search on Google lately. You know, we're starting to see all kinds of Reddit content come into the, the search results. And so participating in at least understanding what's going on in those places, I think is going to matter. And I'm not even talking about some of, you know, those are public places, but, you know, some of the private, like if you don't belong to a discord community, you know, it's not being surfaced in search and you wouldn't know what's going on there. So I think you're going to see a lot more of that. Using tools like BuzzSumo and Brandwatch, you know, to really monitor discussions that are happening in some of these places, I think is, you know, whether it's your brand or it's, it's related to the products and services that you sell. I think understanding how and where people are having these conversations and the fact that they are going to be in a lot of places that maybe you're not today. And I'm not necessarily suggesting this idea that, oh, you need to sign up for every new thing that comes along. I think it's more understanding the trend that consumers are moving to some of those and moving away from, you know, really listening to a lot of the traditional platforms. All right, another one with AI directly in the title. Number three, generative AI led creative production. You know, everybody talks about content and certainly we're getting there to where content production using these AI tools has become very effective. I think the next obvious thing is the creative assets. So make them faster, cheaper, you know, more accessible. It really levels the playing field. I Think to be able to have graphics, to be able to create videos, I think it's going to, we are going to continue. I could make this on an entire trend when I'm talking about agencies, traditional agencies, people who are doing tactics the same way, I think do risk some obsolete obsolescence. Agencies are not going to be replaced, but ones that are using traditional tactics and selling, you know, traditional tactics, you know, really run that risk. Our job, I think is going to be strategy. It's going to be orchestrating, you know, using the rich set of tools that are available to us. So I think that that's going to happen. You're going to see more and more of it, you know, things like Dolly and Pictory, you know, that are allowing us to create video and image assets. You know, all of the design folks, you know, the Adobes of the world are going to get into this. You know, Canva is actually adding is a great for creative production and just being able to automate things across some of these platforms, you know. So again, from the tools, you know, start looking at, you know, Pictory AI and Dall E and Mid Journey. Adobe's entry right now is called Firefly. You know, these are some of the things that I think that we really need to, you know, understand, but they're certainly disrupting, you know, the industries as well. I would say, you know, where we are at the close of 2024, going into 2025, these tools are not the, they're not ready for primetime in terms of saying, oh, I'll just create all my images, all my illustrations, all my video. I'll just have avatars, you know, creating those. I mean, I think we're a long way from people understanding how the market's going to respond to those. And certainly you've all seen the kind of oddities that can be created, you know, using a Dolly. So we're not there yet necessarily, but we are moving there rapidly. And certainly in 2025, it's only going to continue.
- [06:55]
Unknown Speaker
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- [07:48]
Jon Chance
Scale this next trend number four I'm calling AI Driven Marketing orchestration. I think AI in a lot of ways is going to become the central hub for certainly for campaign management. I think we can make a case for a lot of things in operations and finance. You know, we're all really going to be disrupted in terms of how we do things. So you could actually say I talked about marketing orchestration, but you could really talk a lot about business orchestration as well. There's no question that, that a lot of the campaigns, some of the automation, some of the integrations and things that we do today are going to be replaced. So you're seeing many, many tools, HubSpot, you know, go high level. You know, they're building a lot of AI into, you know, email and ad workflows. Even, you know, things like Google Analytics. You're going to start seeing people analyzing for insight. A lot of times just reports of like, here's the data, make some sense of it. You know, these tools are very good at doing that. So I think you're going to see really full scale AI driven automation and really something that's going to allow us to automate a lot of the touch points seamlessly. So it's not a overnight buy one tool, get rich, flip the switch. It is just something that piece by piece, sop by sop, campaign by campaign by campaign, you're going to start seeing people integrating these more effectively. All right now I'm going to come full circle because I think a lot of, you know, people look at these AI tools and they, they're, they really look at them as, oh, this is going to replace humans and this is going to replace our need to do marketing or to have marketers in general. And I think to me what it's going to do is it's going to, no question it's going to impact some of the things that were done by hand, some of the inefficiencies. It's going to allow people to actually deliver more value, maybe more profitably if you understand how to employ these. And number five, to me, it is actually the piece that brings this together. I think brand marketing, I call it as the new standard branding. Brand marketing has always been important but I think in turn when it comes to customer growth and to generating leads. A lot of people have gotten away from that idea because if you could figure out SEO, you could get cheap leads. If you could figure out the ad platforms and certainly they would sell you all their data, you could get cheap leads. And I think that's going away. That's one of the things that generative AI is making away a lot of the easy search. A lot of the ad platforms are going to not being able to sell their third party data. And so this differentiation through brand marketing is come full circle. Right. I mean, it was so important, you know, frankly, before we actually even had a lot of the, the online and digital channels that exist today. And I think we're going back there to some degree that I think consumers are really going to be much more effective at aligning, you know, their values with the brand's values. And the, the fact of the matter is, no matter how much we talk about all these platforms and tools and technology changing, the thing that continues to change rapidly is how people get to choose to buy. I mean, so much of the power, if you will, in the equation has shifted to the buyer because they can find out so much more information. They can actually be well down their journey to making a purchase decision before we even know they're out. Brands that really want to differentiate today are going to focus on trust or increasing trust, increasing loyalty. You're going to have continued regulatory scrutiny, I think is going to continue to drive some of that. And I think that we have to, as businesses, you know, really focus on aligning campaigns with authentic brand values. And really, you know, again, our ideal customer, you know, wants to see and I think has the ability now to choose to work with companies that, that really do communicate their values. In terms of, how do you go there, One of the things you might do is just audit everything you're doing. I mean, are you in alignment with your brand standard and your values? Are you putting out messages out there that don't make sense necessarily to the market that you're trying to attract? And frankly, one of the things we have to do is continue to monitor these things because, you know, consumers are going to become very wary of, I mean, AI produced content, AI produced visuals, AI all the way to the level of AI produced video that can replicate somebody so thoroughly that it's very, very difficult to tell if that's the real person or if that is an AI video. And I think a lot of consumers are going to want to know, they're going to want that transparency. In addition to, you know, that value alignment. So, you know, those are things that I think we really are going to have to be very wary of. I think we have the opportunity, though, to lead, whether it's in our business or it's in. If we are an agency working with clients, I think we do have the ability to teach and the lead. When there are new tools, new technologies, there's going to be a lot of misinformation. There's going to be a lot of hype. There's going to be a lot of people telling you all you need is AI to get rich. I mean, every single day you're going to be hearing those kind of messages. And I think that one of the things that we have to do is cut through the clutter. That's really always been what I've tried to do. When I see a new technology, the first thing I want to know is, can this help me do my job better? Can this actually help me provide more value for my customers? And if the answer is yes, I want to explore it. If the answer is no, it's just the new thing. It's. Everybody's talking about it, you know, in ways that don't make sense. I mean, I don't really care about that, but I think that's how you can start breaking these new technologies down in very practical ways. All right, that's all I have for today. Hopefully you find some interest in this as you charge into 2025, or if you're listening to this in 2025, certainly some things to consider. Love to hear feedback. Feel free to send me messages. It's just JohnTape Marketing.com and of course, we love that feedback. Well, we really love 5 stars actually on Apple or Spotify or wherever you choose to listen. All right, take care. Appreciate it. Hopefully we'll see you one of these days out there on the road.