Top Marketing Trends to Watch in 2025

With the marketing landscape constantly evolving and customer needs ever-changing, it can be hard to keep track of the latest trends or even predict future ones. The rise of digital marketing has allowed companies to think of new ways to reach more potential customers than ever before.

 So how can I know what to target as a marketer?

Don’t worry, we have you covered. We’ve assembled a list of some pretty good guesses (we think) for some of the most eye-catching marketing trends to watch in 2025 based on what’s already begun to have an impact and doesn’t show signs of slowing down any time soon.

1.      Short-form video content

You may have heard talk of the 8-second attention span of Gen Z, where the rise of short-form video content on platforms like TikTok, YouTube and Instagram has seemingly diminished young people’s ability to focus on clips for more than a mere few seconds before deciding to scroll to the next one. Whether that’s universally true or not remains up for debate, but certainly the popularity of the ‘TikTok format’ and other platforms following the app’s lead has made way for interesting conversation about how this affects advertising and what marketers can do to combat this new challenge of condensing ideas to a minimum and attracting audiences right off the bat.

TikTok has grown extremely popular after merging with Musical.ly, now promoting the creation of all kinds of short-form content and not just the lip-singing and dancing videos that users had been used to originally. TikTok did it first, with the newer YouTube Shorts and Instagram Reels hopping on the bandwagon of the app’s success.

For anyone advertising, TikTok has become and continues to be, an exciting new way to go about grabbing peoples’ attention via short video clips either posted on creators’ accounts or through promoting your business on users’ feeds, using targeted ads that appear every few scrolls. In this way, it is vital to be creative about how you advertise on TikTok – you need to be able to surprise and interest consumers with what you say or display within a few seconds, such as utilising trends that circulate the app and collaborating with beloved creators.

2.     AI

Yes, a lot of people think AI is taking over our jobs. But its rise (and the inevitable continuation of it) has shown that it’s more plausible to say that AI is just changing the way we do things. Many businesses can and have used it to optimise marketing strategies and the truth is that ignoring it and not adapting is what is more likely to have negative consequences.

ChatGPT is what seems to be making the headlines in AI developments, but there’s also more to be acknowledged.

The use of chatbots on businesses’ websites has become a notable component of marketing strategies, offering visitors the chance to type messages to an AI assistant, answering their questions and directing them to products and services quicker than before.

AI is now helping businesses discover the best influencers to use for their campaigns, analysing post engagement and predicting campaigns that will be most effective with influencers.

Visual searches are also on the rise, with Google Lens and Snapchat’s Scan feature allowing for an integrated shopping experience when users take photographs of objects that can be recognised as products to buy online.

But what about the role of the human in all of this? Whilst these AI tools help speed up the marketing process and provide recommendations, they are not perfect and need human oversight to correct mistakes. Marketers also know and understand their clients best to tailor products and services to their needs. Marketing agencies especially need to maintain a human-to-human contact approach.

3.     Social commerce

Social media platforms and businesses are finding more ways to promote products and services directly on social media. For example, TikTok Shop allows a more integrated experience by allowing users to find products to buy via its ‘shop’ tab. Additionally, Pinterest is continuing to attract users who are searching for ideas, offering shoppable pins and video content to drive conversions.

Businesses recognise the exciting potential for driving sales on social media platforms but need to make sure that their attempts feel authentic and engaging, as users are wise to when something feels obviously promoted. The use of storytelling can be an effective way of showing to users that you, or people advertising your product, are relatable and understand their needs.

4.    Advertising on streaming services

In an age of streaming, consumers are ditching network television and companies are spending money on ads elsewhere such as Netflix and YouTube.

With audiences wanting to watch more quality content but aren’t willing to pay an arm and a leg for higher-tier subscriptions, streaming services like Netflix have found a successful middle ground where users opt for a basic ad-supported subscription. Many find this alternative to be tolerable, being able to watch the shows and films they love at a reduced cost, but with occasional adverts.

YouTube has been found to not only deliver better ad recall and attraction from viewers compared to traditional TV advertising but also a broader reach among adults, prompting advertisers to diversify their campaigns.

Conclusion

Navigating the world of trends can be a scary place, which is why it’s more important than ever to stay alert as a marketer for anything that makes the news and sparks a lot of conversation as you never know what it might lead to and whether you could use it to improve your strategy. At Icon, we keep an eye on the industry and use our knowledge to create a bespoke service that suits your needs and what’s best for your business.

If you need marketing support, we would love to hear from you – contact us today at kiesha@iconmarketingcommunications.co.uk.

The Ever-Changing World of Social Media

If you’re a social media manager, you may be in need of a hug this week. So many changes are happening, from Instagram’s profile grid update to the ongoing TikTok ban discussions in the US and Facebook’s ever-evolving algorithms. If you work in marketing and need guidance on the latest trends, you’re in the right place!

What’s Changed?

Instagram has officially rolled out a major change to its profile grid layout, moving away from its iconic square format to rectangles. Instagram Chief Adam Mosseri announced the update on his Instagram Story, following months of testing since August 2024.

“I know some of you really like your squares. And square photos are sort of the heritage of Instagram. But at this point, most of what’s uploaded, both photos and videos, are vertical in their orientation.” — Adam Mosseri via Instagram

This change aligns with Instagram’s push to prioritise vertical content, which has become the dominant format for user uploads.

Impact on Creators

For creators and artists, Instagram is more than just a social platform—it’s a crucial tool for engagement and self-promotion. The transition to a rectangular grid means:

• Grid layouts may appear misaligned: If your profile relies on a uniform design, this change may disrupt the visual harmony of your posts.

• Increased content visibility: Vertical photos and videos now take up more space on your profile, which may enhance the visibility of your content.

• Creative adjustments required: Now is the perfect time to rethink your Instagram strategy and adapt to the new format.

TikTok's Ongoing Uncertainty

TikTok continues to face turbulence in the US, with a recent executive order granting the platform a 75-day extension to comply with regulations that require its sale or potential ban.

President Donald Trump, who initially sought to ban the platform in 2020, has now reconsidered his stance after using TikTok himself. He has proposed a potential 50-50 partnership between the United States and TikTok’s Chinese owner, ByteDance, though specific details remain unclear.

Meanwhile, TikTok briefly ceased operations for American users due to a law banning it on national security grounds but resumed services after Trump announced plans to issue a temporary reprieve.

The Biden administration had previously argued that TikTok posed security risks, citing concerns about potential data misuse by China. However, opponents of a ban emphasize that restricting access to the platform raises concerns about freedom of speech.

ByteDance has so far resisted US regulations requiring it to sell its American operations to avoid a ban, leaving the platform’s future uncertain.

What’s Next?

With ongoing shifts in social media platforms, it’s essential for marketers and content creators to stay agile and informed. Whether it’s adjusting Instagram strategies or monitoring TikTok’s legal battles, adaptability is key in the ever-changing landscape of digital marketing.

Stay tuned for further updates as these stories continue to unfold! If you’d like to discuss any aspect of your marketing our MD Kiesha would love to have a chat with you kiesha@iconmarketingcommunications.co.uk

The Benefits of Hyperlocal Marketing: Why Your Business Should Think Locally

In a world where consumers are flooded with information, businesses face an ongoing challenge: how to stand out. Traditional mass marketing methods cast a wide net but often lack the personal touch that resonates with today's audience. This is where hyperlocal marketing steps in—a highly targeted strategy focusing on specific communities or neighbourhoods. By honing in on local customers and their needs, hyperlocal marketing offers several key benefits, especially for small to medium-sized businesses. In this blog, we’ll explore how hyperlocal marketing works and why it’s one of the smartest strategies for today’s brands.

What Is Hyperlocal Marketing?

Hyperlocal marketing focuses on reaching consumers within a specific geographical area, often within a few miles of a business. It taps into neighbourhood-based data to deliver personalised and relevant content, offers, or advertisements to a nearby audience. Rather than advertising to the entire city or even county, hyperlocal marketing hones in on individuals who are already in close proximity and most likely to engage with a business.

This approach has become especially effective with the rise of mobile devices, geo-targeting, and social media, which allow businesses to pinpoint and engage local customers in real-time.

1. Enhanced Customer Relevance and Engagement

One of the greatest strengths of hyperlocal marketing is its ability to make marketing messages highly relevant to local audiences. By focusing on a specific community, businesses can tailor their campaigns based on local culture, preferences, and values. For example, a bakery could promote a seasonal cupcake inspired by a local festival or team up with other nearby shops for a community event.

Customers are more likely to engage with content that resonates with their daily lives and addresses their needs directly. Studies show that consumers value personalisation, and by targeting local interests, businesses can foster a stronger connection with potential customers.

2. Increased Footfall and Sales

Hyperlocal marketing isn’t just about reaching people; it’s about driving them to your door. By targeting people within a close proximity, businesses have a better chance of increasing footfall and converting local leads into paying customers.

For instance, using mobile ads with location-specific offers, such as discounts or flash sales, can prompt immediate visits. A coffee shop might send a morning promo to those within a one-mile radius, enticing people nearby to grab a cup on their way to work. By aligning marketing messages with consumers’ locations and routines, businesses see a much greater conversion rate.

3. Higher ROI on Marketing Spend

Hyperlocal marketing allows businesses to concentrate their marketing pounds on a highly relevant audience rather than casting a wide net across a broader region. This results in a higher return on investment (ROI) as resources are allocated to those who are most likely to engage and convert. Since campaigns are localised, they can also be more affordable compared to traditional methods, which often require large budgets for print, TV, or radio spots. Hyperlocal marketing’s cost-effectiveness makes it an ideal choice for small and medium-sized businesses looking to maximise their budgets.

4. Better Use of Digital Tools and Data

With the growth of digital marketing platforms, hyperlocal strategies have become more data-driven and precise. Tools like Google My Business (GMB), Facebook Local Awareness ads, and geo-targeted pay-per-click (PPC) ads help businesses target specific audiences within narrow geographical areas.

These platforms often provide robust data and insights, allowing businesses to see which neighbourhoods or even streets are driving the most engagement. This level of detail enables more accurate targeting, real-time adjustments, and a better understanding of local market dynamics, helping businesses refine their strategies as they go.

5. Stronger Community Relationships

A hyperlocal approach doesn’t just bring in customers; it helps businesses become part of the community. When a brand invests in local sponsorships, community events, or partnerships with nearby businesses, it builds brand loyalty and trust.

Local consumers appreciate when businesses contribute to their communities. A restaurant might donate to a nearby school fundraiser, or a gym might partner with a local sports team. These efforts create goodwill, increase word-of-mouth recommendations, and help businesses earn a trusted spot in their communities.

6. Improved Customer Experience with Personalisation

Consumers today expect a seamless, personalised experience, and hyperlocal marketing helps deliver that. By using customer data, businesses can send relevant messages that fit the time, place, and preferences of local customers. Hyperlocal marketing strategies, such as push notifications for nearby deals, location-based loyalty programs, and real-time social media engagement, all contribute to a customised experience.

For example, a clothing store could send personalised offers based on a customer’s past purchases when they’re within a certain radius of the store. Personalisation not only improves the customer experience but also increases the likelihood of customer loyalty and repeat business.

7. Real-Time Marketing Opportunities

Hyperlocal marketing enables real-time communication with potential customers. By leveraging mobile and GPS data, businesses can connect with customers based on their immediate location.

Imagine a local cafe seeing a spike in footfall due to a nearby event and then running an immediate promotion for event-goers. This level of adaptability provides businesses with a unique advantage, allowing them to adjust to current events and situations within their community, capitalising on opportunities as they arise.

8. Better Adaptability to Local Trends and Needs

Every community has its unique culture, interests, and trends. By concentrating on a local area, businesses can adapt quickly to seasonal or cultural trends relevant to their audience. Hyperlocal marketing also enables businesses to gather feedback from the community and respond more effectively.

For instance, a small retail shop may observe an uptake in demand for certain items during a local festival or holiday and adjust its inventory accordingly. This adaptability makes businesses more responsive to customer needs and better positioned to succeed in their local market.

9. Stronger Competitive Edge Over Large Corporations

Hyperlocal marketing gives smaller businesses a way to compete effectively with large corporations, which often take a more generalised approach to marketing. By offering a more personalised experience and connecting with local customers on a deeper level, smaller businesses can stand out and foster brand loyalty.

Large brands may have broader resources, but hyperlocal businesses often understand their community better, which they can use to their advantage. For example, a neighbourhood grocery store can appeal to local customers by sourcing from regional farms or featuring culturally relevant products, creating a customer experience that is difficult for large corporations to replicate.

Final Thoughts

Hyperlocal marketing leverages the power of community, relevance, and personalisation to help businesses connect with the audiences that matter most. Whether you’re a local bakery, a clothing store, or a service provider, targeting customers in your neighbourhood can lead to stronger relationships, increased sales, and a lasting impact in your community. By focusing on hyperlocal marketing, you don’t just become another business—you become a valuable part of the community.

As digital tools continue to evolve, hyperlocal marketing is set to grow in effectiveness and reach, giving businesses of all sizes a powerful way to connect with their customers and thrive. If you’re looking to run a hyperlocal marketing campaign Icon can help. We’re not a one-trick pony though if you need local, national or international marketing support we’d love to hear from you get in touch today kiesha@iconmarketingcommunications.co.uk.

The Art of Email Marketing: Finding the Perfect Email Frequency

Email marketing remains one of the most effective channels for reaching and engaging with your audience. Despite the rise of social media, chatbots, and other digital marketing tools, email marketing consistently delivers a high return on investment (ROI). However, one of the critical factors in ensuring your email campaigns' success is finding the right balance in terms of frequency. How many emails per month should you be sending to your subscribers? Let's dive into the art and science of email marketing to discover the sweet spot.

Why Email Marketing Still Matters

Email marketing offers several advantages that make it a cornerstone of digital marketing strategies:

1. Direct Communication

2. High ROI

3. Measurable Results

4. Customisation and Segmentation

The Sweet Spot: Email Frequency

One of the most common questions businesses ask is, "How often should I send emails to my subscribers?" While there's no one-size-fits-all answer, research and industry best practices offer some guidelines.

1. Understanding Your Audience

The ideal frequency largely depends on your audience and the nature of your business. Here are a few considerations:

Type of Content: Newsletters, promotional offers, transactional emails, and product updates might each have different optimal frequencies.

Subscriber Preferences: Some audiences prefer regular updates, while others might find frequent emails intrusive.

Industry Norms: Certain industries, like e-commerce, might benefit from more frequent emails compared to others, like B2B services.

2. General Guidelines

While it varies, several studies suggest a general sweet spot for email frequency:

Once a Week: Many businesses find that sending one email per week strikes a good balance. It keeps your brand top-of-mind without overwhelming your subscribers.

 Two to Four Emails Per Month: Sending emails bi-weekly or weekly is often effective for maintaining engagement without causing fatigue.

Adjust Based on Engagement: Pay attention to your open rates, click-through rates, and unsubscribe rates. If engagement drops or unsubscribe rates rise, consider scaling back.

3. Testing and Optimisation

Finding the perfect frequency requires testing and optimisation. Here’s how you can approach it:

A/B Testing: Experiment with different frequencies for different segments of your list to see which performs better.

Monitor Metrics: Regularly review your email performance metrics. High open rates and click-through rates indicate a healthy frequency, while high unsubscribe or spam rates suggest you may be over-communicating.

Solicit Feedback: Ask your subscribers for their preferences. Surveys can provide valuable insights into how often they want to hear from you.

4. Segmentation and Personalisation

Not all subscribers are the same. Segment your email list based on demographics, behaviour, purchase history, and engagement levels. Tailored content sent at the right frequency for each segment can significantly improve your email marketing effectiveness.

Best Practices for Email Frequency

1. Quality Over Quantity: Ensure each email provides value. Relevant, high-quality content will keep subscribers engaged, even if you email them frequently.

2. Consistency is Key: Whether you choose to send emails weekly, bi-weekly, or monthly, maintain a consistent schedule. Consistency builds trust and sets expectations.

3. Automated Email Sequences: Use automation for welcome emails, abandoned cart reminders, and follow-up sequences. These can complement your regular email schedule without overwhelming your subscribers.

4. Responsive Design: Ensure your emails are mobile-friendly. With more people checking emails on their phones, a responsive design is crucial for maintaining engagement.

Conclusion

Email marketing is a powerful tool, but its effectiveness hinges on finding the right frequency for your audience. By understanding your subscribers, testing different approaches, and consistently providing valuable content, you can hit the sweet spot that maximizes engagement and drives results. Remember, the goal is to stay top-of-mind without becoming a nuisance. Happy emailing!

If you’d like to chat about your email marketing best practice or any other aspect of your marketing campaigns our MD Kiesha would love to speak with you. Feel free to send her an email on kiesha@iconmarketingcommunications.co.uk

WhatsApp Marketing: A Boon or a Bane?

In the ever-evolving landscape of digital marketing, WhatsApp has emerged as a powerful tool for businesses to connect with their audience. With over 2 billion active users globally, it's no wonder that companies are increasingly leveraging this platform to reach their customers. But as with any marketing strategy, WhatsApp marketing has its pros and cons. Is it truly beneficial, or does it risk becoming a nuisance? Let’s delve into the world of WhatsApp marketing to uncover its potential and pitfalls.

The Benefits of WhatsApp Marketing

1. Direct and Personal Communication

One of the most significant advantages of WhatsApp marketing is its direct and personal nature. Messages sent via WhatsApp are often read more quickly and attentively than emails or social media posts. This immediacy allows businesses to engage with customers in real-time, providing instant support and timely updates.

2. High Engagement Rates

WhatsApp boasts incredibly high engagement rates compared to other communication channels. Messages on WhatsApp have an open rate of around 98%, and the response rate is significantly higher than traditional marketing methods. This makes it an excellent platform for promotions, announcements, and customer feedback.

 3. Multimedia Capabilities

WhatsApp supports various multimedia formats, including text, images, videos, and voice messages. This versatility enables businesses to create rich, engaging content that can capture the audience’s attention more effectively than plain text. For instance, a clothing retailer can send a short video showcasing their latest collection, or a restaurant can share mouth-watering images of their new menu items.

4. Cost-Effective

For small businesses and startups, WhatsApp marketing is a cost-effective solution. Unlike traditional advertising, there are no hefty fees associated with sending messages or multimedia content on WhatsApp. This allows businesses to reach a large audience without breaking the bank.

5. Enhanced Customer Service

WhatsApp can significantly enhance customer service by providing a convenient channel for customer enquiries and support. Businesses can use WhatsApp to handle customer queries, resolve issues, and gather feedback efficiently. The instant nature of the platform means customers can receive quick responses, improving their overall experience.

The Drawbacks of WhatsApp Marketing

1. Privacy Concerns

Privacy is a major concern for users when it comes to WhatsApp marketing. Unlike other platforms, WhatsApp is seen as a personal space where users communicate with friends and family. Unsolicited marketing messages can be intrusive and may lead to users feeling that their privacy has been violated particularly if you add users to a group without their permission.

2. Risk of Spam

The potential for spam is high if businesses do not use WhatsApp marketing judiciously. Sending too many messages can overwhelm users, leading to annoyance and a negative perception of the brand. It's essential to strike a balance and ensure that communications are meaningful and relevant to the recipient.

3. Limited Analytics

While WhatsApp provides some basic metrics like message delivery and read receipts, it lacks the comprehensive analytics offered by other marketing platforms. This can make it challenging for businesses to measure the effectiveness of their campaigns and make data-driven decisions.

4. Compliance and Regulation

Businesses must be mindful of regulations such as the General Data Protection Regulation (GDPR) when using WhatsApp for marketing purposes. Collecting and using customer data requires explicit consent, and failure to comply can result in hefty fines and legal issues.

Striking the Right Balance

To make WhatsApp marketing effective without being a nuisance, businesses should adopt best practices that respect user privacy and preferences. Here are a few tips:

Seek Permission: Always get explicit consent from users before sending marketing messages. This can be done through opt-in forms on your website or during the customer registration process.

Provide Value: Ensure that every message sent adds value to the recipient. This could be in the form of exclusive discounts, useful information, or personalised offers.

Frequency Control: Avoid bombarding users with too many messages. A thoughtful and well-timed approach will be more appreciated and less likely to be seen as spam.

Personalisation: Use customer data to personalise messages, making them more relevant and engaging. Personalised messages are more likely to be welcomed by recipients.

Respect Privacy: Be transparent about how customer data will be used and give users the option to opt-out at any time.

Conclusion

WhatsApp marketing, when used correctly, can be a highly beneficial tool for businesses. It offers direct, personal, and cost-effective communication that can significantly enhance customer engagement and service. However, it’s crucial to approach it with care, respecting user privacy and avoiding practices that could be seen as intrusive. By striking the right balance, businesses can harness the power of WhatsApp marketing to build stronger relationships with their customers and drive growth.

In the end, whether WhatsApp marketing is a boon or a bane largely depends on how it is implemented. Thoughtful, customer-centric strategies will likely yield positive results, while careless, spammy tactics can turn it into a nuisance. If you’d like to talk about how WhatsApp can enhance your marketing efforts or anything else we’d love to hear from you kiesha@iconmarketingcommunications.co.uk.