Our 2025 Marketing Predictions
Design
Playful & Interactive
This UX-driven approach champions personality and personalization, and in 2025, we expect immersive experiences to stop being a novelty and start being the norm.
Interactive sites encourage engagement with your users. Interactive and ‘choose your adventure’ websites are an opportunity to delight users and challenge your creativity.
Flat Design is out; Neumorphism is in
Neumorphic designs are poised to strike a balance between realism and simplicity, offering websites a fresh, modern aesthetic. This style is likely to become more popular for its intuitive appeal, as it mirrors real-world elements while maintaining a sleek, minimalistic feel.
Neumorphism 2.0 brings a modern twist with soft shadows, layered effects, and gradients, giving web elements a sense of depth while maintaining a clean, minimalistic aesthetic.
Minimalistic Brutalism
Minimalistic brutalism combines raw, bold elements with a minimalist aesthetic, stripping away all unnecessary elements to deliver a clean, striking design.
Allows content to take center stage without distractions. For brands looking to be bold and unique, minimalistic brutalism offers a refreshing break from convention.
Engineering
Increase in use of Transparent Payments
The use of built-in purchasing and payment options across devices (things like Apple Pay, Google Pay, and Shop Pay) will continue to reduce friction and simplify online purchasing processes.
Simplifying the purchasing experience drives higher conversions and allows developers to focus on building robust, scalable systems with lower maintenance overhead.
Less (stuff) is More (speed)
We predict a continued acceleration towards simplifying the overall design and UX of sites to increase speed and clarity for users (especially those users on mobile devices).
Simplification of the overall design and UX will allow for lightweight, scalable solutions, and as a bonus lean in on accessibility (a11y) to enhance the usability of websites for everyone.
Paid Ads
Elimination of Keyword Match types
The continual shift toward AI-driven campaigns will lead to the end of keyword match types for search campaigns.
Keywords would essentially be treated as some version of broad match and maybe even just be considered “signals” to drive the AI bidding algorithms. We’ve seen hints of this in 2024 through updates to how keyword match types function and suspect there is more to come in 2025.
Voice/Assistant Ads
Consumer behaviors are showing a growth in voice interactions with devices and in 2025 we expect the assistant ecosystem to expand its ads offerings.
Following the path of consumer search trends, we will see more integrated ad solutions seamlessly connecting user searches to actionable outcomes.
VR Shopping Marketplaces
Imagine a shopping mall perfectly curated for you based on your online shopping behaviors and interests. You pop on your headset and “stroll” through this mall exploring and interacting with all of your favorite brands, stores, and products in one virtual world with your friends.
Shopping from anywhere at any time means businesses can reach consumers worldwide without the need for physical stores. This new-age “mall” would feature try-before-you-buy options leading to higher satisfaction and fewer returns, and allowing for immersive brand experiences building stronger emotional connections. Wouldn’t that be fun?
Amazon
Augmented Reality
Augmented reality usage via the “view in your room” feature will see a significant spike in 2025 as consumers increasingly embrace immersive shopping experiences.
3D content would be needed for your products to be eligible for use in Amazon’s ‘View in Your Room’ feature so we expect companies to prioritize 3D content as part of their PDP enhancements.
Amazon Unleashes Rufus
Amazon’s development and integration of Rufus throughout their shopping experience will continue to grow, changing how we market to consumers.
We expect that optimization for AI tools like Rufus will be an important step for sellers in 2025. High-quality product content is more essential than ever so that Rufus can utilize your brand’s product information to provide answers to shoppers. Be sure to enhance and bolster your product Q&A section as well.
Multi-Channel Amazon Ad Opportunity
Following in others’ footsteps, Amazon will launch a PMAX lookalike campaign.
An Amazon PMAX lookalike would drive sales across Amazon Marketplace, Amazon DSP, and external platforms, like Google Ads and social media platforms. This would allow for a comprehensive strategy, bridging the gap between traffic generation and conversions.
SEO/GEO
The Rise of AI Search
Consumer searches are changing. In 2025, generative search and “Zero-click” trends will grow, reducing direct visits but amplifying your brand’s presence in new ways.
Generative search experiences have shaken up the search landscape. In 2025, this will continue to grow in influence and there will be more ways to integrate these generative experiences into marketing efforts.
Evolution of SEO > GEO
SEO is evolving to include optimization for generative search engines (GEO). In 2025, technical SEO and GEO will be key for ranking in AI Overviews and boosting brand visibility.
Ranking in Google AI Overviews and other generative experiences bumps you to the top of SERPs and increases your brand visibility. In 2025 these two areas of optimization based on keywords/linking for SEO and conversational answers to queries for GEO will be crucial areas to focus in on.
Focus On Topical Authority
We predict that topical authority will increasingly become a crucial factor for success in both SEO and GEO strategies, as search engines increasingly prioritize it to better understand and rank brands.
Topical authority signals to search engines, generative or traditional, what your brand is all about. Platforms like Google have already been leaning in more on topical authority to develop rankings and in 2025 these signals will be universally important to SEO/GEO strategies.
Email/SMS
Integration of AI and Smart Features into Email & SMS Marketing
AI will redefine email and SMS marketing, making campaigns more personalized, data-driven, and adaptive.
Brands will use AI to craft smarter flows, analyze performance in real-time, and optimize engagement strategies. This shift will lead to deeper customer insights, improved retention, and higher ROI, as AI-driven tools enhance decision-making with speed and precision.
Growth of SMS Marketing & Messaging apps in the U.S. (especially Facebook Messenger and WhatsApp)
SMS and messaging apps like WhatsApp and Facebook Messenger will become essential marketing channels as traditional platforms grow more crowded.
The real-time, high-engagement nature of these apps will give brands a direct, personal connection with consumers. As adoption rises, these channels will provide valuable customer insights, enabling hyper-targeted strategies that drive engagement, build loyalty, and streamline the sales funnel.
Rise of AI Chat Bots
AI chatbots will become a cornerstone of customer engagement, providing 24/7 support, personalized interactions, and seamless automation. As consumers expect instant responses, these intelligent systems will play a bigger role across websites, messaging apps, and SMS.
Their ability to handle complex queries and drive conversions will transform marketing and customer service, offering scalable solutions that enhance user experience, capture valuable data, and streamline the sales funnel.
Marketing Strategy
Customer Engagement Redefined by AI
AI will deliver hyper-relevant messaging and tailored experiences that feel more personal and engaging by leveraging customer data and behavioral insights.
As AI continues to evolve, brands that embrace this shift will gain a competitive edge in creating deeper, more meaningful customer relationships, guiding them through the sales funnel. This level of precision will drive higher engagement, strengthen consumer trust and loyalty, and ensure marketing remains both impactful and customer-focused.
