Marketing Trends 2025: Marketers predictions in the new year

While 2024 predicted the likes of more use of AI and link building, the marketing team at financial services digital marketing agency Balance, and the team at Liberty Marketing, give five tips across SEO, PPC, digital PR, social and AI to suggest what they think next year's trends in the marketing sector might be.

Stephanie Williams, Content Manager, Liberty Marketing: "With the fairly recent introduction to generative search, many searches are securing answers to their queries without the need to click through a website from the Google page. As this becomes more commonplace, marketers will want to, and need to, adapt their approach to maintain the same volume of high-quality site visits."

Beth Barnham, SEO Manager, Liberty Marketing: "I think 2025 will see a tremendous growth of TikTok search. TikTok creator analytics has recently released the content gap which gives the ability to utilise SEO strategies on TikTOk rather than relying on keyword research tools and third-party trends. We know that TikTok is used as a search engine more now, so ensuring that your videos and content are SEO-optimised will be crucial in the new year and beyond."

Emma Hull, Digital PR Manager, Balance: "While links have remained a priority over the years for financial services, the way that we get links and the types of links that we go after in the world of digital PR will change. Quality has always trumped quantity, however, we will see more strategic link building to key website pages being built rather than just homepages. We know that the FS sector is already competitive for links, but creating any big-data led campaigns around finance may be on the way out in 2025, as digital PR professionals will want to send less out en-masse and will instead want to create more content for more relevant finance websites rather than the mainstream news outlets."

Alex Decker, Senior PPC Specialist, Balance: In 2025, I think there will be a greater shift for financial service marketers to use Performance Max. This is a goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.I think that financial services marketers will utilise Performance Max more in the new year rather than relying on multiple individual campaigns on the platforms."

Sophie Monks, Senior Social Specialist, Liberty Marketing: "Brands will focus less on paying for big-budget influencers to market their products, and instead will focus more on surprise-and-delight strategies to build deeper customer connections. Adanola and Hard Lines Coffee are already leading this change, and it's proving effective with them. By doing this, brands will be able to retain customer loyalty rather than having a celebrity or two talk about a product, for customers to forget about it soon after."

Alex Murphy, Co-Founder, Balance: "Brands will absolutely be trying to get into the AI snippets on Google, as many users now read that to find an answer to their question rather than source the web. With GenAI now using brand citations across the web to make recommendations without anyone having to click into a website, websites will now be trying to figure out the perfect formula to get their news featured. From our research, we know that links and social mentions are going to play a huge part in this, as well as ensuring that your content is clear and concise, and utilises a good SEO strategy so Google understands exactly what your content is talking about.

www.libertymarketing.co.uk

www.thebalanceagency.com

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