From AI to community building
these trends will shape the marketing year 2025

The marketing world is evolving rapidly - new technologies, changing customer needs and innovative strategies are shaping the way companies interact with their target group. If you want to remain competitive, you have to adapt and focus on new trends at an early stage. But which developments are really relevant and how can you use them for your company?

In this article, we take a look at the most important marketing trends for 2025 - practical, easy to understand and with concrete tips on how you can integrate them into your strategy.

Authenticity and value orientation in marketing

Customers increasingly value the authenticity of brands and want to get to know not only the products or services, but also the people and values behind a brand. This applies not only in the B2C sector, but also in the B2B sector, where companies are increasingly looking for partners who share their values. One example of this is transparent communication about sustainable production processes or social initiatives, for example when a company discloses how it makes its supply chain fairer or actively invests in climate protection projects. Companies that clearly communicate their mission, vision and core values and produce value-oriented content create a deeper connection with their target group. By providing authentic insights and emphasizing shared values, they can set themselves apart from the competition and promote long-term customer loyalty.

Focus on millennials and Generation Z

By 2025, over 65% of corporate decision makers will be Generation Z or Millennials. These groups prefer personalized and value-based content. It is therefore crucial to develop marketing strategies that are specifically tailored to their needs and expectations.

Integration of artificial intelligence (AI)

AI is revolutionizing marketing by enabling personalized customer experiences and automating processes. Companies benefit from more efficient workflows, better data analysis and more targeted campaigns. For customers, this means a more personalized approach, faster response times and an overall better customer experience.

With Breeze, HubSpot relies on an innovative AI solution that helps companies optimize their marketing, sales and service processes. Breeze includes:

• Breeze Copilot: an AI-powered assistant that helps with content creation, social media planning and SEO optimization.
• Breeze Agents: Automated processes for customer communication, lead qualification and follow-ups.
• Breeze Intelligence: Smart analytics and data linking to make better decisions and enable individualized customer approaches.

With HubSpot's AI tools, you can automate your processes while creating a personalized experience for your customers.

Personalization and data protection

The personalization of content is becoming increasingly important. At the same time, awareness of data protection is increasing. Companies must therefore implement transparent data practices and strengthen the trust of their customers by handling information responsibly.

Importance of social media, community building and platform economy

Social media remains a central component of marketing strategy. Building and maintaining communities promotes customer loyalty and enables brands to receive and respond to direct feedback. In addition to traditional platforms such as Instagram, LinkedIn or TikTok, companies are increasingly relying on their own digital ecosystems, for example in the form of self-service portals, exclusive forums or their own apps. These not only offer direct customer support, but also opportunities to share knowledge and network within the community. By combining social media and their own platform economy, companies can build long-term customer relationships and become less dependent on external channels.

If you would like to learn more about the potential of the platform economy, you should not miss our event PeakSpot LAB - Recognizing opportunities, using potential! On March 24, 2025 from 1 to 6 p.m. at Denkschmiede Hennef, you will get practical insights into current trends - together with HubSpot and exciting speakers such as Dr. Sonja Kieffer-Radwan (ScienceLoft GmbH) and Allison Ziehr (HubSpot). The DERTOUR Group will also be presenting itsB2B service platform. Participation is free, but there are only a few places left - so secure your spot quickly: Register now.

How HubSpot supports you

As a comprehensive CRM platform, HubSpot offers numerous tools to help you successfully implement these trends:

• Content management system (CMS): create and manage content that reflects your brand values and appeals to your target audience.
• Marketing automation: Use AI-powered features to create personalized campaigns and measure success.
• Social media management: Plan, publish and analyze posts on various platforms to strengthen your community

Conclusion

Marketing in 2025 requires adaptability and a willingness to integrate new technologies and strategies. By being authentic, focusing on younger target groups, using AI and emphasizing values, companies can strengthen their brand presence and build long-term customer relationships. With the right tools and partners at your side, you are well equipped for the future of marketing.