5 trends to drive your 2025 marketing strategy
In 2025 consider how to supercharge your marketing strategy by combining the power of customer data, reporting, and AI to elevate your customer experience.
What’s next for your marketing in 2025? We’ve pulled together five advanced strategies that top-performing marketers are using right now to drive success. From integrating AI to mapping your customer journey with precision, these strategies will help you supercharge your marketing—without overcomplicating things.
If you’re ready to level up, these five powerful approaches will help you stand out, drive results, and maybe even make your competitors a little jealous. But remember - digital shouldn’t make our lives harder, it should make it easier - we believe there are simple ways you can get started with these strategies now.
1. Integrate your customer data to predict their next move
To truly understand your customer, you need more than just their personal contact data they provide you. By integrating your 1st-party data (e.g., personal data, purchase history, CRM activity) with 3rd-party behavioural data (e.g., market trends, preferences), you can:
Predict behaviour: Use RFM models (that combine your customers’ Recency of purchase with Frequency of purchases, and their total Monetary value) to identify high-value customers to trigger repurchase, move them from one RFM segment to another, and to treat your most loyal customers as VIPs.
Personalise communications: Tailor messages to resonate with individual customer profiles; by understanding your customer’s online behaviours (with 3rd party data integration) you can tailor and trigger better personalised messages to them that will resonate with their purchase need and readiness.
“Consumers increasingly expect personalised, real-time interactions, so embracing the right technology, tools, and data strategies is key to staying competitive." (BCG Executive Perspectives, 2022).
Where to start:
Review and leverage tools like Salesforce Einstein, or Tableau to unify and visualise your data. Consider if your business is ready for a Customer Data Platform - a platform that brings together data sources, and allows you to profile and target back out across media. If not, that’s ok - there’s lots of ways to unify siloed data for marketing insight, then action.
Build predictive models to identify customer churn risks, upsell opportunities, or best timing for repurchase campaigns (for example, in the automative industry, often a repurchase is triggered at the end of a finance loan - this is a prime time to target a user with a new car offer).
By understanding your customer’s behaviours, you can identify consistent trends to feed your marketing strategies that deliver value where it matters most.
“Consumers increasingly expect personalized, real-time interactions, so embracing the right technology, tools, and data strategies is key to staying competitive”
2. Take the plunge with multi-touch attribution to optimise campaigns
Multi-touch attribution (MTA) is a game-changer for understanding which channels drive conversions. Unlike last-click attribution that many business still measure, MTA credits all touchpoints along the customer journey. This helps the business ensure budgets are set correctly for staff and channel activation, not just assuming the last channel had the biggest impact.
Key Attribution Models:
Time Decay: Assigns more credit to touchpoints closer to conversion (e.g. In an e-commerce brand, retargeting ads shown just before purchase often deserve the most credit so a time decay model may suit you).
Position-Based: Heavily credits the first and last touchpoints, with moderate weight to the middle ones (e.g., in SaaS businesses, the first ad capturing interest and the final email prompting conversion are typically the most influential, with the middle often handled by sales teams measured separately from marketing.)
Data-Driven: AI models dynamically allocate credit based on performance (e.g. in the travel industry, blog posts driving research and final ads leading to bookings are weighted accordingly).
Where to start:
You can setup MTA with Google Analytics 4 to track each customer touchpoints.
Add UTM tags to campaign URLs to track specific sources of traffic. (UTM tags are small snippets added to URLs to help identify where traffic comes from.)
Analyse your results regularly to see which touchpoints contribute most to the conversions.
Note at least having your campaign name set as a UTM lets you see at a high level which channels perform to start indicating which are the most successful as a first step before multi-touch attribution. However for multi-touch attribution, there are plenty of options to set this up within GA4 (Check out Multi-channel funnels within the Conversions section of GA4), or with tools that integrate multiple data sources to create multi-touch models such as windsor.ai. Ensuring you use the UTM ‘Campaigns’ tag will ensure you can always filter your data by the campaign to understand the channels of influence.
3. Make customer journey mapping the foundation of your strategy
A clear customer journey map isn’t just a nice-to-have—it’s a strategic tool. Mapping your customer journey helps you understand their mindset, needs, and actions at every stage.
Considering core journey stages that you may customise for your business but commonly: Awareness, Engagement, Consideration, Purchase, Usage, Loyalty.
Where to start:
Work with internal teams to outline the typical journey stages and map out your customer actions, their goal, your role to support them, and activity needed to help them at each stage.
Use analytics, surveys, and interviews to validate the map and identify friction points.
Highlight gaps or opportunities for improvement at key stages to inform your strategy and campaigns.
Customer journeys should be the backbone of your business, digital and marketing strategies to make decisions based on real insight into your customer needs, and internal gaps to deliver.
“Companies that excel in delivering exceptional customer experiences can achieve revenue growth of 5 to 10 percent and cost reductions of 15 to 25 percent within two to three years”
4. Leverage Micro-Moments for Personalised Engagement
Micro-moments are when customers are actively seeking quick answers or solutions, or also known as intent-driven moments - moments based on a prospective customers intent. Considering your customers intent should be core to your strategy and content delivery.
Where to start:
Use SEO tools to identify customer questions, focusing on the type of questions like "why," "how," “How much,” or "best" that drive their decision-making.
Ensure your content strategy doesn’t just include large blog or action-driven landing pages, but includes targeted content that answers these questions and optimises it for search engines. These might be in your blog, but equally could be on relevant product pages, campaign landing pages, or key messaging across your website. A common example is FAQs to answer common questions, that uncover details about your product that customers want to know.
Adopt an omni-channel approach, seeding this content across web, ads, social, and email, to learn over time where it has the most impact.
Pro Tip: Remarketing is a great strategy to respond to a customer’s micro moment - after interacting with your website. Follow up with visitors who engaged with your content, tailoring messages based on their journey stage. For example, if they viewed a pricing page, serve ads with specific offers or testimonials.
5. Use AI Tools to Keep Content Evergreen and Relevant
AI isn’t just for automation—it’s a powerful ally for your content strategy that is easy to integrate into your workflow. The best tools can analyse your website’s performance, identify SEO gaps, and suggest updates to improve visibility over time.
How It Helps:
Analyse content performance to identify what’s working and what’s not.
Suggest SEO tweaks and optimisation opportunities.
Generate high-quality content to scale your campaigns.
Best Tools for the Job:
Surfer SEO: Integrates with your site to recommend SEO improvements.
Jasper AI: Writes optimised copy quickly and effectively.
MarketMuse: Identifies content gaps and offers detailed plans for improvement.
Final Thoughts: Marketing That Works Wonders
Taking your marketing beyond the basics requires a sound customer-led strategy, that you can test and iterate in market - as long as you have clear customer insights to drive change. By integrating data for greater decision-making, mapping customer journeys to identify strategy, and leveraging AI for smarter campaigns, you’ll not only optimise results but also build more meaningful connections with your audience.
Need help implementing these strategies? Wonder Works Digital is here to help you transform your marketing and make it work wonders. Get in touch.
