Observed Signal · Jan 2, 2025 · Opinion / Forecast · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Ten Theses for Marketing in 2025
This article presents three 'Hope' categories and ten execution theses for implementing marketing in 2025. It argues that bold leadership and strategy, supported by AI, can unlock significantly greater efficiency from marketing budgets. It suggests cross-channel budget reduction (potentially 40% cuts across channels, with up to 50% savings by dropping certain channels and reserving 30% for experimentation) and claims AI can yield about 40% more from budgets. The piece emphasizes sustainability, privacy, and democratic information, while forecasting a diverse social-network landscape (including Bluesky, TikTok, LinkedIn, Mastodon, and nebenan.de) and interoperability among gatekeepers under EU policy. A shift from banner ads to video formats is highlighted, with Connected TV and YouTube cited as examples. It also discusses AI-driven optimization and potential future ad-financing for conversational AI. The conclusion urges setting strategic, long-term marketing goals and testing new ideas to learn and adapt.
Thought leadership outlining future trends and strategic guidance for the AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Three 'Hope' categories and ten execution theses define the 2025 marketing playbook.
- AI-driven strategies claim to extract about 40% more from marketing budgets.
- Budget guidance suggests possible savings of up to 50% by trimming channels, with 30% reserved for experiments.
- Forecast includes a more diverse social-network landscape (Bluesky, TikTok, LinkedIn, Mastodon, nebenan.de) and EU gatekeeper interoperability.
- From banners to video: emphasis on video formats, including Connected TV and YouTube.
Connected Companies & Entities
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Ten Theses: Marketing 2026—Abolish or Reimagine
This OnlineMarketing.de piece by Ralf Scharnhorst presents ten theses about the future of marketing in 2026, framed as critical shifts away from traditional reach toward targeted, sustainable strategies. It argues that understanding audience segments is more valuable than broad reach, recommending three groups: buyers, non-buyers, and undecided, with budgets focused on the undecided to unlock conversions. It foresees AI-driven personalization supplanting viral hits, suggesting every ad impression could show a different, tailored creative. The analysis emphasizes video over TV, expansion of service formats, and AI-assisted efficiencies across production. It highlights three levers against Walled Gardens (cookie opt-out, ID solutions, Ad Context Protocol), stresses sustainability and real-time ESG data, and envisions marketing merging with product teams and brands evolving into AI personalities by 2030. The piece portrays these theses as scenario-based guidance for navigating imminent industry change.
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