It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead.
It has become something of a tradition, given that we’ve been doing this now for over 30 years.
Here we speak to Claire Taylor, Director at Creationz Marketing.
Tough trading conditions call for smarter marketing
With economic challenges predicted for 2025, many businesses may be tempted to scale back marketing budgets. However, history shows that businesses maintaining or even increasing their visibility during downturns often emerge stronger. The focus will shift to smarter, data-driven marketing strategies that maximise ROI, ensuring every campaign delivers measurable results. Companies that stay visible and connected with their audiences will be better positioned to weather the storm and seize opportunities. Clever Marketing will be the order of the day!
AI continues to change the face of Marketing
AI will continue to be a powerful tool in marketing, changing how businesses create and deliver content. However, the rise of AI-generated material will increase the need for brands to retain their human touch. Consumers will crave authentic connections, leading to a surge in storytelling, behind-the-scenes content, and personalised interactions. Successful businesses will strike a balance—leveraging AI for efficiency while ensuring their marketing remains relatable, engaging, and uniquely human.
As the top two predictions look at the Marketing industry, it is important to also look at the skills and competencies of what it takes to be a marketer in 2025.
Curiosity and adaptability will define successful marketers
With new tools, communication channels, and approaches emerging year on year, Marketers will need to be more curious than ever—embracing change, exploring innovative methods, and continually upskilling. Agile and flexible professionals will stand out, as the ability to adapt will become a core requirement. Seeking guidance through coaching and mentoring will be essential for marketers to navigate the complexities of their roles, grow their expertise, and thrive in this dynamic environment.
