The Top 2025 Marketing Trends To Watch

By staying ahead of these 2025 marketing trends, your business can remain visible and relevant in the rapidly changing digital landscape.

Last year, the message was clear: adapt to AI or risk being left behind. Now, as we step into 2025, the conversation has shifted. AI is no longer a futuristic concept—it’s here, embedded in our daily operations, transforming the way we do business. The real question isn’t whether to use AI, but how to use it well.

Yet the rapid pace of change is overwhelming. It’s easy to get stuck wondering: How do I keep up? Where do I even start?

Start with the truth—you’re not in this alone.

We’re here to guide you through this evolving landscape with practical insights and actionable strategies. No matter your business size or resources, we’ll break down the latest marketing trends and show you how to apply them in ways that make sense for your team.

Navigating all these changes may seem daunting, but with the right strategies and mindset, achieving success in 2025 is absolutely within your reach.

Ready to take the next step? Let’s dive into the 2025 marketing trends you cannot afford to ignore.

The Top 2025 Marketing Trends To Watch

Lifestyle Marketing Photography & Personal Branding for Kari McCoy

AI is more than a new tool in the marketplace; it’s actively reshaping the marketplace in ways that redefine how businesses connect with their audiences. It’s changing how we search for information, making email content more valuable, and transforming customer expectations across the board.

The challenge in 2025 is to find the right balance between harnessing AI’s capabilities and staying true to the core values that set your brand apart—authenticity, trust, and the human touch. Customers crave personalized experiences and meaningful relationships, and when AI is used strategically, it can enhance both without sacrificing your brand’s unique voice.

As Salesforce President & Chief Marketing Officer Ariel Kelman noted in the annual State of Marketing report, “We’re in a new wave of the artificial intelligence revolution—catalyzed by the generative AI gold rush—and marketers are leading the charge by embracing rapid advancements in the technology to better connect with customers and prospects. But AI isn’t just marketers’ biggest priority. It’s also their biggest challenge.”

With these rapid changes come opportunities to grow exponentially. Forbes Council Member Deepak Bansal emphasizes that “the brands that thrive are the ones that blend innovation with authenticity, creating meaningful, personalized experiences that resonate with consumers.”

By embracing the right 2025 marketing trends, your brand can stay ahead of the AI curve and unlock new opportunities for success this year.

1. AI Advantages: Global Tools for a Local Impact

When AI first emerged, marketers primarily used it to generate content—emails, social media posts, blogs, website copy, reports, and more. As businesses grew more comfortable with AI, new capabilities took center stage. Predictive AI now analyzes data, extracts insights, and forecasts future trends, helping marketers make more informed decisions and create more effective campaigns. The latest advancement, agentic AI, goes a step further by not only analyzing and creating campaigns but also implementing them. Like a self-driving car that adjusts to road conditions, agentic AI can autonomously steer marketing efforts, making decisions and executing plans.

What does this mean for businesses in 2025? Jump in where you feel comfortable, and figure out how these tools can support your specific goals and weak spots. 

The key is to start small but strategic. Whether you’re an attorney in Valencia or a medical provider in Newhall, AI tools can enhance your business and marketing practices without sacrificing the personal touch of our community values. Sure, it’s important to keep up with 2025 marketing trends, but you don’t want to lose what works–or what’s important. 

Here are some real-world examples:

• A Newhall café uses AI to craft engaging social media posts about seasonal menu items, sharing fun facts about locally sourced ingredients.
• A local real estate agent leverages AI to analyze recent market data and provide clients with personalized updates on home values.
• A family-owned plumbing business installs an AI chatbot to help customers schedule emergency repairs outside of business hours.
• A boutique hotel in Valencia generates blog content about the top 10 nearby attractions, boosting its website’s SEO.
• A local brewery uses predictive AI to identify popular beer styles and plan seasonal releases.
• A Saugus-based retail store analyzes local market trends to optimize timing and discounts for flash sales.

2. Personalization & Trust: The Human Touch in an AI World

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In Santa Clarita, community is everything. Trust and personalization aren’t just buzzwords–they make up the very foundation of our business and nonprofit communities. It’s part of what makes us Santa Clarita. And this unique bond becomes even more impactful as AI technology advances. In fact, 50% of consumers can spot AI-generated content, and 52% are less engaged when they suspect content is AI-created, writes Luke O’Leary, Vice President of Media Strategy & Operations at NP Digital.

Most people (68%) say AI advancements make it more important for companies to be trustworthy, according to research provided in the State of the Connected Customer report.

AI tools can now help businesses get to know their customers on a deeper level by analyzing browsing habits, purchase histories, and social media activity. With the insights it provides, marketers can create personalized email campaigns and website content that adjusts to individual preferences. While it’s tempting to try all these 2025 marketing trends at once, the challenge is figuring out how to use these tools in ways that still feel natural.

Here are some real-world examples:

• A Newhall bookstore uses AI to suggest personalized reading lists for customers based on their past purchases and browsing behavior.
• A family-run bakery sends automated birthday discounts to customers, making them feel valued and appreciated.
• A local pet grooming service tailors appointment reminders and product recommendations based on each pet’s grooming history and preferences.

3. The New Search Landscape: Local Visibility in a Changing World

The way people find local businesses is undergoing a dramatic transformation. Of all the 2025 marketing trends to watch, this one will be impossible to ignore. According to Gartner, traditional search traffic is predicted to drop by 25% by 2026, as consumers embrace new ways of finding information. Here in Santa Clarita, this shift is already visible as more residents turn to social media, voice search, and AI-powered platforms to find local services and businesses.

This shift requires a fresh look at how your business shows up online and connects with potential customers. Enter AI generative search, voice search optimization (VSO), and social media search. I know–it’s irritatingly technical. But the concepts are easy to follow.

AI generative search is the box of information that now appears at the top of a Google search page; it typically includes a quick written answer, articles, sources, videos and other links. That’s Google’s AI tool–answering your question without you ever having to click on a website. If you’re the business providing those answers, however, you just lost a click to your website … and a potential customer.

Voice search optimization means making your online content easier to find when people use voice assistants like Siri or Alexa. By using natural, conversational language and focusing on local search terms, you can increase the VSO of your content. Whether someone’s asking Siri for “the best photographer near me” or searching Instagram for local restaurants, your business needs to be visible–or audible.

Social media search is the process of finding information, products, or content within social platforms using keywords, hashtags, and AI-driven suggestions based on preferences and behaviors. It means plenty of people are now searching for things on social platforms the way they used to search on Google. In 2025, social media is expected to function as a powerful, if unpredictable, search engine to optimize for. 

There are some easy steps you can take to stay in favor of the algorithm. Focus on updating your social media profiles with local keywords, creating conversational content that answers common customer questions, and maintaining accurate business listings across all platforms.More importantly, focus on your owned content. (Check out #4.) 

Here are some real-world examples:

• A local yoga studio optimizes its Instagram bio with location-based hashtags and keywords to attract nearby customers.
• A home care services provider ensures its business listings are accurate across Google, Yelp, and Facebook.
• A bakery creates engaging video content showcasing their daily specials to boost local visibility, capturing customers who search for “best gift shops near me.”

Lifestyle Marketing Photography & Personal Branding for Brian & Lindsay Schlick

4. Owned Content: Your Digital Business Storefront

Owned content is simply that: content that you own. You pay to own your website, and you own your contacts–the list of people who have signed up for your emails or texts. You also own the content you create. However, we don’t own social media platforms, media coverage, or influencer content. Think of owned content as your 24/7 storefront in the digital world, and everything else is billboard space you have to rent. The goal is to get as many people inside your store as possible, not standing on the corner staring at your billboards. 

Not just one of the 2025 marketing trends, owned content is a lasting shift–especially since search behaviors are changing. We can’t count on getting in front of people with the strategies we’re used to (e.g. a marketing plan that relies primarily on social media outreach). Even our search engine optimization (SEO) approaches require an overhaul. When so much is outside of our control, it makes sense to invest as much as possible in the forms of marketing and content you can control: contacts, web domains, and original content. 

How do you get ahead of the curve in 2025? HubSpot experts recommend focusing on “the trifecta of channels:”

1. Long-form Blog Content: in-depth articles that provide substantial value and expertise on a specific topic, helping establish authority and attract a targeted audience through search engine optimization (SEO) and voice search optimization (VSO) 
   
2. Weekly Email Newsletters: regularly delivered emails summarizing recent content, updates and company news, to keep subscribers engaged and informed about your offerings
3. Executive Social Content: thought leadership content and posts shared by company leaders on social platforms like LinkedIn, to showcase their insights on industry trends and grow brand credibility

This combination is particularly powerful for local businesses because it allows you to showcase your deep understanding of both your industry and our community. Your blog can address specific challenges faced by Santa Clarita residents. Social media can be a place where you connect with other residents over shared interests, like charity events, arts organizations, and common values. Meanwhile your email newsletter is keeping your audience informed about your business with engaging and relevant content that makes them feel supported, inspired or entertained. When you’re ready to launch something new, you’ll have people informed, engaged and eager to sign up. 

5. Video: Short-Form Content for Local Impact

Continuing its years-long reign as the most popular content type, video has become an essential tool for connecting with your audience. Platforms like YouTube Shorts, Instagram Reels, and TikTok offer unique opportunities to showcase your business’s personality and expertise in bite-sized, engaging formats.

Whether you’re sharing a behind-the-scenes look at your business, showcasing customer testimonials, or offering quick tips specific to your industry, video content helps build the trust and familiarity that people value. Interactive features such as polls, live Q&As, and direct messaging can further engage your local audience, creating a two-way conversation that strengthens community connections.

As marketers shift focus to owned content, video remains a powerful force–not only for social media but also for website performance. Using video on your website can significantly boost engagement, keeping visitors on your site longer and increasing the likelihood of conversions. Search engines prioritize websites with rich media, meaning video content can improve SEO (and, potentially, VSO) rankings and help potential customers find you more easily. To stay ahead, businesses should connect with their audience in fresh, engaging ways. Additionally, regularly analyzing video performance metrics will help refine content strategies and ensure maximum impact. Of all the 2025 marketing trends, your audience will be watching this one. 

Here are some real-world examples:

• A Santa Clarita fitness studio creates Instagram Reels featuring quick workout tips and client success stories to inspire potential members.
• A local boutique shares TikTok videos showcasing new arrivals and styling tips to drive in-store visits.
• A family-owned café films behind-the-scenes clips of their baking process for YouTube Shorts to build an emotional connection with customers.
• A home improvement business utilizes live Q&As on Instagram to answer common homeowner questions and build trust.

By embracing short-form video content, businesses can enhance their visibility, engage with their audience authentically, and ultimately drive growth in 2025. Those are some 2025 marketing trends we can get behind!

Visual Marketing Education 

At SchlickArt, we know your marketing visuals are only effective if you actually use them. That’s why we help you create powerful photography and video – and then we teach you how to share it. With each session, we’ll give you our best tips based on your specific marketing goals. We provide the education and resources you need to brand your content, integrate it into your marketing strategy, post it with intention, and maximize engagement along the way. 

If you want even more tips and resources on the top 2025 marketing trends and more, we have an educational blog, newsletter and video channel to help you dive deeper, as well as professional presentations, workshops, and coaching sessions if you’re ready to take action and level-up your marketing now. 

About SchlickArt 

SchlickArt, a luxury visual marketing company based in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of authenticity that shines through every camera lens. Built on a philosophy–rather than a product, service or person–SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt. For more 2025 marketing trends, watch schlickart.com/blog. 

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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