2025 Marketing Trends: Intelligence-Led Strategies for the Future

2025 Marketing Trends: Intelligence-Led Strategies for the Future

The marketing landscape is rapidly evolving, and 2025 will demand a sharper, intelligence-led approach. To cut through the increasing noise and competition, brands must focus on data-driven insights, behavioural science, and AI-powered personalisation to truly connect with their audiences.

For those of you who know me, you will know I will go into far too much detail. So, I have given as concise a snapshot as possible; here are the key takeaways:

• Retail Evolution: Hybrid Shopping is here to stay, blending digital convenience with enriched in-store experiences.

• The Social Shopping Revolution Continues, with platforms like TikTok and Instagram redefining how consumers discover and purchase.

• AI is Transforming Consumer Journeys, from hyper-personalised marketing to AI-powered search and advertising.

So, whilst I will do my very best to remain concise, here are these trends in a little more depth.

Many of you will know my scepticism on the ‘Generational Cohort’ obsession by marketeers, and with my obsession for personalisation in targeted marketing, you may may raise an eyebrow or two at the Gen X, Y, Z references below. It was the only way to stay concise!

Retail Reinvented: The New Hybrid Shopping Model

The balance between digital and physical retail has shifted. Consumers now want the best of both worlds—convenience online and tangible, immersive experiences in-store. Brands must adapt by enhancing both their digital platforms and in-person engagement.

What’s Driving the Shift?

• Interactive & Immersive In-Store Experiences – Product demonstrations and free samples are increasingly motivating consumers to visit physical stores. FOUR have taken this one step further forward with two cutting edge engagement platforms…

• Blending Physical & Digital (Phygital) (I am not a fan of this term) – The seamless integration of online tools within stores is becoming essential to streamline the shopping experience.

• Diverse Demographic Preferences:

• Gen Z thrives in tech-enhanced, interactive shopping spaces.

• Baby Boomers prioritise store cleanliness and ease of navigation (76%).

• Gen X leads purchases in high-investment categories like furniture and automitive.

• Category-Specific Buying Behaviour:

• Groceries and everyday essentials still lean heavily toward in-store shopping , while online convenience services like click-and-collect continue to rise.

• Luxury goods remain predominantly in-store, with only circa 16% of consumers preferring to buy them online.

• Gen Z prefers physical retail for entertainment items such as video games.

Key Insight:

Retailers must develop a seamless omnichannel strategy that enhances in-store engagement while ensuring digital efficiency, optimising personalisation and experience wherever possible. I have recently spent time with EE in their store in Chantry Place Norwich is pretty awesome!

The Social Shopping Boom: Commerce Meets Culture

Social media is no longer just about brand exposure—it’s an integral part of the shopping journey. Consumers now discover, engage with, and purchase products seamlessly within platforms like TikTok and Instagram. Our very own Jo Booth drives insights and activations on this, drop her a line!

How Social Shopping is Evolving:

• New Channels for Discovery:

• Social media ads are now the leading method of product discovery for Gen Z.

• In-store displays and peer recommendations also play crucial roles in purchase decisions.

• Influence of Younger Audiences:

• Gen Alpha is increasingly using social platforms for shopping inspiration.

• Brands must engage ethically, ensuring their marketing aligns with responsible practices for younger consumers.

• TikTok’s Rise as a Retail Powerhouse:

• Our research team suggest that more than 25% of TikTok users have made purchases directly through TikTok Shop.

• Success on the platform is driven by competitive pricing, authentic social proof, and engaging short-form content.

• Balancing Influence vs. Audience Size:

• While TikTok leads in shaping cultural trends, platforms like Facebook and Instagram maintain broader audience reach.

Key Insight:

Brands must develop a dynamic social commerce strategy that combines trend-driven engagement with direct purchasing pathways.

AI-Led Consumer Engagement: The Next Frontier

Artificial intelligence is no longer a futuristic concept (in-fact is has been around for years, but now it’s actively shaping how consumers search, shop, and interact with brands.)

AI’s Role in Transforming Retail & Marketing:

• The Future of Search:

• Gen Z is increasingly using AI chatbots and platforms like ChatGPT instead of traditional search engines; yes, they are feeding the new beast.

• AI-driven search adoption is accelerating, surpassing past trends like voice search, which took a decade to gain traction. (Martin Roche – Head of FOUR Digital)

• Personalisation as a Standard:

• Consumers now expect tailored recommendations, seamless transactions, and real-time inventory updates.

• Shoppers active on platforms like Reddit an

• d Snapchat show higher receptivity to AI-powered personalisation.

• The Growing Importance of Trust:

• Almost half of all consumers prioritise trust and transparency when interacting with AI-powered retail solutions.

• Brands must focus on ethical AI deployment to maintain consumer confidence.

• AI-Driven Advertising Gains Acceptance:

• 40% of consumers are comfortable with AI-generated advertising content.

• AI enables brands to create highly relevant, real-time marketing campaigns tailored to individual preferences.

Key Insight:

Retailers and marketers must integrate AI to enhance engagement, ensure trust, and drive seamless consumer experiences. However, we MUST ensure it is relevant, ethical and authentic- AI will make many marketing approaches lazy!

The Future of Marketing: Intelli

gence-Led Strategies Will Define Success

As many will know my background in specialist operations has brought my obsession for intelligence-led approaches forward at every opportunity. As we move into 2025, brands must embrace intelligence-led marketing to stay ahead. The ability to harness data-driven insights, AI-enhanced personalisation, and omnichannel optimisation will separate market leaders from those who fall behind.

Here’s what businesses need to focus on:

Smart Data Utilisation – Leveraging consumer insights to create highly targeted marketing strategies.

Scalable Personalisation – Using AI to provide tailored experiences at scale.

Omnichannel Excellence – Bridging online and in-store experiences for a seamless journey.
Ethical AI & Transparency –

Building trust through responsible AI-driven solutions.

Social-First Selling – Adapting strategies to where consumers are actively engaging and purchasing.

For businesses looking to remain competitive, intelligence-led marketing is no longer a trend—it’s a necessity.

About FOUR
FOUR is a leading PR and creative agency with over 60 years of experience in brand storytelling, consumer engagement, and intelligence-led marketing strategies. If you’re looking to refine your marketing approach for 2025, get in touch with our team today.