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<Video
url="https://www.youtube.com/embed/NhBQpvICYuQ?si=ISncJuaF5hhLyeEU"
/>

The digital marketing landscape is constantly evolving, driven by new technologies and shifting consumer preferences. To remain competitive, it is crucial to adapt strategies in line with these changes. Companies that overlook digital marketing trends risk losing customers and missing opportunities to capture new market segments.

Trends highlight effective marketing methods that reduce costs and help boost sales profitability. For instance, a [**McKinsey study**](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-top-trends-in-tech) revealed that companies actively monitoring and adopting modern technologies and trends experience faster profit growth compared to those that do not. Additionally, [**HubSpot reports**](https://www.hubspot.com/marketing-statistics) that the majority of marketers note a significant increase in [**ROI**](https://altcraft.com/glossary/roi-what-it-is-and-who-benefits-from-it) when incorporating current trends into their strategies.

Research indicates that anticipating trends and integrating them into strategies positively impacts businesses. That’s why we’ve explored what trends lie ahead in 2025 and what to expect from the marketing of the future.

## What trends will shape 2025

The upcoming year is expected to bring key trends that will define business strategies and customer interactions. Let’s take a closer look at some of them.

### Artificial intelligence, ML, and hyper-personalization

In recent years, AI and machine learning have become integral not only to daily life but also to business operations. It’s hard to envision the future of marketing without these technologies. Investments in these areas will continue to grow, and those who effectively leverage their potential will gain a significant competitive advantage.

By 2026, 80% of companies expect AI in marketing to become a primary growth driver, with widespread adoption across marketing departments. Brands will rely on algorithms to personalize content, conduct [**predictive analytics**](https://altcraft.com/blog/ml-best-send-time), and optimize advertising campaigns. Chatbots and virtual assistants will become essential to the customer experience, automating interactions and support.
Predictions for 2025 include:

- **Enhanced segmentation algorithms:** AI will enable the creation of more detailed customer segments, ensuring precise audience targeting. 
- **Personalized recommendations:** AI will facilitate [**hyper-personalized**](https://altcraft.com/blog/customer-segmentation-models) offers based on user behavior analysis.

In the near future, AI is expected to process significantly more information. It won’t just gather purchase data but will analyze user behavior across platforms, identify emotional reactions to advertising materials, and even predict future needs. For brands, this heralds a new era—an era of hyper-personalization. Companies will be able to offer customers solutions and products before they even recognize their own desires.

### Generative content

The generative AI segment is experiencing exceptionally rapid growth, with an annual increase [**of 73.3%**](https://www.idc.com/getdoc.jsp?containerId=prUS52530724). This is twice the rate of overall AI investments and 13 times faster than the general growth of the information technology sector.

AI will continue to be actively used not only for analytics but also for content creation. This includes texts, images, videos, and even audio, all generated based on specific parameters and data. In recent years, the idea of tools like ChatGPT has become commonplace. AI is already capable of creating articles, graphics, and even entire marketing campaigns tailored to the preferences of target audiences.

**Trends in generative content for 2025:**

- **AI-powered video creation:** Generative models will be widely used for producing video content, such as clips featuring virtual presenters or videos edited entirely by neural networks.

<Img
img="/uploads/enerativniy_kontent_999469528c.png"
alt="The Altcraft team has implemented video generation for blog articles"
src="The Altcraft team has implemented video generation for blog articles"
/>

- **Interactive elements:** Generative content will increasingly incorporate more complex elements, such as surveys, quizzes, tests, and much more. 
- **Augmented reality (AR) and virtual reality (VR):** Generative technologies will become an integral part of AR and VR marketing campaigns. They will create engaging experiences for users, enabling them to interact with products in a three-dimensional space.

<Gallery>
<GalleryItem
original="/uploads/ar_78703ca63b.jpg"
thumbnail="/uploads/ar_78703ca63b.jpg"
description="Implementation of AR-application for ornamental crops nursery"
/>
<GalleryItem
original="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
thumbnail="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
description="The Tiffany & Co brand has been using virtual fitting for a while now"
/>
</Gallery>

### Data privacy and marketing automation

Data protection in 2025 remains one of the key trends as digital technologies become an integral part of our lives. Safeguarding users' personal information is no longer just a legal obligation but a critically important factor influencing consumer trust and brand reputation. Data breaches raise serious concerns among users, and the number of threats to personal information continues to grow each year. Therefore, secure data storage is a top priority for companies.

There is also a noticeable trend toward abandoning cookie collection. For instance, Google [**announced**](https://support.google.com/google-ads/answer/14762010?hl=en&sjid=8505648233251381739-EU) the end of third-party cookie support in its Chrome browser by 2025. This marks the beginning of a new phase in online advertising and data privacy. As a result, companies will need to update their marketing strategies and focus on [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data). This can be achieved through owned channels such as loyalty programs, corporate websites, email marketing, and mobile applications.

In this context, customer data platforms (CDPs) become especially important as they integrate user information from various sources into a unified, profiled database. Selecting the right tools for this process is also critically important. CDPs like [**Altcraft**](https://altcraft.com/en) offer the capability to collect, store, and analyze consumer data, which in turn facilitates more effective customer engagement and minimizes risks associated with data breaches.

<Note>
Data automation was covered in detail [**in the article**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development).
</Note>

### Microtargeting through IoT (Internet of Things)

With the growing number of connected [**IoT**](https://altcraft.com/glossary/iot-what-it-is-and-how-its-used-in-marketing) devices, companies are expected to collect vast amounts of consumer data. Applying machine learning and artificial intelligence methods to analyze this data will enable more precise audience segmentation and consumer behavior prediction. For example, devices will become more predictive in selecting temperature settings, lighting preferences, or even musical choices based on user habits.

Advertising through IoT will feel more natural due to its integration into people's daily activities. Even now, a recommendation reminding someone to buy new water filters is perceived more as helpful information rather than intrusive advertising.

IoT technologies are already being used to determine users' locations through geolocation. For instance, when someone walks past a store, they might receive a notification about discounts or special offers.

IoT-based advertising, relying on precise targeting and data analysis, has the potential to significantly increase [**ROI**](https://altcraft.com/blog/roi-romi-roas-difference). More targeted marketing leads to higher engagement and, consequently, an increase in sales.

### Short videos, UGC, and EGC

Short vertical videos will remain popular in the coming year. They continue to be one of the key tools in companies' marketing strategies.

User-generated content (UGC) will also gain momentum as brands strive to build more genuine and honest relationships with their customers. Companies will integrate UGC to increase trust and engagement, as potential customers tend to trust the opinions of other users more.

<Img
img="/uploads/ugc_trends_b19a1af6c4.png"
alt="Lululemon’s UGC"
src="Lululemon’s UGC"
/>

In addition to UGC, companies will continue to adopt EGC (employee-generated content). This format involves not just employees, but key staff who have an in-depth understanding of the brand, its values, and culture. They share their perceptions of the product and provide insights into their personal experiences working with the company. This type of content is perceived by consumers as more genuine and trustworthy.

<Img
img="/uploads/egc_2daa92cede.jpg"
alt="For example, Anthropologie is actively using the EGC format for TikTok"
src="For example, Anthropologie is actively using the EGC format for TikTok"
/>

## Summary

All in all, success in digital marketing in 2025 will directly depend on how quickly companies can adapt to changes and implement new technologies and approaches. Key trends will remain artificial intelligence and machine learning, which will complement and enhance each other. Neural networks will play a crucial role not only in data analysis but also in developing recommendations for more effective customer engagement across various touchpoints — from social media to offline stores and email campaigns. Marketing automation and an omnichannel approach will continue to be essential trends in handling large amounts of data, helping companies create more personalized customer experiences. Tools like Altcraft Platform will become reliable assistants in this process.



In 2025, digital marketing will rely on AI, machine learning, and omnichannel approaches to deliver personalized, data-driven customer experiences.

trendy-2025.png

About what trends lie ahead in 2025 and what to expect from the marketing of the future.

Trends 2025 in AI and Digital Marketing & Business

Trends for 2025: What Does the Future Hold for Digital Marketing

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url="https://www.youtube.com/embed/Lc6_35sf41w?si=nwDICIO7TMEzG_ni"
/>


Blockchain technology is a topic that has remained popular in recent years, with over [**300**](https://www-demandsage-com.translate.goog/blockchain-statistics/?_x_tr_sl=en&_x_tr_tl=ru&_x_tr_hl=ru&_x_tr_pto=rq#:~:text=More%20than%20300%20million%20people,reach%20%2419%20billion%20in%202024.) million people worldwide using it today. The term is often associated with cryptocurrencies. However, a blockchain wallet is not the only advantage this innovation offers. The technology is chosen for solving other business challenges where data security and transparency are critical. Marketing has also become a field where blockchain is utilized to enhance trust, customer loyalty, and data security across promotion channels. While not a universal solution, it is a highly effective tool for marketers.

In this article, we will explain blockchain in simple terms and explore the advantages it offers for marketing.


## What is blockchain?


**Blockchain** is a decentralized method of data storage across multiple sources, represented as a chain of interconnected, encrypted information blocks. Each element in the chain "communicates" with the others, making it impossible to replace any single block.

**Here’s how blockchain works:** new actions are recorded and verified not by a single source but by a network of computers, all of which have equal rights to process the information. After verifying a transaction, a record of it is added to a new block in the chain and encrypted with a hash (a digital signature).

Although the concept of blockchain technology emerged in the 1990s, it wasn’t realized until the 2000s, when the necessary technical resources became available. The first mention came in 2008 with the description of the first cryptocurrency, Bitcoin. This record was made by an individual under the pseudonym Satoshi Nakamoto (whose real identity remains unknown).

With the growth of the digital environment, blockchain development gained momentum. Today’s blockchain is a mature market, reaching $17.57 billion in 2023. Factors such as the COVID-19 pandemic and the integration of AI accelerated its adoption. Digital transformation and evolving approaches to data security have enabled blockchain to extend beyond the financial sector into other business areas.

The technology ensures security, transparency, and reliable information storage—critical features in a world plagued by data breaches and ever-evolving digital fraud schemes.

<Img
img="/uploads/blockchain_structure_53faeafda2.png"
alt="Blockchain structure"
/>

## Blockchain in marketing


For marketers, the role of blockchain is becoming increasingly significant. The technology helps address several issues:


- False information and news used to attract customers and mislead advertisers. <p>
- Opaque money flows in advertising campaigns, including unclear commissions. <p>
- Traffic manipulation, where fraudsters use bots and other automation tools to inflate activity on websites or platforms through fake engagements.

In marketing, blockchain technology is applied to enhance audience trust, as it ensures that recorded information in the chain’s blocks cannot be altered or falsified. Client data protection, transparency in processes, and loyalty programs are elevated to a new level. Below, we’ll explore examples of how blockchain is used in marketing.


## Enhancing data transparency


Blockchain in business enables tracking financial and other actions related to specific clients. This ensures that no transaction is lost or falsified. Disputes are resolved quickly, which increases customer trust.

Marketers also gain clarity on how budgets are spent when conducting advertising campaigns through third-party individuals and platforms. Additionally, blockchain can eliminate the need for intermediaries, reducing costs and increasing trust in customer data. This gives marketers direct access to collected information, which can then be used to fine-tune advertising campaigns. As a result, marketing campaigns become more personalized and effective.


## Protecting personal data

[**The confidentiality of client data**](https://altcraft.com/blog/how-to-protect-customer-data) has been a pressing issue in the fields of marketing and IT for several years. Policies regarding data usage are changing, and access to third-party [**cookies**](https://altcraft.com/blog/cdp-in-the-world-without-cookies) is being restricted, necessitating new solutions for collecting and storing analytics. This is where blockchain’s efficiency proves invaluable, as it protects client information from loss and theft while ensuring that data remains inaccessible to unauthorized parties.

With blockchain technology, it is possible to regulate data access levels and monitor user behavior while maintaining anonymity if necessary. This approach enhances audience loyalty and trust in the company.


## Combatting marketing fraud

Marketing is not immune to fraud: inflated views, clicks, fake metrics, falsified reviews, and other deceptive actions. These practices result in wasted advertising budgets. Moreover, inaccurate data leads to poorly constructed marketing strategies, causing brands to offer customers products or services that do not meet their needs. This undermines trust and reduces loyalty.

Blockchain eliminates fraud because data within the chain cannot be altered, and every action is recorded. This allows marketers to trace the details of advertising campaigns and ensure accuracy throughout the process.

Another advantage of blockchain is the protection of intellectual property rights for digital products. Information about authorship and ownership is securely recorded in the chain and cannot be falsified. Blockchain technology underpins platforms like [**NFTs**](https://altcraft.com/blog/what-is-nft), where the authenticity of digital assets is of critical importance.


## Developing loyalty systems

Loyalty programs often raise concerns among customers. Unclear and non-transparent methods of awarding bonuses and cashback undermine trust and reduce sales.

How blockchain can improve the situation: it increases the transparency of loyalty programs. Decentralized storage of transaction information eliminates errors and data loss. This ensures that customer purchase data is securely saved and bonuses are awarded accurately and promptly. As a result, customer complaints are minimized, and the entire loyalty program becomes transparent and understandable for marketing teams.

Additionally, costs associated with creating loyalty programs can be reduced, as intermediaries are removed from the process.

## Pros & cons of blockchain for marketing

At first glance, the technology seems like an ideal solution for marketing challenges. However, there are nuances indicating that blockchain is not a panacea. Let’s examine the advantages and disadvantages of this method of working with information.

### Advantages of blockchain

**Security:** The technology ensures data protection, which benefits both marketers (as it prevents competitors from stealing information) and customers, who are guaranteed that their personal data will not fall into the hands of undesirable organizations.

**Speed:** Actions occur directly and with full transparency, making data handling faster.

**Accuracy:** Blockchain’s decentralized verification system helps eliminate errors. It also validates the authenticity of information, which is critical for maintaining a brand’s reputation.

**Increased loyalty:** The safety and transparency of a company’s marketing processes foster greater customer trust, helping to build strong relationships and increase business revenue.

**Future potential:** Blockchain technology is continually evolving and being adapted for new fields. Starting to explore its applications now can give a company a competitive edge in the future.


<Img
img="/uploads/benefits_of_blockchain_88195021a1.png"
alt="Advantages of blockchain"
/>

### Drawbacks of blockchain 

**Cost.** Like other IT technologies, blockchain requires the involvement of highly skilled experts and technical resources. After the system is implemented, it also needs continuous support. The cost of this may be prohibitive for small businesses.

**Complexity.** This technology is still relatively new, so its integration and user understanding remain challenging. There are also issues with scalability and compatibility with other systems. Therefore, blockchain remains complex for widespread adoption at the moment.

**Unclear legal framework.** Decentralized data storage raises many legal questions. As a result, blockchain regulation is still in the process of being established and is constantly changing. New legal documents are being introduced to regulate the technology's operations. 
Additionally, IT corporations (Google, Apple) are tightening data policies, which complicates blockchain implementation.

**Rejection.** Any innovation faces resistance. Blockchain eliminates intermediaries in some marketing processes and leaves fraudsters out of work, which, of course, they don't like. Additionally, marketers are not always ready to adopt the new technology due to its complexity and unfamiliarity.


## Summary

Blockchain is a promising technology where data is not stored on a single resource but distributed across multiple ones. At the same time, all information undergoes multi-party verification and encryption. This approach ensures data security, eliminates the possibility of forgery, and increases process transparency.

For marketing, blockchain is valuable in building audience trust. The technology is used in the storage of personal data, collection of customer information, as well as in fraud prevention and the development of loyalty programs. Blockchain provides security, speed, and data accuracy, which increases customer loyalty and boosts company revenue.

At the same time, there are challenges with implementation due to high costs, user misunderstanding, and an uncertain legal framework. Despite these difficulties, blockchain remains a promising direction in the field of marketing.



Blockchain enhances marketing by ensuring data security, transparency, and customer trust, though challenges include high costs and legal uncertainties.

what-is-blockchain.png

About what blockchain is and look at the benefits it provides for marketing.

Blockchain in Marketing, Its Features, Pros & Cons

Blockchain for Marketers: Transparency and Security in Digital Advertising

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Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

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Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

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Increasing user awareness of your company's offers

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