A recent RD Station survey shows that 36% of companies still do not have well-defined marketing goals, and 75% did not achieve their goals last year. More than 1,800 marketing professionals from various parts of Brazil were surveyed, with 78% expecting growth in 2024 and 49% claiming to have received more investments for this year, increasing confidence in future development.
According to Rafael Michelucci, CEO of Grupo Unik, an innovative ecosystem that offers complete solutions in media, production, creation, technology, and artificial intelligence, marketing is essential to connect a brand with its target audience. “In an increasingly competitive and information-saturated scenario, the ideal positioning of a brand in 2025 goes beyond a well-crafted marketing strategy; it requires authenticity, purpose, and emotional connection. Companies that stand out will be those capable of creating significant and personalized experiences for consumers while demonstrating a genuine commitment to social and environmental values. Investing in strategic marketing and building a relevant brand identity is no longer an option but has become a vital necessity to grow and thrive in the current market,” Michelucci states.
In view of this scenario, Unik has outlined six tips for your company to look securely and strategically at the marketing sector. Check out:
1. Measure the community
Community measurement will be crucial. It’s no longer about the figure of big influencers with millions of followers, as they have lost the ability to generate real authenticity. The focus will shift to micro-communities and creators with genuine impact, those who have an authentic and strong voice within highly engaged niches. These are the influencers who truly shape behaviors and convert metrics into tangible results for brands. By 2025, understanding real connections and relationships of trust will be more relevant than simply measuring reach.
2. Creativity as the protagonist
Fortunately, we are leaving behind the ‘beige’ era, which tried to please everyone without personality. The future demands boldness, authenticity, and above all, originality. Generative Artificial Intelligence will automate basic tasks, but it will be human creativity – with innovative insights and empathy – that will stand out. Brands that take risks and embrace unconventional narratives will capture the public’s attention in a content-saturated world.
3. Storytelling
Storytelling will make a triumphant return, but with a new differential: authenticity and immersion. We need real stories that connect lived experiences with the emotions of the audience. Ultimately, marketing is about making people believe they need something they didn’t even know they wanted. By 2025, this will translate into more engaging and immersive narratives, driven by technologies like Augmented Reality (AR) and Virtual Reality (VR). Stories will no longer just be heard or read – they will be experienced.
4. Clients as co-creators
We are already beginning to see this in the influencer universe, but by 2025, collaboration will be taken to a new level. Brands will open up space for mass customization, inviting customers to contribute ideas, designs, and even campaigns. The era where a brand imposed its message unilaterally is over. Success will come from listening to the customer’s voice and allowing them to tell the product’s story from their own perspective, adding meaning and authenticity to their communities.
5. Leave behind the “one size fits all” campaign
The “one size fits all” approach will be completely outdated. Identifying the audience will no longer be a matter of demographics or traditional metrics. In 2025, it will be crucial to understand values, beliefs, and behaviors – what truly matters to people. Data-driven segmentation will allow telling different stories on different channels, respecting the formats and languages of each platform. Additionally, more integrated omnichannel strategies will provide consistent and personalized experiences, ensuring the right message reaches the right person at the right time.
6. Taking a stand on real issues is necessary
Youth generations are becoming increasingly critical and demand that companies take a clear stand on real issues such as climate change, inclusion, and social impact. In 2025, companies without genuine actions to contribute to a better world will lose relevance. Purpose and profit will go hand in hand, and consumers will support brands that not only offer quality products but also share values aligned with theirs.
These trends for 2025 signal the beginning of a new era for brands: more human, more connected, and more creative. The path to success will be in actively listening, constantly innovating, and co-creating with the public, building authentic and impactful relationships.
