With the advancement of technologies and the sophistication of digital tools, 2024 consolidated marketing practices marked by creative campaigns and innovative strategies. As brands become more reliant on data and artificial intelligence to connect with consumers, personalization has gained unprecedented prominence. However, with this new power also comes great responsibility.
Marketing in 2025 will require a more ethical and transparent approach, with brands caring not only about data accuracy but also about how this data is managed and used. The coming year promises to be a milestone in the evolution of more human and conscientious marketing practices.
Brands will need to connect with consumers more deeply, offering authentic experiences that respect their privacy. Additionally, the use of e-commerce platforms as communication channels will be essential to win over audiences at the moment of purchase decision, while creating content that delivers real value to consumers will become increasingly crucial for building trust. Check out the marketing trends for the coming year:
1. Ethical Personalization
According to All Set CEO Leopoldo Jeiressati, marketing is no longer limited to demographic data. The analysis now involves deeply understanding consumers’ emotional and behavioral needs. “Brands face the challenge of connecting authentically, but this is only possible when there is responsible management of collected data,” emphasizes the executive. With the increasing use of artificial intelligence, brands have access to vast amounts of information, but it is crucial that they respect consumer privacy and consent. Sensitive data, such as intimate health information or pregnancy test results, require careful and transparent handling.
2. Retail Media as a Strategic Channel
Another major bet for 2025 is retail media, which is emerging as a powerful channel for brands to connect directly with consumers at the moment of purchase decision. E-commerce platforms like Mercado Ads have become strategic branding channels, and All Set, a pioneer in the in-house model in Brazil, has helped brands like Mercado Ads and Pepsico explore these platforms.
According to eMarketer research, investment in retail media is expected to grow by 30% in 2025. “This trend presents a great opportunity for brands to connect with consumers more assertively and personally,” explains Jeiressati, highlighting the importance of transparency in data usage during this process.
3. Use of Smarter Content
Marketing is also advancing toward creating smarter content that dynamically adapts to consumer preferences and needs. The focus is on developing content that is not only personalized but also more relevant and less intrusive, leveraging data to create communication that makes sense and delivers real value.
This movement aligns with consumers’ growing desire for a more authentic and meaningful experience. “The future of marketing will depend on brands’ ability to use data to create content that adds value while respecting consumer choices and privacy,” concludes Jeiressati.
All Set, with its innovative approach and in-house model, is positioned as a reference in data management and ethical personalization. With consumers increasingly attentive to corporate practices, 2025 promises to be a pivotal year for brands seeking to balance technological innovation and social responsibility, achieving financial results alongside a positive impact on society.
