6 Tips for Engaging Your Marketing and Advertising Positioning in 2025

One research Recent data from RD Station reveals that 361,361 companies still lack well-defined marketing goals, and 751,751 failed to meet their goals last year. More than 1,800 marketing professionals across Brazil were surveyed; of these, 781,781 said they expect growth in 2024, and 491,491 claim to have received more investment this year, which increases confidence in future development.

According to Rafael Michelucci, CEO of Unik Group, an innovative ecosystem offering comprehensive solutions in media, production, creation, technology, and artificial intelligence, marketing is essential for connecting a brand to its target audience. "In an increasingly competitive and information-saturated landscape, a brand's ideal positioning in 2025 goes beyond a well-crafted marketing strategy; it demands authenticity, purpose, and emotional connection. The companies that will stand out are those capable of creating meaningful and personalized experiences for consumers, while simultaneously demonstrating a genuine commitment to social and environmental values. Investing in strategic marketing and building a relevant brand identity has ceased to be an option and has become a vital necessity for growth and prosperity in today's market," states Michelucci.

Considering this scenario, Unik has separated six tips so your company can look at the marketing sector with security and direction. Check them out: 

1. Measuring the community

Community measurement will be crucial. It's no longer about large influencers with millions of followers, as they've lost the ability to generate genuine authenticity. The focus will shift to micro-communities and creators with genuine impact, those who possess a strong, authentic 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 trust relationships will be more relevant than simply measuring reach.

2. Creativity as the protagonist

Fortunately, we're leaving behind the "beige" era, which attempted to please everyone without a 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 dare to take risks and embrace unusual narratives will capture public attention in a world saturated with content.

3. Storytelling

Storytelling will make a triumphant return, but with a new differentiator: authenticity and immersion. We need real stories that connect lived experiences with the audience's emotions. Fundamentally, marketing is about making people believe they need something they didn't even know they wanted. In 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're already starting to see this in the influencer universe, but in 2025, collaboration will take things to a new level. Brands will open the door to mass personalization, inviting customers to contribute ideas, designs, and even campaigns. The era of a brand imposing 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 audiences will no longer be a matter of demographics or traditional metrics. By 2025, understanding values, beliefs, and behaviors – what truly matters to people – will be critical. Deeper data-driven segmentation will enable us to tell distinct stories across different channels, respecting the formats and languages of each platform. Furthermore, more integrated omnichannel strategies will provide consistent and personalized experiences, ensuring the right message reaches the right person at the right time.

6. It is necessary to take a stand on real issues.

New generations are increasingly critical and demand that companies take clear stances on real issues, such as climate change, inclusion, and social impact. By 2025, companies without genuine actions to contribute to a better world will lose relevance. Purpose and profit will walk hand-in-hand, and consumers will support brands that, in addition to offering quality products, share values aligned with their own.

These 2025 trends signal the dawn of a new era for brands: more human, more connected, and more creative. The path to success will lie in actively listening, constantly innovating, and co-creating with audiences, building authentic and impactful relationships.