Onesearcha recent survey from RD Station shows that 36% of companies still do not have well-defined marketing goals, and 75% did not manage to reach their goals last year. More than 1.800 marketing professionals from various parts of Brazil were heard , of these, 78% said they have growth expectations for 2024 and 49% claim to have received more investments for this year, what increases confidence in future development
According to Rafael Michelucci, CEO of the Unik Group, an innovative ecosystem that offers comprehensive solutions in media, production, creation, technology and artificial intelligence, marketing is essential to connect a brand to its target audience. In an increasingly competitive and information-saturated environment, the ideal positioning of a brand in 2025 goes beyond a well-crafted marketing strategy; he demands authenticity, purpose and emotional connection. The companies that stand out will be those capable of creating meaningful 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 has ceased to be an option and has become a vital necessity to grow and thrive in today's market," says Michelucci
Keeping an eye on this scenario, Unik has separated six tips for your company to look at the marketing sector with security and direction. Check it out:
1. Measure the community
The measurement of community will be crucial. It is no longer about the figure of major influencers with millions of followers,because they 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. It is these influencers who truly shape behaviors and convert metrics into tangible results for brands. In 2025, the understanding of real connections and trust relationships will be more relevant than simply measuring reach
2.Creativity as the protagonist
Happily, we are leaving behind the "beige" era, who 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 audience's attention in a content-saturated world
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. In the background, 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 such as 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 starting to see this in the influencer universe, but in 2025, the 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 in which a brand imposed its message unilaterally has come to an end. Success will come from listening to the voice of the customer and allowing them to tell the story of the product from their own perspective, adding meaning and authenticity to your communities
5.Leave behind the "one size fits all" campaign
The "one-size-fits-all" approach will be completely surpassed. Identifying the audience will no longer be a matter of demographics or traditional metrics. In 2025, it will be essential to understand values, beliefs and behaviors – what really matters to people. Data-driven segmentation will allow for distinct storytelling across different channels, respecting the formats and languages of each platform. Furthermore, more integrated omnichannel strategies will provide consistent and personalized experiences, ensuring that the right message reaches the right person, at the right moment
6. It is necessary to take a stand on real causes
The new generations are increasingly critical and demand that companies take a clear stance on real causes, like climate change, inclusion and social impact. In 2025, companies that do not have 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, in addition to offering quality products, share values aligned with yours
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 innovate and co-create with the audience, building authentic and impactful relationships
