A CleverTap, digital marketing platform specialized in user retention and engagement, just published a report on the five main trends that could define the customer marketing and engagement market in 2025. The material provides insights on the strategies that companies should adopt in the coming year to succeed in business
Previously celebrated, Generative AI (GenAI) has seen the excitement around it diminish in just one year. With that, here are some of the main customer engagement and retention trends that will certainly have an impact during 2025
- From “push” to “pull”: The wave of interactions driven by GenAI
With the mass adoption of GenAI in 2024, communication became led by the customer. The industries witnessed a change, with consumers using queries as the main form of interaction with brands. In 2025, this movement will become even more consolidated, moving from click and touch-driven interactions (push) to dynamic experiences, based on conversational prompts and driven by GenAI (pull). Despite the reduction in the number of touchpoints for marketing professionals, the quality of interactions will become more important as companies learn to optimize them. GenAI will continue to increase efficiency, allowing brands to gain insights and feedback in real time, making improvements more effectively and quickly
- Personalization vs. Privacy: Balancing the Approach
Personalization is essential for marketing professionals. However, for today's customers, hyper-personalization only works when it is contextual and transparent. Thus, marketing professionals will need to adopt an approach that prioritizes privacy when creating meaningful experiences. Investing in mechanisms for collecting first-party and zero-party data will be essential. By prioritizing transparency and protecting user data, companies will be able to strengthen customer trust and loyalty
- Martech Evolution: From a Fixed Technology Stack to a Living Cartography
The Martech landscape is rapidly changing to meet new demands, but many companies still operate with fragmented technologies, composed of isolated tools. This creates challenges, because the failure of an effective solution can cause a domino effect throughout the system. The concept of "living cartography" emerges as a promising solution. This approach envisions a dynamic and interconnected ecosystem, in which tools adapt and evolve in real time. For marketing professionals, this means greater agility to meet the increasing demands of customers
- The Rise of AI Agents
AI agents represent the next evolution in this scenario and are expected to grow significantly in 2025. They go beyond basic answers, promoting smarter interactions. Companies will invest in this type of functionality to analyze sentiments in real time, personalizar recomendações e oferecer suporte multilíngue 24/7. Furthermore, we will see AI profiles related to marketing professionals for activities such as customer support and sales. These so-called "co-pilots" will give companies a competitive advantage by automating tasks and optimizing workflows
- Focus on retention rather than acquisition
The current economic and geopolitical situation, together with changes in customer priorities, made the acquisition of new users more expensive and challenging. That's why, companies are recognizing the value of consumer loyalty, replacing the mindset of "growth at any cost" with a focus on retention. Besides hyper-personalization, brands will continue to innovate in their loyalty and incentive programs to meet expectations
Anand Jain, co-founder and director of products at CleverTap, comment:
"The promise of AI in marketing will truly come to life in 2025", moving from a mere disruptor to a trusted enabler, promoting authentic and customer-driven engagement. As brands face this new paradigm, success will depend on genuine connections and the balance between personalization and privacy, while remaining adaptable to customer demands. At CleverTap, we remain committed to guiding companies through these transformations, helping them to advance in their capabilities and build lasting and meaningful relationships with their clients.”
Click hereto download the report: The Customer Engagement Crystal Ball: Top Trends to Watch Out for in 2025
