6 Tips to engage your marketing and ad positioning in 2025

One search recent RD Station shows that 36% of companies still do not have well-defined marketing goals, and 75% failed to meet their goals last year. More than 1,800 marketers from various parts of Brazil were heard 78% said they have growth expectations in 2024 and 49% claim to have received more investments for this year, which increases development confidence in the future.

According to Rafael Michelucci, CEO of Unik Group, an innovative ecosystem that offers complete 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 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 excel will be those capable of creating meaningful and personalized experiences for consumers, while demonstrating a genuine commitment to growing social and environmental values. Invest in strategic marketing and building a relevant brand identity has left to be a need and become a vital choice.

With an eye on this scenario, Unik has separated six tips so that your company can look safely and targeting the marketing sector. 

1. Measure the community

Community measurement will be crucial.It is no longer the figure of large influencers with millions of followers, as they have lost the ability to generate real authenticity.The focus will shift to microcommunities and creators with genuine impact, those who have an authentic and strong voice within highly engaged niches.It is these influencers who really 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 are leaving behind the era “bege”, 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 & innovative insights & empathy & that will stand out. Brands that take risks and embrace off-the-beaten-path narratives will win the attention of the public 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, which connect lived experiences with the emotions of the public. Basically, marketing is about making people believe they need something they did not 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 be just heard or read (IT will be experienced.

4. Customers as co-creators 

We are already starting to see this in the universe of influencers, but in 2025, collaboration will be taken to a new level. Brands will make room for mass personalization, inviting customers to contribute ideas, designs and even campaigns. The era has come to an end when a brand imposed its message unilaterally. Success will come from listening to the voice of the customer and allowing him to tell the story of the product from his own look, adding meaning and authenticity to their communities.

5.Leave back the campaign“single size” 

The “ approach will be completely overcome. Identifying the audience will no longer be a matter of demographics or traditional metrics. In 2025, it will be critical to understand values, beliefs and behaviors 'WHAT really matters to people. Segmentation based on deeper data will allow you to tell different stories in different channels, respecting the formats and languages of each platform.In addition, more integrated omnichannel strategies will provide consistent and personalized experiences, ensuring that the right message reaches the right person at the right time.

6. It is necessary to position yourself on real causes

New generations are increasingly critical and demand that companies clearly position themselves on real causes such as climate change, inclusion and social impact. By 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 their own.

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.