Six Marketing Trends That CMOs Should Pay Attention To

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Rafael Schwarz is managing director at TERRITORY Influence , a leading social media and influencer marketing agency.

In today's interconnected world, various themes, including digitalization, culture, industry, society, technology and social media, constantly influence one another. Innovation in any of these areas can significantly affect the others and the effectiveness of marketing strategies that target them.

In this article, I'll take a look at six key marketing trends that I believe will be vital for CMOs to pay attention to in 2025 and beyond.

According to research from Stackla, 83% of consumers express a desire for brands to demonstrate greater authenticity and creativity. One promising method for addressing this demand is through collaborations between individuals and brands. While partnerships between people and brands are not new, the current trend features unexpected combinations of diverse industries, styles and subcultures that foster new creative perspectives.

The supremacy of traditional Google search is diminishing. An increasing number of individuals are turning to social networks and AI-driven agents for information.

In the realm of social search, algorithms and influencers dictate what is shown to users. AI-assisted systems consolidate, filter and analyze search results from various sources, leveraging both text and visual content while anticipating user intentions. As a consequence, the complexity of SEO optimization has escalated, with keywords and hashtags no longer doing the trick. I believe organizations must integrate the visual focus of Instagram, the continually evolving trends on TikTok and the algorithms of ChatGPT into their SEO strategies.

Content on social networks has traditionally prioritized speed, simplicity and enticing presentation. However, in an age marked by fake news and AI-generated content, a robust counter-movement toward a culture of knowledge is taking shape. Whether through DIY tutorials or discussions of previously taboo topics, users are increasingly leveraging social media to generate specific niche knowledge.