2025年营销现状报告

Data-driven growth tactics and emerging trends toguide marketers into an AI-first business landscape. Looking ahead FOREWORDAI-powered marketing INTRODUCTIONTo capture audiences, marketing STRATEGY + TEAM TRENDSThe marketing tides are shifting to is leading to easier,breezier growth meet changing expectations forvalue-driven content needs to be intelligent, visual, andbrand-led 07 03 Are you there, chatbot? Audiences want to connect with Smarter, better, faster, and more brands that are present wherethey are It’s me, overwhelmedmarketer human content campaigns 34 24 FOREWORD AI-powered marketingis leading to easier,breezier growth marketers are changing up their strategies. On the brink of a major shift inmarketing, it’s time to go all in on AI Anyone else get a new best friend at work this year? Is yours also named Claude? Or Gemini?Or ChatGPT? It’s been a transformative year thanks to the widespread adoption of AI tools foreveryday tasks — personal and professional. 82% strategies were effective in 2024. that have changed the way we all do marketing. We built a custom AI agent in Slack that really blewour minds, ran a clever brand awareness campaign during the New York Marathon, and launchedBreeze, HubSpot’s own AI copilot for marketing, sales, and customer service. in helping marketers connect with their audiences. The marketing teams with connected CRMs likeHubSpot are more confident in taking on their biggest challenges, like data privacy concerns, risingcustomer expectations, and the demand for authentic, personalized content. marketing strategies were effective in 2024. insights from 1,200 marketers and industry leaders. We’ll catch you on the podcast for ongoingupdates throughout the year. Thanks for reading! of marketers who don’t have a CRM felt their Marketers need to think — ‘A year from now, will I feellike I’ve learned enough, tested enough, and evolvedour strategies enough to keep up with the shiftinglandscape?’ The next decade will look a whole lot crazier Supercharge yourmarketing with AI solution that unites the power of content marketing with world-classlead generation and marketing automation tools. increase in web trafficafter 12 months. leads at six months. INTRODUCTION To capture audiences,marketing needs tobe intelligent, visual, repurposing, giving them time to engage audiences morepersonally with rich content. The AI marketing landscape is opening upspace for creative, brand-led content During the past year, marketers have embraced AI tools, which has opened up new data privacyand quality concerns. And despite a more robotic future powered by generative AI, brands areleaning into content that shows their brand values, and personality-led content made by creators. Marketing is going to change in2025. Instead of scaling traffic,we need to scale attention. It’sdifferent. Marketers need tolearn a new skill set. A lot of thescience of marketing will get Australia, we explored what marketing teams are focusing on in 2025, what’s blocking them fromgrowth, and what’s driving impact. SVP of Marketing, HubSpot STRATEGY + TEAM TRENDS The marketing tidesare shifting to meetchanging expectations their content strategy, goals, and top channels. As marketers seek attention,they’re leaning towardsauthentic content content. Along with a shift towards more personalized marketing to meet current expectations,AI is impacting roles and responsibilities for marketers. And underpinning every marketingeffort in 2025 will be a need for data-driven strategy and a plan to attack data privacy. boosts sales. strategy is no longer anice-to-have, but dataprivacy is a concern. building a content-rich,social-driven future. their focus on Millennialand Gen Z audiences. investments in brand-ledmarketing, andauthenticity resonates. Both B2B and B2Cmarketers are ramping uptheir focus on Millennialand Gen Z audiencesTREND #1 personal and professional decisions. Gen Zers and Millennials grew up online, makingthem easy to target, but also making them the hardest audience to reach for bothB2B and B2C brands, according to our recent survey. audience of decision-makers, and interest in targeting Gen Zers is up year over year.Interest in marketing to Gen Xers and Baby Boomers is down more than 30% year SEE THE TREND IN ACTION GET THE TOOLS OF THE TRADE Jaguar revamped their brand in 2024 in an effort to reach Gen Z andMillennial buyers, and to lean into their new electric vehicle (EV) models.They know that today’s car shoppers care about the environment and According to Deloitte, 64% of Gen Zers and 63% of Millennials are willing to pay morefor environmentally sustainable products. And one in four Gen Zers and Millennials havereduced their relationship with a business due to unsustainable practices. This generation is When considering whereGen Zers and Millennials most often engage online, consumptionhabits are different for each group. Gen Zers spend time on social