The end of the year is usually the usual time to make predictions, trying to draw the outlook for the marketing, advertising and communication industry for the coming months. The experts of the World Federation of Advertisers (WFA) They have done the same and have presented five trends that they believe will set the pace of the sector throughout 2025.
Retail media reaches maturity
The federation of advertisers considers that retail media will grow both in breadth, as more providers offer advertising space, and in depth, as the range of options and opportunities increases. “We believe the market will become more mature as industry standards are increasingly adopted and levels of market knowledge improve.“, they explain from WFA.
Retail media should be part of a broader advertising strategy
However, there will be challenges. The main one is the measurement in said media retail spaces, as well as in the overall advertising strategy. Advertisers are reminded that, in order to optimize investments, retail media must be part of broader planning that includes impact on different media.
Balance between sustainable commitment and business reality
The sustainability It has been part of the companies’ purposes for a long time, but there is still room to consolidate its presence in the internal culture. WFA points out that one of next year’s challenges will be to promote the change in internal behavior necessary to integrate sustainability into the brand strategy and adopt innovation at the product, service and business model level and change internal mentalities.
That is, marketing managers must demonstrate in 2025 that sustainability is a value-generating factor, not a cost. In this sense, a balance must be found between results and commitments to achieve both short-term growth and long-term opportunities and meet the needs of a broader set of stakeholders.
Scrutiny on food and beverage advertising
The food and beverage sectors are being targeted regulatory scrutiny. Markets in Latin America, Europe and Asia are launching measures aimed at preserving the health of consumers and that directly impact the commercial communication of brands.
Sugar or alcohol are some of the key substances in regulation. However, WFA considers that the self-regulation efforts of brands in order to demonstrate their commitment to customer well-being and meet common public health objectives.
Focus on people and culture
The artificial intelligence will be a great protagonist during the coming months, just as it has been in recent years. Its potential and opportunities have led many companies to review their transformation agendas, but at the same time they pose challenges for organizations.
That is why, in the face of the technological maelstrom, companies must focus on developing a solid corporate culture, an intelligent marketing strategy that puts AI at the service of objectives; and a talent that knows how to take advantage of the possibilities of technology to grow the business.
Back to basics
Related to the above, the omnipresence of technology will also lead many marketers to recover some Essential Strategies and Back to Basics in order to promote their brands. The intention is to achieve differentiation and different results.
“In a world where technological solutions threaten homogeneity and emerging e-commerce platforms risk becoming commoditized, the power of brands will be more important than ever.“, they point out from WFA. In 2025 it will be necessary to emphasize the marketing capabilities that add value in a changing landscape.
