The directives highlight the fundamental role that branding, AI and influencer marketing will play in brand strategies in 2025
In a context of constant changes and challenges for the marketing industry, COMM Media Group, owner of the leading digital marketing and communication agencies Luxurycomm and Brandscomm, reviews and analyses the main marketing trends for 2025, based on the latest published studies. Cristina Quesada and Rebeca Muinelo, partners of the company and experts in digital marketing, provide an exhaustive review of these trends, providing their vision and offering a practical approach based on their daily experience as professionals in the sector. Thus, the executives address key issues such as the role of branding, the growing influence of artificial intelligence and the effectiveness of influencer marketing, highlighting how these elements will transform brand strategies in 2025.
As revealed in the DMEXCO (Digital Marketing Expo & Conference) report, despite economic uncertainty, 77% of marketing managers plan to maintain or increase their budget for the coming year. Cristina Quesada, partner at COMM Media Group, comments that “The fact that 77% of industry leaders maintain or increase their marketing investments shows that the strategic value of marketing is undeniable, even in times of recession.”
Another relevant development is the positioning of branding as a strategic priority, as 31% of respondents say that in recent years they have invested more in obtaining results than in building their brand. In this regard, Cristina adds, “Brands are beginning to promote the importance of connecting with their audiences. Performance marketing is effective in the short term, but without a strong brand, long-term results are difficult to sustain.”
The study also highlights the continued growth of social media and influencer marketing, with 95% of brands using it and 74% planning to increase investment. In this regard, Rebeca Muinelo, Partner and Director of Influencer Marketing at COMM Media Group, highlights that “Influencer marketing continues to prove its effectiveness when it comes to building communities and showcasing the authenticity of brands. Audiences are looking for true connections and real experiences, and influencers have the ability to provide that in a unique and credible way.”
In addition to what was revealed by DMEXCO, Kolsquare’s “Trends in Influencer Marketing for 2025” report provides an additional perspective on the future of digital marketing. It highlights the growing importance of micro-influencers, who, due to their authenticity and stronger connections with their followers, are gaining relevance in brands’ marketing strategies. According to Rebeca Muinelo, “The effectiveness of influencer marketing lies not only in the reach but in the quality of the connection with audiences. Micro-influencers offer a more personal and authentic approach, resulting in greater impact and engagement.”
Regarding the use of Artificial Intelligence in marketing, the Kolsquare report highlights the growing importance of artificial intelligence in marketing strategies. AI will not only transform the way consumers interact with brands but will also facilitate the personalization of advertising. According to the study, these technologies, along with augmented reality and chatbots, will play a fundamental role in connecting brands with their audiences.
On the other hand, DMEXCO highlights that 84% of companies already use it to generate texts and 61% for translations. However, 63% point to the lack of knowledge in AI as their main challenge. “AI is a powerful tool that allows brands to be more creative and efficient, but it is crucial to train teams to take advantage of its full potential,” says Cristina Quesada.
Finally, the main challenges facing marketing departments include data quality for personalization and targeting (51%) and measuring campaign ROI (47%). “Data and results measurement will continue to be at the heart of marketing strategies, but they must be accompanied by creativity, innovation and a focus on brand building to achieve a lasting impact,” concludes Rebeca Muinelo.
