{"id":38615,"date":"2025-01-20T21:18:19","date_gmt":"2025-01-20T21:18:19","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/looking-ahead-to-2025-hallam\/"},"modified":"2025-01-20T21:18:19","modified_gmt":"2025-01-20T21:18:19","slug":"looking-ahead-to-2025-hallam","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=38615","title":{"rendered":"looking ahead to 2025 \u2014 Hallam"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><span style=\"font-weight: 400;\">From the rise of generative AI platforms to the growth in social search, technology is reshaping how consumers find and engage with brands. Despite this, human connection will remain paramount in 2025, with more brands finding success via community marketing, employee advocacy, and creator partnerships.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers must balance AI\u2019s efficiency with the authenticity that consumers demand while leveraging holistic measurement techniques such as <\/span><a href=\"https:\/\/hallam.agency\/blog\/media-mix-modelling-for-digital-marketing-the-basics\/\"><span style=\"font-weight: 400;\">Marketing Mix Modelling (MMM)<\/span><\/a><span style=\"font-weight: 400;\"> to optimise performance in what could prove to be a tough economic climate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here we cover six key trends that will have a big impact in 2025, which are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gen AI and social search disruption<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The continued rise of zero-click search<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Growing MMM accessibility\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The community marketing opportunity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Balancing AI and authenticity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Human perspectives and employee advocacy<\/span><\/li>\n<\/ul>\n<h2>Gen AI and social search disruption<\/h2>\n<p><span style=\"font-weight: 400;\">Consumer search behavior is undergoing a profound transformation based largely on the integration of generative AI into search. Today, around <\/span><a href=\"https:\/\/www.searchenginejournal.com\/study-google-ai-overviews-appear-in-47-of-search-results\/535096\/\"><span style=\"font-weight: 400;\">45% of searches trigger AI-generated overviews<\/span><\/a><span style=\"font-weight: 400;\"> directly on search results pages.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-71702\" src=\"https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview.png\" alt=\"AI overview example\" width=\"2296\" height=\"1236\" srcset=\"https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview.png 2296w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-420x226.png 420w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-1024x551.png 1024w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-150x81.png 150w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-768x413.png 768w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-1536x827.png 1536w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-2048x1102.png 2048w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-640x345.png 640w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-1200x646.png 1200w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-1440x775.png 1440w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/AI-overview-1920x1034.png 1920w\" sizes=\"auto, (max-width: 2296px) 100vw, 2296px\"\/><\/p>\n<p><span style=\"font-weight: 400;\">This reduces reliance on traditional click-throughs as more users get answers directly on the SERP, but introduces challenges like potential inaccuracies and reduced consumer trust in AI, pushing users to seek alternative platforms for trustworthy answers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">New concepts such as <a href=\"https:\/\/www.performancemarketingworld.com\/article\/1894614\/generative-engine-optimisation-building-visibility-age-ai-answers\">Generative Engine Optimisation (GEO)<\/a> will continue to gain traction as brands rethink how they build organic visibility in an environment disrupted by answer engines such as Perplexity and ChatGPT.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, platforms like TikTok and Reddit are increasingly seen as vital search tools by younger searchers, with nearly <\/span><a href=\"https:\/\/searchengineland.com\/gen-z-discovery-tiktok-pinterest-beyond-449244\"><span style=\"font-weight: 400;\">40% of Gen Z users using TikTok or Instagram over Google for searches<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To remain competitive, brands must adopt a holistic approach to search that spans multiple discovery platforms, as well as starting to assess \u201c<\/span><a href=\"https:\/\/hallam.agency\/blog\/share-of-model-a-key-metric-for-ai-powered-search\/\"><span style=\"font-weight: 400;\">share of model<\/span><\/a><span style=\"font-weight: 400;\">\u201d to measure their visibility not just on Google, but on LLMs too.<\/span><\/p>\n<h2><b>Zero-click search<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Zero-click searches are fundamentally altering how brands approach search engine optimization (SEO). In 2024,<\/span><a href=\"https:\/\/sparktoro.com\/blog\/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360\/\"><span style=\"font-weight: 400;\"> fewer than 60% of tracked searches on Google resulted in a click<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For SEO practitioners, this means fewer users clicking through to websites, making traditional traffic-based metrics less relevant for evaluating success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands should now shift focus towards long-tail, question-based keywords, leverage structured data markup to improve SERP feature eligibility and inclusion in AI generated responses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More broadly, this shift demands a holistic view including brand marketing and PR. Exceptional content marketing and SEO remain effective, but the potential traffic is dwindling each year.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The brands who stay visible and relevant in a zero-click world will be those who diversify beyond Google.<\/span><\/p>\n<h2><b>Growing MMM accessibility<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Media fragmentation, <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/2025-b2b-marketing-budget-planning-guide\/\"><span style=\"font-weight: 400;\">tighter budgets<\/span><\/a><span style=\"font-weight: 400;\">, and privacy regulations are driving a renewed focus on media effectiveness in 2025.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/hallam.agency\/blog\/media-mix-modelling-for-digital-marketing-the-basics\/\">Marketing mix models (MMMs)<\/a> have long helped brands identify what drives business outcomes, but the demand for actionable, granular insights is surging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once complex and expensive, today\u2019s MMMs are faster, more accessible, and provide a holistic view of cross-channel performance. They now integrate with methods like incrementality testing to deliver more granular insights, helping marketers refine their strategies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The launch of <\/span><a href=\"https:\/\/developers.google.com\/meridian\"><span style=\"font-weight: 400;\">Google\u2019s Meridian<\/span><\/a><span style=\"font-weight: 400;\">\u2014an open-source MMM with access to Google and YouTube data provides an accessible solution for performance advertisers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To succeed in 2025, brands must develop <\/span><a href=\"https:\/\/hallam.agency\/blog\/eyes-on-the-prize-effective-measurement-frameworks-for-2024\/\"><span style=\"font-weight: 400;\">a holistic measurement framework<\/span><\/a><span style=\"font-weight: 400;\"> covering attribution, MMM and incrementality. By continuously experimenting and optimising, marketers can unlock the full potential of each channel.<\/span><\/p>\n<h2><b>Community marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Community marketing will become a more powerful strategy for brands in 2025, offering opportunities far beyond traditional social media engagement. In <\/span><a href=\"https:\/\/www.brandwatch.com\/reports\/digital-marketing-trends-2025\/view\/\"><span style=\"font-weight: 400;\">a recent survey<\/span><\/a><span style=\"font-weight: 400;\">, 44% of marketers identified building or collaborating with communities as a growing trend for the year ahead.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These communities can take various forms, from exclusive mailing lists to closed online groups or even podcast communities. These spaces create deeper loyalty and engagement, making communities a valuable long-term brand building opportunity for relevant brands.<\/span><\/p>\n<figure id=\"attachment_71703\" aria-describedby=\"caption-attachment-71703\" style=\"width: 2716px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-71703\" src=\"https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM.png\" alt=\"The marketing meetup example web page\" width=\"2716\" height=\"1604\" srcset=\"https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM.png 2716w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-420x248.png 420w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-1024x605.png 1024w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-150x89.png 150w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-768x454.png 768w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-1536x907.png 1536w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-2048x1209.png 2048w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-640x378.png 640w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-1200x709.png 1200w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-1440x850.png 1440w, https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/TMMM-1920x1134.png 1920w\" sizes=\"auto, (max-width: 2716px) 100vw, 2716px\"\/><figcaption id=\"caption-attachment-71703\" class=\"wp-caption-text\">The Marketing Meetup is a great example of a community opportunity for brands targeting marketing professionals to collaborate with<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">To leverage this trend, brands should look to understand their audience\u2019s interests, identifying topics and communities that resonate with your followers beyond your brand\u2019s immediate scope.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, partner with creators, local influencers, or relevant brands to amplify community-building efforts, such as hosting events or creating co-branded content.<\/span><\/p>\n<h2><b>Balancing AI and authenticity<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As artificial intelligence continues to grow, a significant <\/span><a href=\"https:\/\/www.brandwatch.com\/reports\/digital-marketing-trends-2025\/view\/\"><span style=\"font-weight: 400;\">71% of marketers believe balancing AI\u2019s capabilities with a human touch<\/span><\/a><span style=\"font-weight: 400;\"> will be a key challenge in 2025. While AI offers efficiency and scalability, concerns are growing about its impact on trust and connection.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Backlash against AI-driven marketing is already evident in some areas. Poorly designed AI chatbots, for instance, can deliver frustrating customer experiences, while creatives have voiced concerns about being replaced by AI-generated content. These issues underline the importance of using AI as a tool to enhance, not replace, human-centric marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI can support personalisation at scale, streamline processes, and free up time for marketers to focus on creativity and strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a world increasingly influenced by technology, the brands that successfully balance AI and authenticity will lead the way.<\/span><\/p>\n<h2><b>Human perspectives and employee advocacy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In an era dominated by AI-generated content, consumers are <\/span><a href=\"https:\/\/newdigitalage.co\/technology\/the-rise-of-ai-and-the-need-for-authenticity\/\"><span style=\"font-weight: 400;\">increasingly turning to each other for trustworthy advice<\/span><\/a><span style=\"font-weight: 400;\">, particularly when researching products and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This shift is driving brands to embrace<\/span><a href=\"https:\/\/skeepers.io\/en\/blog\/ugc-trends-2025\/#:~:text=In%202025%2C%20UGC%20will%20dominate,personalized%20insights%20over%20generic%20results.\"><span style=\"font-weight: 400;\"> user-generated content (UGC)<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.forbes.com\/sites\/katiesalcius\/2024\/08\/07\/employees-as-influencers-the-rise-of-employee-generated-content-egc\/\"><span style=\"font-weight: 400;\">employee-generated content (EGC)<\/span><\/a><span style=\"font-weight: 400;\">. Social feeds are becoming less polished and more authentic, filled with \u201csocial proof\u201d that highlights real experiences with products, services, and workplace culture. These raw, relatable stories help brands build trust and foster stronger connections with customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To adapt, brands should empower employees as creators, and encourage unique, shareable experiences that inspire audiences to engage organically on social platforms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2025, authenticity and human connection will grow in importance as consumers grow weary of AI generated content across the web.<\/span><\/p>\n<p>\u00a0<\/p>\n<h4>\ud83d\udc47Download PDF version\ud83d\udc47<\/h4>\n<p>If you\u2019d like to share this content as a PDF please click to download the report below.<\/p>\n<h3 style=\"text-align: left;\"><a href=\"https:\/\/hallam.agency\/wp-content\/uploads\/2025\/01\/Looking-Ahead_-Digital-Trends-for-2025-1.pdf\">Download the report here<\/a><\/h3>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>From the rise of generative AI platforms to the growth in social search, technology is reshaping how consumers find and engage with brands. Despite this, human connection will remain paramount in 2025, with more brands finding success via community marketing, employee advocacy, and creator partnerships. Marketers must balance AI\u2019s efficiency with the authenticity that consumers [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":38616,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[11255,24133,24793,10844,24792],"dealstore":[],"offerexpiration":[],"class_list":["post-38615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ahead","tag-digital-marketing","tag-hallam","tag-insights","tag-trends-reports"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>looking ahead to 2025 \u2014 Hallam - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=38615\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"looking ahead to 2025 \u2014 Hallam - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"From the rise of generative AI platforms to the growth in social search, technology is reshaping how consumers find and engage with brands. 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