Is Your 2025 Marketing Plan Set?

— “A goal without a plan is just a wish”

2025 represents a huge opportunity in the brand's journey.  Indeed, the demographic customer profile changes will take place in the upcoming years.  As a result, we'll observe more emphasis in these following actions: Sustainability initiatives, Social commerce; "fish where the fish are". In fact, TikTok shop has positioned as an attractive platform for luxury brands.  

Retail Media, changing the future of advertising, projected more than 41% of investment in the marketing budget for 2025; highly recommended for the food & beverage sector.  And, of course, the AI revolution that allows marketers to match the speed of today's consumers.  However, remember it's no longer human versus AI, it's the combination of both that will take brands to the next level.  

In short, reconsider your strategies to ensure your company's future for the next five years, and focus on these three essential tools before working on your plan.

Three powerful tools for your target plan

1. Deep dive into your numbers!

Data is King and Queen!  So, go back to your past two years and review everything. What works & what doesn’t work? If your business is an eCommerce, understand what happened with your abandoned cart.  Also, analyze other potential products with good profit margins that could be an entry door for new consumers.  

Review your inventory cycles and learn about the no-movement items. Do they have the correct price or the proper promotion? Did you innovate? Which lines in your P&L will you need to squeeze?  And what about the ROAS? Remember 2025 is a crucial year.

2. Research, Insights & Trends

As previously mentioned, demographic changes will have a tremendous impact in the coming years.  For instance, Gen Z & Millennials will be the key audiences to pay attention to.  However, the focus is Gen Z.  As you recently noticed, Kamala Harris, during her campaign, conducted a speech directly to Gen Z.  Why? Gen Z is the largest generation in history, and will be the most multicultural generation.

Certainly, this generation will have a significant influence on the products manufacturers and retailers in the near future.  Also, guess who crashed the beverage party? The ready-to-drinks category, and who used to drink it? So, rethink your strategies; be creative, research, learn, and understand more about them because Gen Z will change everything; they will be the richest generation, and their spending power is expected to grow to $12T by 2030.

3. Rebuild your buyer persona

Absolutely!  Building a tailored buyer or customer persona guarantees an arrow direct to the target.  So, keep in mind to work on two or three persona profiles:  primary (clients & potentials), secondary (opinion leaders or influencers), and the third one, the seedings.  Imagine a bamboo tree; you have to plant the seed today to see it grow in five years.

It's the same case for Gen Z, it’s not your buyer persona, it’s what will happen in 2030; now is your time to connect with them.  For example, include in your roadmap organic activations that allows them to know about your brand.

Kantar & NiesenIQ Sources

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