Preparing for 2025: Marketing trends to watch
The marketing landscape evolves at lightning speed, and staying ahead means adapting to emerging trends and technologies. As we prepare for 2025, here are the key shifts shaping the future of CRE marketing— some new and some old, but here to stay:
1. Hyper-personalisation & localisation
Consumers expect tailored experiences, and AI is unlocking unprecedented possibilities. Localised marketing campaigns that reflect regional preferences and economic trends are becoming more and more key, whilst personalised content can drive engagement by addressing specific client/business needs. Brands that harness these tools effectively can create deeper connections with their audience.
What to do:
- Consider AI tools for customer insights and predictive analytics
- Use dynamic or personalised content in email campaigns and social media ads
- Tailor campaigns for different cities or regions
2. Video-first content strategy
Video remains the most engaging format across platforms, from short-form TikToks (depending on your target audience) and Instagram Reels to long-form YouTube content. In 2025, brands need to up their storytelling game and get creative.
What to do:
- Consider how you can increase the use of video in your annual content plan
- Prioritise short, authentic, and shareable videos
- Explore interactive formats to boost engagement, such as animations and live stories
3. Sustainability and purpose-driven marketing
Customers are valuing brands that align with their ethics more than ever before. Demonstrating a commitment to sustainability and social responsibility is key and can now often be part of a pitch process / winning new business.
What to do:
- Highlight your sustainability initiatives transparently
- Partner with causes that resonate with your target audience
- Share data and stories about your zero-waste goals or circular methods, etc
- Strive or apply for certifications like net-zero energy or carbon-neutral status
4. Data privacy and ethical marketing
With increasing regulations around data privacy, including GDPR and CCPA expansions, respecting consumer data is no longer optional.
What to do:
- Ensure your current practices are in line with regulations (and if you’re unsure, book in a call with an expert)
- Adopt transparent data collection practices and ensure you have a consent process
- Update any terms and data policies on your website for transparency
5. Immersive virtual tours and digital twins
As remote decision-making becomes more common, virtual tours and digital twin technology are essential tools for showcasing places, spaces and even products. These solutions allow potential businesses to explore spaces in detail without being physically present.
What to do:
- Discover if your business could benefit from virtual technology
- Discuss with your existing or target customer to see if this would bring value to their decision-making
- Invest in a high-quality virtual tour partner (The Buzz can help!)
6. Enhanced community building strategies
With a growing desire from businesses to attract more employees to the office, and the CRE sector itself wanting to drive more footfall, marketing efforts will focus on creating vibrant, community-centred experiences to attract workers, tenants and consumers.
What to do:
- Work with your teams or tenants to understand what they want from the office / area
- Promote events, retail partnerships, and communal amenities in your campaigns
- Develop narratives that emphasise connection, wellbeing and lifestyle benefits
How many of these trends are part of your 2025 marketing campaign? Integrating just a few of these trends into your strategies will help your business stay competitive, strengthen your brand and target the right audience.
