Marketing moves fast. What worked last year might not work now. In 2025, businesses that understand the changes will attract more customers and keep them. We asked Martin McCarthy from The Search Equation In Swindon, what are the top marketing tactics in 2025.
Search Engines Still Dominate
Google still controls most searches. If your business is not showing up, you are missing out. Website content must be clear, useful, and focused on what people are searching for. Pages should load quickly, look good on mobiles, and give people what they need without making them work for it.
Zero-click searches are now common. This means Google answers many questions without sending users to websites. The best way to deal with this is to structure content clearly, use bullet points, and answer common questions directly.
AI-Generated Content is Everywhere
Everyone can use AI to write blog posts, social media updates, and ads. The problem? AI content sounds the same. Businesses that mix AI with real human input will stand out. Editing AI content to add personality and real examples will make a difference.
Google is also cracking down on AI spam. It now looks for original insights, expert opinions, and fresh ideas. If all your content comes from a machine, it will not rank well.
Short-Form Video is Still on Top
TikTok, Instagram Reels, and YouTube Shorts continue to dominate. People scroll quickly. If you do not grab attention in the first three seconds, they will move on.
Videos need to be direct. No long introductions. No wasted seconds. Businesses that can entertain or inform in under 30 seconds will keep their audience.
Social Media is Fragmented
Not long ago, Facebook and Instagram were enough. Now, people use different platforms for different things. LinkedIn works for business. TikTok pulls in younger audiences. Reddit and forums matter for trust. Businesses need to be where their customers are, not just where they feel comfortable.
Email Marketing Still Works
Despite predictions of its decline, email is still one of the best ways to reach people. But inboxes are full. The subject line matters more than ever. If it does not grab attention, the email will not be opened.
People also expect short emails. No one wants to read long paragraphs. Say what you need to say, make it clear, and give them a reason to take action.
Privacy Rules Have Changed the Game
Tracking people across websites has become harder. Google has phased out third-party cookies. Apple has blocked most tracking on its devices. This means businesses cannot rely on old methods of advertising.
First-party data is now gold. Businesses need to collect their own customer information, whether through email sign-ups, loyalty programmes, or direct interactions.
Paid Ads Cost More
Google Ads, Facebook Ads, and TikTok Ads are more expensive than before. More competition and stricter rules mean higher costs. Businesses that rely only on paid ads without building organic traffic will struggle.
Retargeting is not as effective as it once was. Since tracking has been restricted, ads need to be more relevant from the start. Good copy and clear targeting are more important than ever.
Local Marketing is Stronger Than Ever
People want businesses that are near them. Google Business Profile plays a huge role. A well-maintained profile with good reviews, recent photos, and active engagement will always outperform one that is left to go stale.
Voice search has also made local SEO more important. More people ask questions like “building company near me” instead of typing keywords. Businesses that answer these questions in their content will attract more customers.
Content Must Be Real
People are tired of generic content. Whether it is a blog post, a tweet, or a video, it has to sound real. Businesses that share behind-the-scenes stories, case studies, and real customer experiences will build trust.
Trust is now one of the biggest ranking factors in Google’s algorithm. If your site looks untrustworthy, loads slowly, or has weak content, you will struggle to rank.
What to Focus on in 2025
Make sure your website is fast, mobile-friendly, and useful.
Create content that gives real value, not just filler text.
Use AI to help, but always add a human touch.
Keep up with privacy changes and build your own customer list.
Show up where your audience spends time online.
Stay active on Google Business Profile and local listings.
Keep ads relevant and improve targeting to lower costs.
Build trust through real content and direct engagement.
Marketing in 2025 is not about chasing trends. It is about giving people what they need, where they need it, and in a way that feels natural. Businesses that do this will stand out.