Marketing and communication trends
2025

A new year brings new marketing and communication trends. What can we expect in 2025? One of the key factors in the marketing and communication world will be the ability to adapt to changing market conditions, keep up with shifts in consumer perception, and expand knowledge on utilizing the latest technologies to achieve goals. Keep reading to discover five key trends, expert insights, and, in the end, a special event in the marketing and communication industry!

1. The Rise of Artificial Intelligence Continues

It’s no surprise that one of the biggest trends this year is the boom of artificial intelligence and its even deeper integration into everyday life. When technological solutions are used correctly, they can drive higher efficiency, precision, and resource savings. French digital marketing expert and consultant Frederic Cavazza highlights a new AI-driven innovation that will soon be everywhere— AI-generated search agents and buyers. "These will forever change e-commerce and digital marketing practices. The best way to imagine it— soon, we will have synthetic brands and synthetic customers," says Frédéric.

2. Personalised content 

In an era of information overload and easy accessibility, the best way to reach potential and existing customers is through personalized content. Tailored, consumer-centric content makes every customer feel special. This is no longer just a best practice— it’s a necessity for engaging audiences. Accurate data and artificial intelligence will enable highly effective personalized advertising campaigns and customized communication for each client.

3. Short-Form Videos

Social media and short-form videos will continue to dominate. Concise, engaging, and easy-to-consume content remains key. The popularity of TikTok, Instagram Reels, and YouTube Shorts keeps growing—89% of consumers want to see more videos, and 75% of them consume video content on mobile devices (Source:).

Short video expert David Duc from the Czech Republic points out that the goal of short videos is not just to gain views. The true value emerges when the audience engages in communication, making them feel like part of something bigger. While artificial intelligence and content personalization help reach the right audience, engagement is driven by a sense of community. Brands that build strong communities through social media, user-generated content, and interactive experiences develop better relationships with their audience. 

4. The Rising Value of Brand Authenticity 

In an environment where so much seems artificial or inauthentic, brand authenticity is becoming increasingly valuable. Consumers appreciate honest, genuine, and human communication. One of the main challenges is finding the right balance between authentic and effective messaging. To build trust and foster long-term relationships with consumers, brands must focus on transparency, sustainability, and social responsibility.

5. Virtual and Augmented Reality for New Experiences and Opportunities

Virtual (VR) and augmented reality (AR) offer exciting ways to captivate consumers and present content on a new level. From interactive product demonstrations to unique customer engagement strategies, these emerging tools allow brands to unleash their creativity through technology. 

That's not all

Discover Even More, With Deeper Insights Into Marketing and Communication Trends and Opportunities on May 22 at the Annual, Biggest Marketing and Communication Event in the Baltics—Marketing Shake 2025! Event organizer Zanda Šķēle invites you: “Get inspired, spark thought-provoking discussions, experience creative entertainment, and meet top industry experts— Google’s Digital Strategy Lead for the Baltics, Jēkabs Dambergs, in a lecture on consumer behavior trends in 2025; French marketing expert Frederic Cavazza, discussing AI agents; David Duc from the Czech Republic, ShortPRO’s short-form video specialist, with tips on creating successful short videos; plus several other local and international leaders. Attend practical workshops on relevant topics— export potential, strategic communication, and AI in marketing.

Listen to a panel discussion on the challenges of today’s marketing and communication environment, featuring investigative journalist and Re:Baltica co-founder Inga Spriņģe, LTV News Department creative editor and journalist Guntis Bojārs, Chair of the Pļavnieki Neighborhood Association Diāna Silarāja, and LETA’s data services development lead Ivars Svilāns. Enjoy refreshing cocktails at the afterparty, where you’ll experience—for the first time ever—an exclusive Cannes Lions Best Ads showcase. Over 1.5 hours, you’ll witness the cutting edge of the advertising and communication world—the year’s top ads from across the globe.”

Come to Marketing Shake to discover straightforward solutions, an intense experience, a dynamic exchange of ideas, compelling stories, and an amazing blend of experts who will inspire and captivate you. Learn more about the event and purchase tickets at www.marketingshake.lv

Festival Friends: Zuzeum Art Center, Cannes Lions, and Izdevniecība Santa.

See you at the Zuzeum Art Centre on 22 May!