2025 Revealed: Marketing Predictions to Outshine

As 2024 draws to a close, marketers are reflecting on what’s been a year of high stakes and big shifts. 

AI-driven personalization evolved from experimental to essential, reshaping how brands engage with customers at scale. Meanwhile, tightening data privacy regulations—like the Digital Markets Act—made first-party data more essential than ever, driving both compliance and customer trust. On top of that, inflation nudged marketers to shift from flashy discounts to retention strategies. And with social commerce booming, platforms like TikTok and Instagram emerged as the retail playgrounds for younger consumers.

So, what’s in store for 2025? Movable Ink’s strategy experts across verticals are sharing their predictions to help you navigate upcoming challenges and seize the opportunities ahead. From AI advancements to loyalty-building innovations, here’s what to expect.‍

Quick Service Restaurants (QSR): Gamifying Trust and Broadening Engagement

In 2025, QSRs will continue to navigate shrinking margins and price-sensitive customers. The industry has seen a noticeable dip in order frequency, making competition fierce for consumer share-of-wallet. Brands will need to embrace zero- and first-party data as essential tools for hyper-personalized marketing, ensuring the right message hits at the right time.

Gamified approaches to data collection will help brands build trust and differentiate themselves. At the same time, loyalty programs offering tiered rewards or surprise-and-delight incentives will give customers a reason to keep coming back. For example, Dunkin’s year-in-review campaign sent to rewards members used seven data-infused, customer-centric modules, including a poll to capture zero-party data.

The brands that make customers feel rewarded for sharing their data will lay the groundwork for stronger, more lasting connections.

Alex May

Director, Strategy, QSR

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Retail: Adapting to Shifting Expectations

Blending ‘Phygital’ Experiences

In the next year, the line between online and offline shopping will blur further. The rise of "phygital" experiences will allow customers to move fluidly between digital and physical channels during their shopping journey. Retailers must prepare for the growing dominance of social media, which is projected to represent $1 of every $4 in ad spend by 2028. To stay competitive, marketers should explore ways to integrate personalized ads within their ecosystems to drive both discovery and conversion.

Social commerce will continue to thrive, particularly among Gen Alpha, who are turning to platforms like Instagram and TikTok for both discovery and purchases. This shift highlights the importance of meeting audiences where they are, blending social and email channels seamlessly. For example, Thalia’s campaign integrated live social feeds directly into their emails, fostering a sense of community.

Your marketing strategy should mimic the way customers shop—interwoven and seamless across all touchpoints.

Becki Francis

Director, Strategy, Retail

Staying Agile in a Shifting Economy

Inflation has steadily declined throughout 2024, with interest rates starting to fall, offering relief to sectors like housing, home improvement, and large discretionary purchases. Consumer spending has remained strong and is likely to stay resilient in the short term. However, retailers must remain cautious, as potential cost pressures on imported goods could lead to another wave of inflation. To navigate this, focus on transparent pricing and flexibility, and use AI tools to deliver content aligned with customer preferences and price sensitivities.

Retailers are facing an uncertain period ahead. Be mindful of consumers’ desire and expectation for lower prices. Be transparent with pricing and remain flexible in the uncertain environment.

Ron Hay

Associate Director, Strategy, Retail

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Financial Services: Redefining Convenience and Value

The financial services industry is evolving rapidly, with digital-first solutions becoming the norm. By 2025, neobanks are expected to expand their market share by offering streamlined, customer-focused services. For example, Synchrony’s CareCredit year-in-review campaign showed cardholders how to maximize their benefits with clear, easy-to-use links to their app.

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To thrive, banks must strengthen their non-interest revenue streams and create clear, value-driven bundles of services.

Tracy Meyer

Engagement Manager, Financial Services

Travel: The Rise of ‘Soft Travel’ and Next-Level Loyalty

The Rise of 'Soft Travel'

After years of "revenge travel," consumers are shifting from FOMO-fueled itineraries to more intentional, relaxed experiences. Rather than flocking to overcrowded hotspots like Rome or New York, travelers will seek out lesser-known destinations that are cheaper and less crowded. Trips will focus on quality time with family and friends, with simpler plans leaving room for spontaneity.

By planning trips with less structure and more time to explore or simply relax, travelers can release themselves from the pressure to check off the 'must-see' attractions.

Patrick Hamilton

Associate Director, Strategy, Travel

Next-Level Loyalty

For travel brands, ancillary revenue opportunities like room upgrades and exclusive experiences will help weather economic uncertainty, while loyalty programs become the cornerstone of retention strategies. 

Virgin Atlantic’s Flying Club exemplifies this shift, offering members personalized emails that celebrate their first flights and inspire future journeys. With over 1,260 tailored variations, the campaign uses API-powered integrations to showcase destination photos, cabin-class highlights, and tier benefits, all while suggesting next-best actions based on reward balances and booking preferences.

In a saturated market where loyalty programs are a dime a dozen, prompting upgrades and cross-sells seamlessly in the post-booking journey will help brands see increased revenue and customer retention.

Sarah Deaton

Engagement Manager, Travel

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Media and Tech: Retention through Personalization

Streaming Services: Personalizing the Subscription Economy

Subscription-based businesses, from streaming services to SaaS providers, are zeroing in on retention as consumers grow pickier about where they spend. This means crafting 1:1, interactive onboarding journeys that go beyond generic triggers.

Peacock’s year-in-review campaign showed subscribers their most-streamed genres and top viewing days, making their digital experience feel personal and exciting. This type of data-driven storytelling strengthens loyalty while providing an opportunity to cross-promote additional content or features.

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The days of one-size-fits-all actions like ‘complete your profile’ are numbered. In 2025, we’ll see deep learning and trend analysis powering unique customer journeys tailored to individual preferences.

Tiffany Fitzgerald

Director, Strategy, Media and Tech

Video Gaming: High-Quality Over High Volume

The live-service gaming industry is evolving as new titles struggle to compete with giants like Roblox and Fortnite. In 2025, studios will focus on high-quality, single-player experiences and classic multiplayer formats, shifting away from an oversaturated live-service space. Sustaining daily active users (DAU) will be key, with strategies like personalized in-game content and leaderboards driving long-term engagement.

For instance, Bungie engaged players with an email campaign asking them to choose their favorite game moment, capturing data to inform future game development.

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In 2025, we’re likely to see fewer live service games and a renewed focus on high-quality, single-player experiences. While live service games aren’t disappearing, new releases will slow as studios concentrate on titles that offer sustainable, long-term growth and support.

Michael Le

Director, Strategy, Media and Tech

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Looking Ahead

With 2025 on the horizon, marketers are stepping into a year brimming with both challenges and opportunities. From unlocking AI's potential to merging digital and in-person experiences, success will hinge on staying agile, innovative, and deeply personal.

Movable Ink’s strategy experts have laid out the roadmap. Now it’s time to put these predictions into action and make 2025 your biggest win yet. Explore our resources below to kick-start the year ahead.