I had the pleasure to unpack the powerful shifts redefining marketing in 2025 and beyond with the team at the Sun Dog AI Consultancy recently.
In this podcast episode we explore topics ranging from AI marketing innovations to evolving consumer values and behaviours and how these changes will likely transform the ways in which small and medium-sized businesses connect with audiences and consumers.
We unravel how traditional advertising is fading as digital storytelling, influencers, and interactive content dominate. The real advantage for SMEs? Agility. With AI-driven insights and automation, even smaller teams can now personalise campaigns and scale faster than ever before.
But technology isn’t everything. Consumers are increasingly seeking authenticity, transparency, and meaningful experiences. Building trust and human connection will become the strongest form of marketing currency as we establish.
The time is now to embrace these changes with AI tools to enhance—not replace—your creativity and unique voice, and focus on what makes your brand human, purposeful, and real.
1. The Evolution of Advertising Models
Traditional advertising is giving way to more dynamic, data-driven experiences. Instead of broad campaigns on TV or print, businesses are embracing “shoppable” storytelling, influencer partnerships, and digital content that directly link engagement to conversion as ad fatigue and scepticism drive users toward ad-free or “attention-light” environments.
Our Takeaway: For SMEs, this opens opportunities to reach targeted audiences more affordably through niche online communities via social media or streaming channels. As the CMO at ClickDo I can support brands with niche marketing strategies and content creation and distribution.
2. AI and Data Redefine Marketing Performance Analysis
Artificial intelligence is transforming how ads are created, optimized, and delivered. AI tools can now analyse audience insights, generate content variations, and personalise messaging at scale. Building workflows where AI and human creatives collaborate to generate and test high-volume, platform-tailored content quickly can make all the difference.
Our Takeaway: For SMEs, AI levels the playing field — making advanced analytics and automation accessible without enterprise budgets, however the interpretation and implementation is a key factor in any successful marketing campaign. I can offer support with effective branding and content strategies building on data insights.
3. Consumer Expectation Shifts
Today’s customers want meaningful, transparent, and value-driven interactions. They are more privacy-conscious and expect authenticity from brands. Brands that focus on trust-building, sustainability, and customer experience will stand out among others if they meet the expectations when delivering.
Our Takeaway: Identifying the unique brand voice and persona is key to creating (video) marketing content that converts and boosts follower growth. I can offer support with tailored branding and content strategies across micro-communities that matter in the respective industry.
4. Emerging Content Formats in Marketing
As more AI tools emerge that make content creation easier and faster, it becomes vital to diversify content formats like short-form video that’s especially popular on TikTok and Instagram or conversational ads on YouTube and Facebook.
Our Takeaway: Creating loyal communities and interactive content that motivates users to engage virtually with your brand will drive conversion. I can offer support with creating interactive content for various channels that’s tailored to the individual brand voice and persona.
5. Actionable Steps to Prep for Marketing in 2030
- Use suitable AI tools for content creation, analytics, and campaign automation, but ensure you train them effectively to reflect your brand voice and persona.
- Focus on transparency and ethical marketing to build customer trust and reflect this in what you deliver.
- Prioritise community-led marketing — nurture real engagement, not just impressions, connect with followers and subscribers to build authentic relationships that last.
In short, the future of marketing belongs to brands that combine data intelligence with creativity and authenticity. Brands have an exciting opportunity to innovate faster, connect deeper, and grow smarter than ever before, but they need to use the latest technology based on their unique requirements and profile.
I believe that customised marketing works best so if you look for inspiration for your next campaign, connect with me to brainstorm ideas and opportunities!