Marketing in 2025: AI, uncertainty and the hidden cost of standing still
This post was originally written by Marc Emmer for Vistage Research Center.
We are at a unique time in history. Enabled by technology, marketers can deliver the right message to the right prospect at the right time based on their unique characteristics. Marketing can influence enterprise value, unlike ever before.
Yet, marketing efforts are tempered by a backdrop of economic uncertainty. Whispers of a slowdown led many companies to freeze or rethink their marketing strategies. This deep freeze didn’t only impact marketing. Many small and midsize businesses report a significant stall in their broader business development efforts, which frames fundamental changes that companies need to make to their approach.
Marketing used to be centered on big, bold creative concepts but has evolved into a domain ruled by data, activations and analytics. Also, the impact of generative AI can’t be minimized, up 116% vs. last year. We’re seeing a strategic recalibration, with dollars flowing toward areas of higher ROI and long-term value creation.
The Strategy Experts
Marc Emmer is President and Chief Strategist & Facilitator at Optimize Inc.
He is an author, speaker and consultant recognized as a thought leader throughout North America as an expert in strategic planning.
