As we move towards 2025, the marketing landscape is evolving at breakneck speed, and brands must adapt, or risk being left behind. The key to success lies not just in having the right strategy, but in delivering a seamless, memorable experience for customers across every channel. In this article, we’ll share five top tips to turbocharge your marketing efforts, ensuring you’re not only reaching your audience but also engaging them in ways that matter. From crafting consistent customer experiences to mastering the nuances of each platform, here’s how you can stay ahead of the curve and make 2025 your most impactful year yet.

1. Think about the whole customer experience

We see too many examples where the customer experience is being managed and delivered in silos, meaning that we see disconnects between social, web, search, and shopping experiences.  Consumers expect consistent, frictionless, and engaging experiences as they discover and engage with your brand, whatever the channel. Some of the causes of this are structural where teams are built in a way that reinforces silos, other causes stem from a lack of a clear fundamental brand and experience proposition. Sometimes, it’s just down to poor execution.  Whatever the reason, it’s straightforward to fix.

2. Every Channel’s different

Having banged the drum about delivering seamless customer experiences it’s really important to recognise that all channels are not equal. Recent research from Global Web Index shows that TikTok users are going to respond really well to humour – funny trumps all for 60% of Tik Tok. BUT do not even think about flexing your funny bone on LinkedIn, where the same study shows that only 12% of users are there for the LOLz. Interestingly the channel that scores highest amongst user expectations for content is YouTube – where it’s OK to be Funny, Informative, Creative, Relaxing and Helpful.  Other winners in the Social Media engagement wars are Reddit, coming second only to LinkedIn for being a channel where Information rules.

3. Make sure you are memorable

And if you are going to dive into YouTube with renewed passion, make sure you read the research from Google and Kantar on how to make videos that are truly effective. Basically, all you have to remember is your ABCD.

A – Attention – The video thumbnail and first second that make people want to watch.

B – Branding – Brand early, organically and often.

C – Connection – make people feel something – emotion drives action.

D – Direction – make it clear what the viewer can do next.

Don’t make the mistake of just porting your video content around platforms, formats, and lengths – stop, think, and practice your alphabet.

4. Stop following the norms

It’s very easy to fall into the trap of thinking you have a ‘category norm’.  It’s why we end up with stock image libraries that are guaranteed to make you look just like everyone else.  But stop. Think about human behaviour and how we like to shop around, make comparisons, find something good that we feel speaks to exactly what we’re after.  In a world where everything looks the same, its nigh on impossible to make people remember anything, let alone the one thing that will make them want to buy.  So Chuck out the stock and the pastel shades and be distinctive, be memorable and challenge yourself to come up with something truly unique, authentic and you.

5. Don’t be weird

There’s good memorable and bad memorable. Google used to have another letter in their guide to great creative – the letter ‘V’. V stood for Vampire – and no one likes a vampire. What’s a vampire? It’s anything that grates, that gets in the way, it creates friction and makes you want to go somewhere else.  It could be bad music, bad audio quality, smelling mistakes, poor grammar or just being wide of the mark culturally, let alone showing up to TikTok with your LinkedIn hat on. So yes, be distinctive, but do it well, do it consistently, rooted in audience insight and built on a great customer experience proposition.