The Smart Marketer Podcast Episode 212: The 2025 Marketing Shift: How to Stay Ahead in a Changing Landscape
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Mar 26, 2025 Molly Pittman and John Grimshaw discuss the key challenges facing marketers in 2025, including skyrocketing ad costs and the complexities of changing consumer behavior. They emphasize the need for brands to adopt hybrid models that blend content, community, and commerce. The conversation also highlights how AI is reshaping eCommerce and stress the importance of identity-based marketing over mere interest targeting. Actionable strategies for increasing customer engagement and brand loyalty are shared, helping businesses thrive in a competitive landscape.
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Rising Ad Costs
- Rising ad costs are a major challenge for marketers, despite overall CPM increases being moderate.
- This discrepancy is because generic CPM might include less effective ad inventory, impacting businesses optimizing for sales.
Shrinking Attention Spans
- People's attention spans have decreased significantly, with web page focus dropping from 75 to 44 seconds in recent years.
- This makes capturing and holding audience attention crucial, as marketers now have a smaller window to engage potential customers.
The Messy Middle
- The "messy middle" refers to the increased touchpoints (15-30) now needed for consumer conversions.
- This shift requires adapting marketing strategies to accommodate longer consideration phases and more diverse touchpoints.