The Smart Marketer Podcast
Episode 212: The 2025 Marketing Shift: How to Stay Ahead in a Changing Landscape
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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Quick takeaways
- Rising ad costs are challenging marketers, requiring businesses to adapt their strategies for profitability amidst a more expensive advertising landscape.
- The concept of the 'messy middle' emphasizes the need for brands to enhance consumer engagement through numerous touchpoints before purchase decisions are made.
Deep dives
Rising Ad Costs and Cost Per Thousand Impressions
Ad costs are significantly increasing, leading to a tougher environment for marketers. The typical CPM, or cost per thousand impressions, has increased by approximately 7% year over year; however, businesses implementing effective advertising strategies have reported a startling 36% increase in CPM. This rise presents significant challenges, especially for those relying on platforms like Facebook for customer acquisition, as many may not perceive the gradual cost hike in overall performance. It’s essential for businesses to adapt their advertising approaches to counter these increasing costs while striving for profitability.
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