Marketing Trends – What Do They Mean for You?

As we step into a new year, it’s a great time to reflect on your marketing strategy. What worked last year? What needs a refresh? For some financial advisers, marketing can feel overwhelming, but focusing on key trends and aligning them with your business goals can be a game-changer.

Trends are just that – trends. Not every trend will suit your business, but understanding the evolving marketing landscape can help you make informed decisions. Let’s explore the key marketing trends from 2024 that continue to shape 2025 and what they mean for you.


10 Key Marketing Trends to Watch in 2025

1. AI-Powered Marketing

AI continues to revolutionise marketing by making it smarter and more efficient. Tools like ChatGPT assist with content creation, from personalised emails to ad copy. Predictive analytics enable better client segmentation and campaign optimisation. Chatbots and virtual assistants further enhance client interactions, providing instant responses and improving user experiences.

2. Personalisation at Scale

Personalisation is no longer a nice-to-have; it’s a must. AI helps craft hyper-personalised experiences. Seamless omnichannel integration ensures clients experience consistent personalisation across all touchpoints, including social media, email, and your website.

3. Video Marketing Evolution

Short-form videos, like Instagram Reels and YouTube Shorts, continue to dominate for capturing attention quickly. Interactive videos, with clickable elements and polls, drive deeper engagement. Live streaming, such as Q&A sessions or webinars, fosters authentic connections with clients and builds trust in your expertise.

4. Voice and Audio Content

Podcasts remain a powerful medium for financial advisers to build authority and share expertise. Optimising for voice search, with devices like Siri or Alexa in mind, is increasingly important. Additionally, audio ads on streaming platforms like Spotify offer another way to connect with your audience.

5. Ethical and Sustainable Marketing

Clients care about your values. Highlight your sustainability efforts or social responsibility initiatives in your marketing. Whether it’s ethical sourcing or community involvement, authenticity is key. Clients, especially younger generations, are drawn to purpose-driven brands that align with their values.

6. Influencer Marketing 2.0

Gone are the days of mega-influencers dominating the space. Micro and nano-influencers, with smaller but highly engaged audiences, offer more authentic connections. Become you own brand ambassador to deepen trust and credibility with your audience.

7. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR are no longer just for gaming. They’re transforming e-commerce and marketing. Imagine letting clients explore virtual financial workshops or hosting immersive webinars in a 3D environment. These tools can create memorable experiences that set you apart from competitors.

8. Data Privacy and Trust

With growing privacy concerns, transparency about how you collect and use data is non-negotiable. Transitioning to first-party data collection (e.g., through surveys or loyalty programs) and adhering to regulations ensures you maintain client trust while delivering targeted marketing.

9. Interactive and Immersive Content

Interactive ads, gamified experiences, and user-generated content (UGC) offer fun, engaging ways to connect with your audience. For financial advisers, this could include creating quizzes to determine financial health or encouraging clients to share success stories with your guidance.

10. Social Commerce and Shoppable Content

Social platforms are evolving to allow seamless shopping experiences directly within their apps. While this may not seem directly relevant to financial advisers, it highlights the importance of engaging clients where they already spend their time. Consider integrating tools like appointment bookings or quick consultations into your social media presence.


What Does This Mean for Financial Advisers?

Marketing trends are exciting, but they should enhance your strategy, not overwhelm it. Focus on what aligns with your goals and resonates with your clients. Start with one or two trends that make sense for your business. For example, embracing short-form videos or podcasts can showcase your expertise authentically.

As I always say, “Your marketing strategy should reflect your values and the unique way you serve your clients. It’s about connecting authentically while adapting to the evolving digital landscape.” – Jenny Pearse, Jenesis Marketing Consultant.

Whether you’re starting fresh or refining your marketing, remember that the fundamentals are your foundation:

  • Who you are
  • Who you serve
  • Why you do what you do

When these are clear, the trends become tools to elevate your marketing. Need help creating or implementing a strategy tailored to your business? Let’s make 2025 your best year yet! Reach out today to get started here.

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