6 Marketing Technology Trends to Watch in 2025

Marketing technology, or MarTech, is evolving at lightning speed. With a projected market size set to soar from USD $407 billion in 2024 to USD $761 billion by 2032, it’s clear that MarTech is shaping the future of how businesses connect with their audiences.

For marketers, staying ahead of these changes isn’t optional — it’s essential. From AI-driven personalisation to privacy-first analytics, the right tools can revolutionise your campaigns, improve efficiency and deepen customer relationships.

But with innovation comes challenges. How do you determine which digital marketing technology trends to invest in and which to leave behind?

In this article, we’ll explore the most important marketing technology trends for 2025, as well as outdated practices you should ditch.

Why is MarTech important for 2025?

Why bother staying up to date with MarTech trends? Because your campaign’s success — and therefore, your business’ success — depends on it.

New MarTech helps build stronger connections with your audience. You can communicate with users on their platform of choice, faster.

It’s also essential to a data-backed marketing strategy. MarTech advances provide more accurate insights into your audience and how they interact with your campaigns and messaging.

Put this all together, and MarTech is your gateway to stronger customer relationships, brand loyalty and higher conversions. If you’re not using it, your competitors will: MarTech growth data shows it now accounts for around a third of marketing budgets. If you want to stay ahead of the competition, you have to keep up.

6 vital marketing technology trends for 2025

How to stay ahead, then, is the question. What are the new trends in marketing and technology shaping 2025?

Our predictions and expert insights reveal all you need to know about future technologies in marketing, helping you prepare your MarTech stack for 2025 and onwards.

1. Artificial intelligence (AI) and machine learning (ML)

You’re probably not surprised to see AI and ML at the top of this list. These new technologies have been the talk of the town in recent years, particularly since the launch of ChatGPT in 2022.

But AI and ML are far from old news.

These technologies are changing rapidly, making it easier and easier to analyse large amounts of data, make accurate predictions, automate and streamline tasks, improve and personalise customer experiences, and much more.

Since 2022, the global ML market size has increased from USD 19 billion to over USD 26 billion, and is set to reach USD 226 billion by 2030.

AI software is booming, with particularly notable companies seeing demand in the millions and unprecedented growth:

Company	Monthly Search Volume	Growth (Past 2 Years)
Perplexity AI	3.35M	+99X+
Claude AI	3.35M	+99X+
Presentations.Ai	165K	+99X+
Ttsmaker	165K	+99X+
Tripo AI	9.9K	+99X+

What’s on the horizon for AI and ML in marketing?

Two key trends are set to take centre stage in the coming year:

• Personalisation: As AI algorithms learn and understand more about user behaviour, they’ll present consumers with more and more personalised content and experiences across platforms.

- Predictions: More sophisticated algorithms, as well as larger quantities of data, mean AI will provide even more accurate forecasts of user behaviour, allowing marketers to make better decisions.

If you’re not already exploring AI, now is the time. Marketing departments investing in AI will be ahead of the curve, with sharper audience insights and predictions, faster processes and better ways to engage with their customers.

2. Privacy-focused analytics and ethical data management

Web analytics tools have been around for a long time, but how they work is changing.

Web analytics has typically relied on user tracking via cookies to glean information about customers' behaviour. Over time, more than a few eyebrows have been raised by this practice and its implications for privacy and consent.

The General Data Protection Regulation (GDPR), changing public sentiment and the more frequent use of tracking and ad blockers mean invasive tracking practices are a thing of the past.

Over the past five years, interest in data privacy and GDPR compliance has more than doubled globally. The global average cost of a data breach is over USD 4 million, and a single breach can cause four in five customers to leave your business.

It’s possibly unsurprising, then, that privacy-centric analytics tools prioritising privacy and consent, such as Wide Angle Analytics, are a must, and are something we’re only going to see more of going into 2025.

As analytics tools get more intelligent and accurate while protecting privacy, key advancements are on the horizon:

• Privacy-enhancing technologies (PETs): PETs keep data hidden while users access it, adding an extra layer of privacy without compromising utility. Predictions suggest more than 60% of large businesses will employ at least one PET by 2025.
• Data clean rooms: These virtual spaces allow companies to share information and glean accurate insights from larger data sets. Search interest in ‘data clean room’ has increased 4,600% in the past 5 years.

Click here to learn more about how privacy-first web analytics can benefit your campaigns with accurate insights while protecting user privacy.

3. Personalisation and customer experience

From Spotify Wrapped presenting you with your favourite tunes of the year to Uber Eats knowing just what restaurant you’d like to order from on Saturday night, personalisation is already widespread among popular brands. And it’s going to become more common in 2025.

The number of brands using personalisation has increased by 50% since 2022, and personalisation budgets are expected to increase another 29% in 2025.

Why? Personalisation’s benefits are huge for your bottom line. Brands using personalisation well are 48% more likely to exceed revenue goals. They’re also 71% more likely to see an improvement in customer loyalty.

Personalisation is only going to get more clever and accurate in 2025, making your customers feel special — like you know them and understand their needs, sometimes before they even do:

• Hyper personalisation: This is a huge marketing buzzword right now, and for good reason. Hypserpersonalisation uses real-time customer data, AI and ML to glean more accurate audience insights, faster.
• Predictive personalisation: In 2025, businesses will use AI to anticipate consumers’ needs before they even know they have them.
• Personalised rewards: Armed with new customer insights, you can provide personalised deals and rewards based on recent purchase information, keeping customers engaged with your brand.

4. Omnichannel marketing and seamless experiences

In 2025, should you focus on your website, email, social media, apps, blogs or offline channels?

The answer is yes to all of the above!

Omnichannel marketing — appearing across multiple channels — is essential in today’s competitive landscape. Now more than ever, consumers want to interact with brands online and offline, and at all hours of the day, through brick-and-mortar stores, mobile apps and everything in between.

The global omnichannel retailing market is estimated to grow from USD 7.8 billion in 2023 to USD 19.5 billion by 2030. North America alone accounts for almost a third of this.

By jumping on the omnichannel bandwagon, brands can:

• Improve personalisation: Using customer data platforms, content management systems and CRM systems, you can collect customer information across channels to create data-driven personalised campaigns.
• Engage customers: Customers can interact with your business on their preferred channel, aiding brand recognition and making it easier than ever before for your audience to find you.

5. Rise of the MACH architecture

MACH architecture is the new best-in-class technology approach impacting more than just developers. MACH architecture is set to pave the way for approaching everything from content uploads to design.

If you’re new to the term, here’s the rundown.

MACH architecture stands for Microservices-based, API-first, Cloud-native and Headless:

• Microservices: These are individual business functions that are independently developed, deployed and managed.
• API-first: Using an API, functions are streamlined to tie together different applications or services.
• Cloud-native SaaS: SaaS stored and hosted in the cloud offers versatility, greater scaling capacity and the sharing of resources.
• Headless: The front-end user experience is completely decoupled from the back-end, allowing freedom in creating the user interface and connecting channels and devices.

If this all sounds very techy to you, don’t panic. Here’s what MACH architecture means for marketers:

• Implement the best tools: It gives businesses the freedom to try out and choose different tools, so you can select the best on the market. You can easily add, replace or remove those tools in the future.
• Customer-centric content: You can quickly and easily make changes to adapt content to customer behaviour and needs, and without involving backend developers.
• Lightning-fast web performance: If site speed is a concern, MACH’s got your back. MACH addresses poor web performance issues. With faster loading times comes better SEO, positive customer experiences and better performance all-round.

MACH as a tech standard was only introduced by the MACH Alliance four years ago. But as we know, things in the tech industry move fast.

In 2024, 91% of IT decision-makers said MACH and composable technology will be instrumental to their organisation in the next five years. Meanwhile, Gartner predicts that by 2027, at least 60% of new B2C and B2B digital commerce solutions will use MACH architecture principles.

What will this new, MACH-driven future of MarTech look like? Here are a few predictions:

• MACH & AI: Thanks to MACH’s flexibility, AI algorithms will be easily introduced and adapted to different needs.
• Voice commerce: MACH will make it easy to integrate voice capabilities into e-commerce platforms.
• Content capabilities: Using a Headless CMS allows for greater content management capabilities, helping you deliver quality, personalised experiences across channels.

6. Mobile-first innovations

Mobile phone usage remains on the rise, and with it so do mobile-first innovations in the marketing world.

The global mobile marketing market size is set to compound by 24% year on year between now and 2030. And by the end of 2025, 75% of mobile users will have smartphones.

For marketers, tapping into mobile innovations is essential to targeting customers, and in a far more cost-effective way than say television ads or print campaigns.

Not to mention, mobile content is easily sharable and allows for better targeting based on location and other personalisation tactics.

To stay ahead of the curve, here are our mobile marketing technology trend predictions for 2025:

• Multimedia messaging services (MMS): SMS might seem old school, but MMS certainly isn’t. From receiving a personalised birthday cake GIF from your favourite restaurant to a bite-sized demo of the latest gaming release you’re keen on, this fun, visual and dynamic messaging format promises better engagement and interactions with customers.
• Social commerce: Shopping directly from social media is projected to become a trillion-dollar industry by 2028, seamlessly blending how we scroll with how we shop. Those shoes you like on Instagram? Just click the link, and they’re yours.
• Augmented reality (AR): AR is here to revolutionise how we shop. Want to see how that new sofa will look in your living room? Or are you wondering if that shade of lipstick will suit you? Try it out there and then.

Outdated digital marketing technology trends to leave behind

We’ve explored the MarTech trends set to shape 2025. But what about outdated marketing technology trends to avoid?

Here are three MarTech trends losing relevance, plus what to replace them with.

1. Basic chatbots

Once upon a time, script-based chatbots were groundbreaking, automating repetitive enquiries. But nowadays, these bots lack the sophistication customers want.

Modern consumers expect AI assistants that can understand context, handle complex queries and deliver personalised responses.

With 90% of businesses seeing faster complaint resolution thanks to AI-powered assistants, it’s time to replace basic chatbots with natural language processing (NLP) and machine learning-driven solutions.

2. Analytics based solely on historical data

Historical data once dominated analytics, offering insights into past behaviours to predict future trends. While useful, it’s no longer enough in a real-time world.

Predictive analytics now merges with real-time data, allowing marketers to adapt dynamically to changing customer needs and behaviours. It’s the difference between predicting trends based on last year’s patterns and responding instantly to new ones.

3. Voice search optimisation (VSO)

Voice search once promised to revolutionise consumer behaviour, but adoption didn’t scale as expected. While 35% of adults express interest in voice shopping, the future of MarTech lies in v-commerce and voice-enabled apps, which let users complete tasks like shopping and managing subscriptions.

Next steps: Build your 2025 MarTech stack

MarTech success is all about staying ahead of the curve. From AI and personalisation to privacy-first analytics and omnichannel experiences, MarTech trends are shaping the future of marketing. The winners will be those who embrace innovation and leave outdated practices behind.

It’s also important not to get shiny object syndrome. Experiment with new technologies and tools, but don’t implement a whole new MarTech stack just for the sake of it. Instead, start by identifying your specific goals to prioritise tools that will genuinely help your business needs.

For a deeper dive into selecting the right tools, check out the guide to building the ultimate MarTech stack here.