As we move into 2025, marketing technology is hitting its next big stride. New innovations are reshaping how brands connect with their audiences, creating more personalised, engaging, and sustainable experiences. Here's a closer look at the top trends that are transforming the industry - and of course we will focus in on how tools like Adobe and Salesforce are making them a reality.
We’re not just talking about “Hello, [First Name]” emails anymore (even better when they would address you as your email selected during your adolescent years). Hyper-personalisation in 2025 is AI-driven, real-time, and predictive. Brands can anticipate what customers want before they even know it themselves. Think product recommendations based on behavioural insights, or content that changes dynamically as users interact with it.
Platforms like Adobe Experience Manager and Salesforce Marketing Cloud are already in the thick of this, helping marketers move from generic campaigns to more relatable influences that make the consumer say “Wow, they get me”. This isn’t just about better click-through rates, it’s about making customers feel seen and giving them confidence that what they purchase will match their vision (something that has always been lost within eCommerce)
Augmented Reality (AR) and Virtual Reality (VR) are no longer tech reserved for the elite few or a new gimmick for the gaming world. They’re mainstream now and they’re revolutionising how brands interact with audiences. Both the fashion and interior deign industry have latched on here the best - from trying out sunglasses virtually before you buy, to walking through a virtual showroom to ensure that new chair matches your current room.
Adobe’s AR Aero tool makes it easy for creatives to whip up AR experiences, while Salesforce’s eCommerce tools are integrating these experiences into everyday shopping. As Mixed Reality (MR) gains traction, brands have the chance to create deeply immersive, emotionally engaging customer journeys
Say goodbye to third-party cookies and hello to first-party and zero-party data. Customers want brands to be upfront about data use and are willing to share their preferences - but only if there’s trust and value in return.
Using tools like Adobe Real-Time CDP or Salesforce’s robust data ecosystems, marketers can harness first-party data to create tailored experiences while staying compliant with evolving privacy laws. The days of “spray and pray” marketing are over. Welcome to the era of consent-driven, trust-building strategies
Influencer marketing has grown up. It’s no longer about spraying cash at anyone with a following. AI now helps brands identify the right influencers, predict campaign success, and ensure collaborations feel authentic (and deliver results).
Salesforce’s analytics tools make influencer campaign tracking seamless, while Adobe’s creative suite helps influencers bring campaigns to life. The result? Partnerships that don’t just feel real—they work
Marketing isn’t just about selling anymore through a need, but rather it’s about values. Sustainability is becoming non-negotiable for consumers. Brands that aren’t transparent about their environmental or political impact risk losing relevance.
Adobe and Salesforce have been vocal about their green initiatives, and their platforms are helping businesses showcase sustainability efforts - from supply chains to packaging. A pro tip for marketers? Align your storytelling with genuine sustainability practices. It’s not just a good look - it’s a good move
MarTech in 2025 is all about one thing: building smarter, more meaningful connections with customers. The brands that thrive won’t just be the ones using the latest tools but those that genuinely understand their audiences and can scale authenticity.
The real challenge lies in striking the balance - can personalisation and automation co-exist without feeling artificial? Whether you’re already embracing these trends or still figuring out where they fit into your strategy, one thing is clear: the future is here, and it’s filled with opportunity.
How do you see these trends shaping your marketing approach? Are there tools or strategies you’re exploring to stay ahead? And on the flip side, do you foresee any challenges or drawbacks with these innovations?
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