Despite the many changes that have occurred in the world of marketing over the decades, and centuries, the fundamental goal remains the same – to persuade consumers to buy a product or service. What has changed are the methods used to achieve this, as well as the ways in which consumers receive and respond to that advertising. In particular, marketing in the 60’s, also known as the “Golden Age of Advertising”, has some messaging similarities to 2025, but without the tools and capabilities that technology brings to the table today.
During the 60’s, marketing agencies conducted surveys, focus groups, telephone interviews and the like to gather profile data to accurately target their campaigns. During this time, there was a surge to incorporate creativity, humor, irony, and irreverence particularly when appealing to the younger generation. This included iconic campaigns, mascots, and storytelling. Product-centric marketing from the 50’s shifted to consumer-centric strategies. The increased popularity of TV gave brands a new way to connect with their audience.
Fast forward to the 2020’s and the industry is operating by revolutionary advancements in technology, as well as shifts in consumer and business behavior. Everyone is online.
Today AI applications have surged in use and are a core component of modern marketing, operations, products, and services. This integration has enabled smarter and faster processes, enhanced data gathering, targeted and personalized customer experiences, streamlined decision-making, stronger cybersecurity measures and predictive analytics.
Marketers continue to prioritize customer experience, as they should, building trust through transparency, and embracing multi-channel integration. Ethical goals such as authenticity, and building trust and value, haven’t changed since the 60’s, but the tools available today are transforming how business engages the audience.
Today’s key strategies:
1 – Targeted messaging has become increasingly sophisticated, using data to deliver highly relevant messages to specific audience segments across all platforms. This personalized content tailors messaging to individuals in an effort to make an emotional connection.
2 – AI-powered tools streamline the process of creating, managing, and optimizing ad campaigns across multiple platforms. Automating many tasks allow marketers to focus on higher level work.
3 – Using predictive analytics forecast trends, optimize ad spend, and improve overall campaign performance.
4 – AI content generation allows for faster creation of ad copy, visuals and video. This content should be used to educate, entertain, and build relationships.
5 – Short form video dominates popular platforms like TikTok, Instagram Reels, and YouTube Shorts for engaging, attention-grabbing value-driven content.
6 – Authentic content builds trust, transparency and ethical practices resonates with audiences, often with user-generated content and behind-the-scenes glimpses.
7 – Use of interactive content includes polls, quizzes, and shoppable features to boost engagement and drive conversions.
8 – Immersive experiences allow consumers to interact with products and ads in new ways. Immersive experiences can include personalized virtual try-ons, adaptive in-store experiences, and contextual overlays.
9 – Social media integration is increasingly used, allowing users to make purchases directly within the app.
10 – Influencer marketing – particularly with micro-influencers, is a powerful tool for reaching niche audiences and further building trust.
11 – Build trust through transparency and ethical practices. Consumers are increasingly drawn to brands that align with their values, including sustainability and social responsibility.
12 – Email marketing continues to be a valuable tool for personalized communication and nurturing leads.
As a backdrop, social and political turbulence are common denominators for these two decades. Advertising in 2025 has surged in its reliance on technological advancements and access to information. Data privacy, ethical practices, shoppable social commerce and immersive experiences are capabilities that will engage your followers. Enjoy being creative in these areas and stay flexible to meet ever-evolving consumer expectations. 2025
