Biggie shows trends 2025: AI, multi-screen and influencer marketing
In its new Trend Report 2025, Biggie sheds light on how AI, multi-screen advertising and the maturity of influencer marketing are shaping the future of marketing. Companies must adapt flexibly in order to operate successfully in the "messy funnel" and the networked media world.
With its Trend Report 2025, the global marketing agency Biggie presents a comprehensive analysis of key developments in marketing. The report shows how technological and social change is radically transforming marketing and which strategies companies need to pursue in order to remain competitive.
The "messy funnel": a challenge for data-driven strategies
The traditional purchasing decision has changed considerably due to fragmented target groups and the abolition of cookies. In the "messy funnel", the decision-making process becomes confusing and traditional methods of performance measurement no longer work. Biggie recommends data-based approaches such as marketing mix modeling, brand impact tests and panels to optimize performance and precisely address target groups despite increasing intransparency.
Artificial intelligence: driving a cultural revolution
Biggie identifies AI as the most significant driver of marketing in 2025, fundamentally changing work processes as platforms such as Meta, Google and TikTok develop specialized AI campaign formats. Tools such as Meta's "Advantage", Google's "PMax" and TikTok's "Smart+" are opening up new opportunities for companies to run automated, targeted campaigns. The report advises brands to test these new formats at an early stage and compare them with ongoing standard campaigns in order to assess the added value.
Multi-screen advertising: boundaries are blurring
In the multi-screen era, the traditional boundaries between television, streaming and mobile content are disappearing. Viewers stream series on smartphones and watch YouTube videos on smart TVs. Connected TV (CTV) and networked devices open up enormous potential for advertisers, but require a clear strategy for integrating different platforms. AI will help to tailor advertising to viewer preferences and improve the viewing experience.
The new influencer marketing: long-term and immersive
Biggie sees influencer marketing reaching a new level of maturity. Instead of simple product placements, brands are increasingly focusing on culturally relevant collaborations and immersive content that creates deep engagement. Micro- and nano-influencers offer particular advantages: With their authenticity and local community ties, they appeal to specific target groups and provide brands with relevant reach at a regional level.
Biggie's conclusion: act innovatively, be future-proof
Companies will face unprecedented challenges in 2025, but can turn them into opportunities through the intelligent use of AI, data-driven strategies and creative influencer marketing. Biggie's trend report provides a clear outlook on upcoming developments and offers concrete recommendations for action to successfully shape the future of marketing.
