The Future of Performance & Growth Marketing – Trends to Watch in 2025
The landscape of Performance & Growth Marketing is evolving rapidly. With advancements in AI-driven automation, privacy-first strategies and emerging digital platforms, businesses must adapt to stay competitive. Marketers who embrace these changes will be better positioned to drive customer engagement, optimise conversions and achieve sustainable growth.
Key Trends Shaping Performance & Growth Marketing in 2025
1. AI & Automation: Enhancing Efficiency and Precision
Artificial Intelligence (AI) in marketing is transforming the industry by automating repetitive tasks and improving decision-making.
- AI-powered ad optimisation is reducing manual work in PPC advertising and paid media, allowing for smarter, real-time bidding and audience targeting.
- Platforms like Google Performance Max and Meta Advantage+ leverage machine learning to deliver highly relevant ads with minimal human intervention.
- AI chatbots and content generation tools (such as OpenAI’s GPT models) streamline customer engagement and content production at scale.
- As automation improves, marketers must focus more on strategic planning, creativity and data interpretation to stay ahead.
2. The Decline of Third-Party Cookies & the Rise of First-Party Data
With Google phasing out third-party cookies, marketers must shift their focus to first-party and zero-party data to maintain personalisation and performance.
- Businesses are investing in CRM systems, loyalty programs and direct customer interactions to build richer data profiles.
- Consent-based tracking and server-side analytics are becoming standard, ensuring compliance with evolving privacy regulations.
- Contextual advertising and AI-driven segmentation help target audiences effectively without relying on cookies.
- This shift underscores the importance of owning customer relationships and investing in long-term engagement strategies.
3. Short-Form Video: The Dominant Content Format
Short-form video remains the most engaging content format across digital platforms.
- TikTok, YouTube Shorts and Instagram Reels drive high levels of organic reach and engagement.
- User-generated content (UGC), paid ads and influencer collaborations are among the most effective marketing tactics.
- Brands must adopt video-first strategies that cater to fast-scrolling users with short attention spans.
- To stay competitive, businesses should experiment with AI-assisted video creation, interactive content and storytelling techniques to maximise impact.
4. AI-Powered SEO & Content Marketing
Search marketing is undergoing a transformation, driven by AI and evolving Google search algorithms.
- Google’s Search Generative Experience (SGE) is changing how search results are displayed, integrating AI-generated summaries and conversational search elements.
- AI-driven content creation, programmatic SEO and voice search optimisation are critical for maintaining search visibility.
- Brands must focus on E-E-A-T principles (Experience, Expertise, Authoritativeness and Trustworthiness) to establish credibility and maintain high rankings.
- To stay relevant, marketers must leverage AI-enhanced keyword research, semantic search strategies and personalised content experiences.
5. Growth of Retail Media Networks (RMNs)
Retail Media Networks (RMNs) are emerging as a powerful advertising channel, particularly in eCommerce.
- Platforms like Amazon Ads, Woolworths Cartology and Coles 360 provide brands with opportunities to reach high-intent shoppers.
- Businesses are shifting ad budgets to retail media, benefiting from first-party data insights and precise targeting.
- More eCommerce brands leverage these networks for performance-driven advertising directly within retail ecosystems.
- As retail media expands, brands must refine eCommerce advertising strategies, invest in optimised product listings and adopt AI-driven ad placements.
The future of Performance & Growth Marketing lies in data-driven decision-making, AI integration and adaptable strategies. Marketers who embrace these shifts will gain a competitive edge in an increasingly dynamic landscape.
Whether you're a marketing professional seeking new opportunities or a business looking for top-tier talent, partnering with SustainRecruit can help you stay ahead of the curve.
Contact
Alex Cytowska today at
alex@sustainrecruit.com to explore how SustainRecruit can support your growth marketing needs.
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