What will be expected of you as a marketer in 2025?
With these insights, you can make 2025 a successful marketing year.
The marketing world stands on the brink of radical changes that require marketers to adapt, as shown by our CMO Barometer research. In 2025, marketing teams will face high expectations and a complex environment. They must be both creative and strategic, embrace technological innovations like AI, and at the same time retain the human aspect of marketing. With these insights, you can make 2025 a successful marketing year.
Creativity and strategic thinking at the forefront
In the Netherlands, marketing teams are placing increased emphasis on creativity and strategic thinking. With the rise of artificial intelligence (AI) and advanced digital tools, it’s essential that marketing teams not only stay informed about the latest developments but also integrate them effectively into their marketing strategies. Current marketing knowledge and digital skills will be indispensable.
Increasing self-reliance within organizations
The research shows a clear trend toward greater self-reliance and strengthened strategic capacities within marketing departments. Teams are expected to operate more independently and rely less on external agencies. This demands a wide range of skills within the team, from data analysis and technological expertise to content creation and customer insights.
A new role for external agencies
As marketing teams become more self-reliant, their relationship with external agencies is also changing. CMOs seek partners who proactively contribute ideas, provide innovative suggestions, and help achieve strategic goals. Agencies must adapt to these new expectations and offer more than just executional tasks.
Tjitske Maathuis, General Manager at Mediaplus Netherlands, part of the Serviceplan Group, explains: “It’s essential that agencies redefine their role. We need to go beyond simply carrying out tasks; we must be a proactive partner that offers innovative ideas and strategic insight. By working together and truly contributing to our clients’ goals, we create added value in a rapidly evolving marketing landscape.”
Strong leadership and human skills
Strong leadership remains crucial to the success of marketing teams. Leaders must be open to new ideas, flexible, and capable of integrated thinking. Qualities such as empathy and humor are becoming increasingly important to inspire and motivate teams in an era of constant change. The study shows that the human aspect of marketing must not be lost, even as technology’s influence grows.
Focus on deeper customer relationships
In 2025, the emphasis will be on building deeper customer relationships through personalized content and experiences. Marketing teams must be able to use data effectively to personalize the customer journey and increase engagement. This requires close cooperation between different disciplines within the team and a customer-centric approach.
Integration of artificial intelligence
AI tops the agenda for Dutch CMOs and their teams. It’s not about short-lived trends, but the meaningful and effective use of AI tools to improve marketing performance. Teams should therefore develop the skills to work with AI, not only to optimize processes but also to stimulate creativity and innovation.
Conclusion
By investing in broad skill sets, strong leadership, and a focus on deeper customer relationships, marketing teams can successfully navigate the challenges of the coming year.
For more information about our CMO Barometer, visit: