What Will Marketing Look Like in 2025? What David Bowie and Ziggy Stardust Taught Us About Marketing’s Future

Back in 1972, David Bowie’s The Rise and Fall of Ziggy Stardust and the Spiders from Mars painted a vivid picture of a futuristic, uncertain world—a vibe that feels oddly similar to the landscape marketers are currently facing.

Just like Ziggy navigated the unknown with boldness and creativity, marketers in 2025 will need to adapt to thrive. From actionable data and influencer marketing to evolving AI tools and the timeless power of human storytelling, there are plenty of opportunities for those who are willing to experiment and push the boundaries.

Let’s dive into what marketing in 2025 might look like and how you can prepare your business.

New market leaders will emerge

Remember the economic shake-ups of 2023 and 2024? Those tough years forced companies to prove they had what it takes to survive and thrive. Gone are the days of endless funding and spending. Now, businesses that adapted and weathered the storm are ready to shine.

In 2025, we’ll see fresh faces taking the lead—brands that figured out how to innovate under pressure. These challengers will disrupt the old guard and push even the most established players to level up.

With rapid tech advances, even a weekend’s worth of app development can spark new competition. For marketers, this means staying sharp, agile, and ready to innovate at the drop of a hat.

Actionable data will be more important than ever

the past few years, we’ve been obsessed with collecting as much data as possible and organizing it into neat little dashboards. But 2025 is all about action. What’s the point of data if no one’s using it?

Marketers will focus on turning insights into impact. What does this data mean? Who’s responsible for acting on it? Instead of overwhelming teams with endless reports, the goal will be clarity and ownership.

And let’s not forget that consumer behavior is changing fast. People are shopping on TikTok and other platforms that might not even exist yet. To keep up, marketers will need to turn mountains of data into simple, actionable strategies. Simplify the complex—that’s the name of the game.

Influencer marketing will become more accessible

Influencer marketing has been around for a while, but 2025 is going to take it to a whole new level. What used to be a game for big brands with deep pockets is now within reach for smaller teams. Thanks to new platforms and tools, connecting with influencers is easier and more affordable than ever.

Instead of chasing mega-influencers with millions of followers, brands will work with micro-influencers who have tight-knit, engaged communities. These partnerships feel more authentic and deliver better results. Think of it as “person-to-person” marketing, where trust and relatability rule.

For marketers, this opens up a world of possibilities. Smaller businesses can now tap into influencer marketing without blowing their budgets. It’s not just about exposure anymore, it’s about building real connections with the right audiences.

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AI tools and the way we use them will continue to evolve

AI is more than a buzzword now—it’s a tool that’s changing the way we work. In 2025, AI will continue to evolve, but the focus will be on helping humans work smarter, not replacing them. Remember the early hype about AI taking over jobs? Turns out, it’s more about partnership than takeover.

We’re already seeing AI handle repetitive tasks, generate personalized content, and save marketers loads of time. But adoption hasn’t been as fast as we thought. Why? Ethical concerns, environmental costs, and the hefty price tag of running AI systems at scale.

Speaking of ethics, marketers will need to tread carefully. Deepfake technology and AI-driven personalization are exciting, but they also raise questions about authenticity and trust. In 2025, responsible innovation will be the key to unlocking AI’s full potential without crossing any lines.

Human-to-human stories will be critical to reach your audience

While AI and tech are amazing, nothing beats a good human story. As more and more content become AI-driven, storytelling will be even more important for connecting with audiences.

Humans have been sharing stories since the dawn of time. It’s how we connect, inspire, and make sense of the world. And guess what? That hasn’t changed. While AI can help scale storytelling efforts, it’s the human moments that make people stop and listen. Real emotions. Real experiences. Real connections.

Marketers who can capture and share these human-to-human stories will stand out. Technology might amplify your voice, but it’s the heart of your story that will resonate. In a world full of noise, authenticity is your greatest asset.

What The Rise and Fall of Ziggy Stardust and the Spiders From Mars teaches us about the future of marketing

So, what exactly does David Bowie have to do with marketing? Back in 1972, he released The Rise and Fall of Ziggy Stardust and the Spiders from Mars. It wasn’t just an album, it was a vision of the future wrapped in glam rock and storytelling. The Ziggy Stardust character navigated themes of fear, uncertainty, and hope—all of which feel eerily relevant as we look ahead to 2025.

Bowie had a way of making the unknown feel exciting. His music wasn’t just about what was coming next but also about understanding what makes us human. Marketers can take a page from Bowie’s playbook by balancing innovation with empathy. Sure, embrace the cutting edge, but never lose sight of your audience’s core needs and desires.

Like Bowie’s concept album, marketing strategies in 2025 should be cohesive, forward-thinking, and rooted in universal truths. Whether you’re launching a new product or adapting to industry changes, remember: It’s all about connecting with people.

Ready for what’s next?

So, what’s marketing going to look like in 2025? It’s going to be fast, innovative, and filled with new opportunities. From fresh market leaders and actionable data to accessible influencer marketing and evolving AI tools, the industry is ready for a shake-up. But at the heart of it all is something timeless: storytelling.

David Bowie’s Ziggy Stardust reminds us that the future is full of unknowns, but it’s also brimming with possibility. By staying curious, adaptable, and deeply human, marketers can navigate whatever 2025 throws their way. Let’s take a cue from Bowie and embrace the adventure ahead.

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Subscribe to On the Record, the hard-hitting podcast that combines valuable marketing insights with classic music with surprising results.

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