By Jo Edwards, Managing Director
If marketing in 2025 had a theme it might just have to be “Expect the unexpected”. Who at the beginning of the year had meteoric rise of AI-powered search and the comeback of good old-fashioned direct mail on their bingo card?
Alongside this we have seen the growing importance of laser-targeted messaging, and the unstoppable force of short-form video.
This year has really been all about blending the best of the old with the new to try and win the attention of audiences in a crowded, and increasingly noisy, world.
I am sure we will be one of the hundreds of marketing agencies putting out a similar style of article as the year draws to a close, but let’s share our view of what happened and look ahead at what may come in 2026.
Generative search and the rise of GEO
Move over classic SEO, GEO is here. AI search systems like ChatGPT and Google’s AI Overviews are rewriting how users find information online.
I know we have talked about it a lot this year and helped many of our clients get started on their journey to being recognised by the bots, but GEO is an exciting opportunity for businesses.
In 2025, AI-powered search appeared in over half of search results in some cases, reflecting just how fast generative responses are replacing traditional links as the first stop for many users.
This shift isn’t a small change, it’s signalling a new era where brands need to optimise for answers, not just rankings. For marketers that means:
- Thinking beyond keywords to how your content is cited or used as an AI “source”
- Integrating conversational, actionable insights into your content strategy
- Measuring visibility in entirely new ways
The big lesson? If your content can power an AI-generated answer, you’re not just discoverable you’re influential.
Direct mail and in-person events make a comeback
Video may have killed the radio star, but email didn’t kill the post. It turns out it was just napping.
In 2025, direct mail has enjoyed a revival as consumers became overwhelmed by digital noise. People are opening and reading physical mail in numbers that put email engagement to shame and the channel’s effectiveness shines when it’s part of a broader, connected strategy.
Marketers also rediscovered the power of in-person events. With screens everywhere, we tend to find that a real face-to-face moment matters more than ever.
These real-life interactions cut through the fatigue of endless online messaging, build deeper relationships and anchor brands in their audience’s memory.
We hate to use marketing jargon, but this is all about multi-channel experiences that blend physical and digital touchpoints.
A postcard with a QR code that leads to an AI chat demo or a face-to-face workshop followed by a personalised email.
These combinations outperform isolated campaigns and actually keep people engaged.
Hyper-personalisation and the evolution of email
We love email, but inboxes increasingly don’t love us back. With people receiving hundreds of emails a day, generic broadcasts just don’t cut it anymore (and in all honesty they haven’t for a while).
In the last year we saw a move from broad segmented lists to hyper-personalised content and Account-Based Marketing (ABM) experiences that feel custom-built for each recipient.
That could mean dynamic content tailored to behaviour, content triggered by precise user actions or emails that respond to a lead’s needs in real time.
Short-form video dominates engagement
If a picture is worth a thousand words, a short video is worth a whole conversation.
The last few years have seen the importance of video content skyrocket and the last 12 months have seen short-form video cement its place at the heart of digital engagement.
With the average human attention span shorter than the length of many of the clips online, formats under two minutes (or ideally shorter) are now seen as the gold-standard for brand storytelling and conversion, according to HubSpot’s data.
Whether on social platforms or embedded on websites, short video delivers:
- Higher engagement than static imagery
- Faster memory retention
- Stronger emotional connection
Brands that embraced platforms like TikTok and Reels earlier in the year found they could reach niche audiences authentically, while even more traditional B2B sectors saw video boost dwell time and lead generation.
The challenge remains the creation of content, however, with too few brands buying into this approach.
what this all means for 2026
Looking ahead, these 2025 trends don’t disappear, they are most likely to evolve:
- GEO isn’t just another buzzword. It’s becoming a new battleground for visibility. Brands will need to adapt content strategies to win in AI-powered discovery.
- Multi-channel marketing isn’t optional it is essential. Consumers now expect seamless journeys that span physical and digital spaces.
- Generic campaigns will continue to underperform as audiences expect relevance and resonance, so you need to hyper personalise content.
- Short video will keep scaling as people watch hours of video weekly. Understanding how to craft compelling stories in seconds will be a core marketing skill.
2025 taught us that balance is everything. Brands need to combine emerging technology with a human touch, automate without alienating, personalise without invading privacy.
If you’re heading into 2026 without addressing these shifts, your strategy may feel like a cassette tape in a Spotify world.
Knowing where to start can be the hard part, so if you need help with your 2026 marketing strategy get in touch.
