Marketing Predictions for 2025: Go Backwards - Not Forward.

I rarely make these prediction posts because I think I would say the same thing every year, and then people would say I have no original thoughts, but as we gear up for 2025, there’s one clear thing: brands can no longer afford to keep operating at arm's length from their customers. We’ve spent years obsessing over growth hacks, data analytics, and automation, but the tides are changing. The world is about to get a lot more unpredictable, and consumers are more empowered than ever before. To thrive in the coming year, brands need to rediscover something that many have lost sight of — the power of community and being human.

The Rise of the Empowered Consumer

Consumers today are no longer passive recipients of advertising. Thanks to social media and the rise of digital platforms, they have become active participants in the conversation. They can make or break a brand’s reputation with a tweet, a comment, or a review. They have access to endless alternatives and can find information about your company with just a few clicks. In 2025, the stakes will be higher, and customers will demand more than just a good product — they’ll demand a relationship.

Why Community Management is the Key

It’s easy to forget that community management was once the cornerstone of startup culture. Back in the early days of tech startups, companies like FreshBooks understood the power of building real, human connections with customers. I’ll never forget leading two cross-country RV tours at FreshBooks, where we met as many customers as we could, eating breakfast, lunch, and dinner with them. These intimate moments gave us invaluable insights into their lives, needs, and challenges. It wasn’t just good for business; it was essential for creating loyal, long-lasting customer relationships.

Mike McDerment , FreshBooks’ CEO, instilled a company-wide belief that if you were traveling for work, you should host a customer dinner. These dinners were sometimes for four people, sometimes for forty, but they were always impactful. They weren’t just a nice gesture; they were a vital part of building a community. Saying “thank you” to customers is essential not just for goodwill but for fostering brand loyalty.

In the rush to grow quickly, community management as a whole in many companies took a back seat to growth hacking. Brands focused more on acquiring as many customers as possible through paid ads and automated systems. But in doing so, many lost the human touch that makes people feel connected to a brand, and churn became a real problem because loyalty and experience were an afterthought.

The Rebirth of In-Person Engagements

Sure, we can manage communities online — and we should. But there’s something irreplaceable about meeting your customers face-to-face. We can tweet, like, and comment until the cows come home, but these interactions often lack the depth that comes with in-person conversations. That’s why companies need to go back to events and roadshows. Whether it’s hosting intimate dinners, launching pop-up shops, or organizing large-scale roadshows, the key to winning over customers in 2025 is simple: show up.

These events are more than just marketing opportunities — they are a chance to build trust, listen to feedback, and humanize your brand. When you take the time to meet your customers where they are, you tell them they matter. And when they feel valued, they become your most loyal advocates.

The Shift from Growth Hacking to Relationship Building

Growth hacking may have been the sexy buzzword of the last decade, but in 2025, the focus is going to shift to something much more meaningful: building relationships. In a world where authenticity and transparency reign supreme, brands need to be real. This doesn’t mean throwing out the tools of growth hacking; it means balancing them with a genuine effort to connect with customers on a human level. It’s time to go back to community management, not as a “nice-to-have” but as a core pillar of your marketing strategy.

To be clear, I’m not suggesting we abandon digital strategies. Online communities, social media engagement, and personalized customer support will still play an essential role in brand success. But we need to remember that digital interactions are just one part of the equation. In-person events, roadshows, and grassroots efforts can create connections that technology alone can’t replicate.

The Power of Listening and Engaging

A big part of community management is simply listening. In my experience, some of the best marketing insights have come from casual conversations with customers. The most valuable feedback often happens in the unguarded moments — when someone feels comfortable enough to share their real thoughts. But it’s not enough to just listen; you need to act on what you hear. Show your community that you care by implementing their feedback, whether it’s improving a product feature or addressing a concern.

Community management also goes beyond solving problems — it’s about delighting your customers. A simple thank you or a thoughtful gesture can go a long way in making your community feel special. Whether it’s sending out a surprise gift or just responding with empathy to a customer’s comment, these small acts can have a huge impact.

Looking Ahead: The Future of Marketing

So, what does all of this mean for marketing in 2025? As we move into a new era of consumer empowerment, brands will need to put more effort into understanding and engaging with their audiences. Online communities will continue to grow, but brands should also invest in in-person experiences to deepen these connections.

As a marketer, it’s your job to build and nurture a community. Don’t just focus on the quick wins; focus on the long-term relationships that will sustain your brand for years to come. The unpredictability of 2025 is coming, and the brands that will thrive are the ones that prioritize people over profits, authenticity over automation, and relationships over transactions.

Let’s go back to the roots of what made startups successful in the early 2000s. It wasn’t just about scaling fast; it was about making real connections with customers. As we move into 2025, let’s make community management a cornerstone of our marketing strategies again.

Because at the end of the day, people want to be heard, valued, and appreciated. And when you get that right, you’ll have customers for life.

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