Marketing & Communication in 2025:
Key Trends Shaping the Future
As we step into 2025, marketing and communication are undergoing significant transformations. At Spark Strategic Communication, we have explored the latest developments and identified the key trends that will shape how businesses engage and communicate: AI and Human Creativity in Harmony AI continues to revolutionize the way we work, but the real magic happens when technology and human creativity come together. The key to success lies in leveraging these tools effectively while maintaining authenticity. Sustainability Beyond a Trend Sustainability has evolved from a CSR initiative to the core of brand strategy. The most successful companies are those that integrate sustainability into everything—from product development to storytelling. Short-Form Content with Long-Lasting Impact While attention spans are shrinking, the potential to build deeper connections with your audience is growing—if you know how to communicate with precision and perfect timing. Authenticity and Trust in a Digital World In an era of algorithms and automation, true authenticity and transparent communication are what foster trust and loyalty. Trends may be global, but solutions are often local and tailored. The question is: How can we navigate these changes together to create value—not just for businesses, but for society as a whole? We’d love to hear your thoughts—what trends do you think will shape the future?
Why Does Your Company Need a Cyber Crisis Plan?
It is no longer a question of if your company will face a cyberattack, but when. Despite this, many businesses lack a clear crisis plan for responding to an attack. A well-developed crisis plan enables a company to react quickly to a threat, minimize damage, and restore operations as soon as possible. A cyber crisis plan should include: A risk assessment that identifies the most vulnerable areas of the business. Incident response procedures outlining how the company should react when an attack is detected. Recovery plans with processes to restore normal operations after an attack. A critical part of any crisis plan is clearly defined roles and responsibilities. In a cyber crisis, time is of the essence, and everyone in the company must know what is expected of them. The IT team must quickly identify and isolate the threat. Communications professionals must manage both internal and external messaging, ensuring that customers, media, and employees are properly informed. Leadership is responsible for ensuring that decision-making is swift and well-founded. By assigning these roles in advance, your company can respond in a coordinated and efficient manner when a crisis strikes. Crisis Communication – Keeping Stakeholders Informed During a cyberattack, managing the internal response is only part of the challenge—how you communicate externally can be crucial in protecting your company’s reputation. Crisis communication is an essential tool to ensure that the right messages reach the right people at the right time. Clear, honest, and timely communication is key. Tailor messaging to different stakeholders. Long-term rebuilding of trust is essential. No one can predict exactly when or how a cyberattack will occur, but companies that prepare with a well-structured crisis plan, clearly defined roles, and a strong communication strategy are better equipped to handle such a crisis. Ultimately, it is not just about protecting IT systems—it is about safeguarding your company’s reputation and future.
Performance marketing & long term brand building are crucial for sustainable growth
In today’s high-speed marketing world, many companies prioritize short-term gains over long-term brand building. While immediate sales are tangible, focusing solely on performance marketing can sacrifice the lasting growth that comes from a strong brand foundation. As Les Binet and Mark Ritson remind us, true growth happens when we balance short-term wins with long-term brand investment. Performance Marketing: The Power of Short-Term Wins Performance marketing is immediate and measurable, providing quick insights through metrics like click-through rates and conversions. Yet, relying too heavily on this approach can lead to a “growth treadmill,” where constant spending is needed just to maintain sales. The Risks of a Short-Term Focus Heavy emphasis on short-term goals risks reducing brand interactions to mere transactions. Les Binet warns that “short-termism” undermines sustainable growth, eroding the emotional connections that drive customer loyalty. Binet’s research with Peter Field suggests a 60:40 split — dedicating 60% of the budget to brand building and 40% to short-term activation for optimal growth. Why Long-Term Brand Building Matters Brand building may not deliver instant results, but it creates memorable associations and long-term customer loyalty. Ritson emphasizes building emotional connections through distinct “brand codes” — unique visual or conceptual assets that make brands memorable, like Coca-Cola’s red or Apple’s sleek design. Finding a Balance for Sustainable Growth Blending short-term performance with long-term branding creates a feedback loop. Long-term brand equity enhances the impact of short-term campaigns, while successful short-term tactics bolster brand awareness. Here’s how: -Assess Your Market Context: In competitive markets, a balance can enhance visibility and build customer loyalty. -Set Clear Goals: Distinct KPIs for brand and performance metrics help gauge success. -Develop Brand Codes: Distinctive brand assets amplify recognition. -Experiment with Allocations: Begin with the 60:40 guideline and adapt as needed. By balancing both strategies, companies meet short-term targets and build enduring brand strength. As Mark Ritson states, “Brands aren’t built in a day, but they can be destroyed in one.”