Let’s Talk Marketing: The good, the bad, and the epic
Our experts will break down the top strategies and insights to help you refine your marketing approach and achieve even better results.
Without a doubt there are countless ways to market your services, from social media campaigns to influencer partnerships, email newsletters, and beyond.
But with so many options available, it can be tough to know which one truly makes an impact. What’s your favorite way to advertise or market your services? Whether you stick to traditional methods or embrace the latest digital trends, we’d love to hear what’s worked for you.
Our experts will break down the top strategies and insights to help you refine your marketing approach and achieve even better results.
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Marco Silva, Director for Customer Success, NielsenIQ
“For retail businesses, social commerce as a marketing tool stands as an incredibly dynamic force in the changing face of omni retail. We’ve seen this demonstrated by TikTok’s success in China, with about 55% growth versus a year ago, and this impact is now spreading to other markets worldwide.
“In Australia, our research shows one in four consumers purchase via social commerce, and their behavior shows how social media marketing and advertising is fundamentally shifting how shoppers discover, shop and interact with brands. Around 33% of consumers would search social media for product information before using traditional search engines, while 35% use it as their primary source for learning about new innovations.
“The influence on purchasing decisions is particularly strong among younger demographics, with 44% of Gen Z and 40% of Millennials suggesting they would change brands based on influencer recommendations.
“However, there are still barriers to overcome, with 60% of surveyed consumers in our survey expressing concerns about payment security on social media platforms, and 65% actively ignoring social media ads.”
Joyce Gordon, Head of Generative AI, Amperity
“Artificial intelligence is poised to be the driving force of marketing and advertising innovation in 2025. In fact, AI adoption will create a clear divide between businesses that thrive and those that struggle.
“These successful businesses will make better decisions because their teams can easily access and understand data, deliver more personalised customer experiences using generative AI, and run marketing and advertising campaigns more efficiently by using AI for tasks like drafting creative briefs and handling initial customer inquiries. Businesses that aren’t adopting AI with a cohesive strategy will fall behind.
“However, implementing AI in advertising and marketing successfully requires more than just adopting the technology. Businesses need to think carefully about implementation, and move beyond segmented AI-driven content, closer to one-to-one personalisation. This shift is possible now because AI models are becoming smaller, cheaper, and more capable, and because companies are getting better at using them.”
Robert Tadros, Founder & CEO, Impressive
“In today’s competitive environment, it’s critical that brands adapt to the rapidly changing digital landscape, leveraging data-driven and results-focused strategies to market and advertise their services.
“As we move into 2025, more and more brands will need to adopt a ’work smarter, not harder’ approach to stay competitive. The digital landscape is evolving rapidly, and large retail and eCommerce platforms must embrace programmatic SEO as a key solution to streamline and automate traditionally labour-intensive processes.
“As an example, our Skailed platform was purposefully designed to effectively transform months of meticulous work into a fraction of the time, enabling brands to optimise thousands of pages with minimal manual intervention.
“By leveraging data-driven automation, companies can better market and advertise their services and meet customer demand, stay agile in a crowded market, and drive sustainable growth – without overextending their resources.”
Lauren Clemett, CEO, The Audacious Agency
“In my 30 years in brand management, I’ve learned one thing for sure: action speaks louder than words. At The Audacious Agency, we don’t just talk about our 97% success rate in getting clients to finalist status – we shout from the rooftops about their wins.
“Why? Because seeing is believing and when prospects witness the tangible results our clients achieve, they’re instantly drawn in. We all know that testimonials and 3rd party endorsements are invaluable, but award winning recognition adds that extra layer of credibility – it’s far more compelling than any self-promotion we could ever do.
“Winning awards isn’t just about the trophy; it’s about building a powerful profile that attracts opportunities. It’s addictive! The boost in confidence and the chance to reflect on achievements are invaluable for entrepreneurs and when our clients share their award journey, others see and notice that.
“Our approach is to help clients leverage their entries from the moment they are submitted, and again when they celebrate becoming a finalist, so they maximise every moment regardless of the award outcome. The proof, as they say, is in the pudding. And the more “pudding” you have to show, the more irresistible your brand becomes.”
Jay Kim, Director of Analytics & Platform Solutions in APAC, Nexxen
“As we move further into an era of AI-driven advertising and data analytics, businesses can benefit enhancing their marketing and advertising initiatives by embracing AI and integrating it with advanced data and analytics tools.
“Continuing to integrate AI into data analytics tools is going to be a major way to strengthen those solutions, enabling deeper insights and faster, more accurate predictions.
“As an example, by leveraging predictive insights from real-time data, advertisers can optimise their campaigns and anticipate trends even more effectively, empowering them to adapt strategies quickly and thus maximise ROI.
“On top of this, as AI becomes more deeply embedded in data workflows, organisations will need to carefully balance innovation with ethical considerations.
“As this technology evolves, it will be critical to ensure the data used to train AI models is representative of diverse demographic groups and its AI systems are regularly audited to ensure biases are quickly identified and corrected.”
Annette Densham, Awards writer
“Slow and steady wins the race. People want to know you have the goods when it comes to handing over their hard earned money. The best way I’ve found to market what I do is consistently show up. Using what I’ve coined the ‘breadcrumb method’. Dropping crumbs of knowledge, information and insights so it appears like I’m everywhere. Repurposing content so I don’t have to come up with new content every day. I reuse what I have, and adapt for different platforms. I openly share my knowledge across social media platforms. I regularly post in groups and communities where I know my target audience hang out. I don’t sell. I tell stories. I share insights and tips. I answer questions. I want people to know I’m here to serve them and deliver value. I also want them to know I know my stuff. Social proof is the currency of the realm so I make sure I enter awards for crediblity, write content and articles for reputable publications and share results I’ve secured for my clients.”
Tim Mason, CEO, Eagle Eye
“Loyalty programs are set to become even more immediate and effective as a marketing strategy than ever before, due to continued innovations in real-time marketing and customer engagement.
“Advances in cloud computing and AI have increased businesses’ ability to collect and analyse data in real-time, enabling the creation of contextually relevant offers tailored to individual customer needs.
“Real-time issuance refers to the immediate creation and delivery of offers to customers based on their current behaviour, location, or context. These offers are generated and sent when the business detects a trigger, such as a customer entering a particular physical location, browsing a website, or making a specific purchase.
“Real-time redemption also refers to the immediate execution of an offer at the point of sale (POS), in-store or online, so the offer or discount is instantly applied before the transaction is completed and payment is made.
“Given this is now possible, we expect to see the speed of the delivery of offers increasing and we are likely to see more brands take on true real-time marketing.”
Anastasia Geneave, Founder & Chief Chameleon, No Grey Suits
“Building genuine connections and providing real value to an audience that I actually want to work with. I love using social media to share tidbits and advice that makes marketing feel approachable and even a bit fun for small business owners. Speaking at events, hosting workshops, and in-person networking is key to making those connections.
“Video is one of my absolute favourite tools because it allows business owners to convey their passion and joy in a way nothing else can (well, apart from in-person!). When you can share your energy, excitement, and love for what you do on camera, it builds an emotional connection that words can’t really do. Ever taken a text message the wrong way? Super easy to do with marketing, too. Video helps make sure that your intention for your message gets across. It’s awesome to see how video content helps people attract the right clients – ones who really resonate with their story and values. For me, marketing isn’t about pushing or selling; it’s about connecting and showing up in a way that feels true to you.”
Michael Haynes, SME Business Growth Specialist, Listen Innovate Grow
“At Listen Innovate Grow, we specialize in helping CEOs of Small and Medium B2B Accounting, Technology, and Law firms drive client acquisition, retention and business growth. To effectively engage with this audience, I believe in a value-driven approach centered around providing Advice and Insights while fostering meaningful opportunities for dialogue and collaboration.
“My preferred methods for promotion reflect these principles. For example, my monthly Ask Michael Anything sessions on LinkedIn Live allow me to address pressing questions and share actionable strategies directly with my audience. Additionally, my livestream show, Breaking Thru in B2B, offers a platform to feature industry experts and discuss key challenges and opportunities facing B2B firms today.
“I also prioritize in-person engagement through keynotes, workshops, and speaking tours for Industry and Professional Associations and CEO advisory groups.
“These events provide a dynamic forum to connect with leaders, exchange ideas, and showcase tailored solutions to their specific challenges.
“By focusing on education, interaction, and shared expertise, I aim to position Listen Innovate Grow as a trusted partner for CEOs seeking to expand and succeed in competitive markets.”
Peter Curran, Founder & Business Development Manager, Digital Surfer
“Marketing and advertising should be very individualised to each business. While something may work well for us, it may not work as well for the next digital marketing business or someone in another industry.
“However, the core of every marketing strategy for any business of any size relies heavily on the website. If your website is no good, it doesn’t matter how much you’re throwing into ads, emails, etc. Search engine and lead optimisation on your website is so important and is really the key to success.
“We’ve also invested more into my own personal branding this year as the business owner, and I can say it’s given us some really good results that continue to climb. So, that’s another area I recommend looking into if you want to level up in 2025.”
Alex Naumovski, Public Spectrum Portfolio and Partnerships Director, Akolade
“Events are one of the most effective ways to market services and educate decision-makers about innovative solutions. Whether it’s trade shows, conferences, workshops, or networking sessions, these gatherings provide a unique platform to engage with audiences seeking insights and partnerships.
“Participating in events positions us as industry thought leaders. Leading presentations or speaking on panels allows us to share expertise in a meaningful way—educating rather than selling. Decision-makers value providers who offer genuine insights and demonstrate a deep understanding of their challenges.
“Face-to-face interactions foster trust and connections that digital ads or emails can’t replicate. Whether through conversations at exhibit booths or sponsoring networking sessions at our data analytics event, these moments address individual concerns and leave lasting impressions.
“Events are more than just visibility—they create memorable experiences. With thoughtful follow-ups, like personalised messages or exclusive resources, our efforts continue beyond the event, keeping our solutions top-of-mind.
“Ultimately, events build credibility, foster relationships, and make a lasting impact, setting us apart in a competitive market.”
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