Routine is not enough: global transformation and local adaptation!

By: Trademagazin Date: 2025. 01. 20. 10:57

The Marketing Decision Makers Club, founded at the end of 2016 and operating as an exclusive professional community of the Hungarian Marketing Association, is summarizing for the ninth time what to expect in the field of marketing and communication in the year ahead. This time, thirteen domestic marketing and communication decision makers from different sectors summarized how we can effectively respond to the current consumer, technological, economic and social environmental challenges affecting the profession in a total of almost thirty topics along six main trend groups.

There is a great need for the power of active and creative marketing

According to artificial intelligence, 2025 will be the “Year of Transformation”, but everyone can be sure that it will not only be about this: in our almost surreal world, change only means permanence – say the leading experts. The marketing and communication trends of 2025 in Hungary are expected to follow the global trend with a slight lag, but there will also be local specificities. Data assets worth a fortune: The changing environment of recent years has clearly shown that all business and marketing decisions must be determined on a data basis, and this must be coupled with precise and immediate execution if we want to achieve success. Regardless of the industry, a company that has not yet started processing and evaluating its data assets may already be far behind. In the age of artificial intelligence, many areas of marketing are also facing a variety of new challenges and opportunities. Simply reaching “usual” and desirable brands is no longer enough for customers. Authenticity, dialogue (e.g. UGC strategies, or PodCast long-forms), solidarity, partnerships, immediacy and adaptability have become basic requirements both globally and locally.

Trend Group #2: Artificial Intelligence came, saw and conquered – but where are the skills?

More and more people are coming into more and more casual and everyday contact with various generative AI tools. However, using skills consciously is the next big step, since in Hungary it is not primarily digital skills, but skills that need serious development. In the meantime, it is clear that new technologies (e.g. AI, AR) may spread more slowly in Hungary, especially in the SME sector. Data-based decision-making, which has been indispensable until now, and artificial intelligence, which is gaining more and more ground, are gaining an increasingly greater role, which helps hyper-personalized campaigns. Digitalization everywhere and the eternal “ROI”: Digitalization remains in focus in the field of solutions and communication channels. No wonder, because it is trendy and cost-effective, but only in the case of affine target groups: ROI continues to determine the everyday lives of marketers! Meanwhile, new technologies (AI-based content creation and marketing tools, automation processes) will be noticeable this year not only in faster-reacting consumer industries, but also in trend-following B2B segments, marketing and communications leaders believe.