4 Shifts Reshaping Marketing Strategy in 2025
8/12/2025 April Masters
Marketing no longer comes with a playbook. In 2025, strategy isn’t just about tactics — it’s about mindset. Adapting to change should be considered the new norm. However, according to recent RRD research, 48% of marketers say it’s difficult to keep up with the pace of change. From AI acceleration and rising consumer expectations to leaner teams and tighter budgets, marketers are being pushed to rethink how they lead, plan, and grow.
RRD’s 2025 Marketing Priorities Report explores how leaders across industries are adapting to this rapidly changing environment. Based on responses from 541 U.S.-based marketing professionals and supported by insights from RRD experts, the report highlights four priority shifts that forward-thinking marketers are making to turn uncertainty into opportunity:
1. The shift from vendor management to strategic partnership
Today’s marketers are under pressure to do more with less, which translates to smaller teams, tighter budgets, and rising expectations across the board. To stay competitive, many are turning to partners for support that goes well beyond execution.
- 74% cite team constraints as a serious challenge
- 69% report limited manpower
- 74% are concerned about vendor reliability
The mindset shift? Strategic outsourcing isn’t just about capacity — it’s about collaboration. Marketers are seeking partners who bring accountability, agility, and specialized expertise to help close capability gaps and share responsibility for results. The right partner doesn’t just support the strategy. They help shape it.
2. The shift from data collection to data activation
Marketers are not short on data. Many are swimming in it. The real challenge is managing that data in a way that doesn’t become overwhelming by organizing it, making sense of it, and acting on it. In 2025, the focus isn’t just on collecting insights, but on building systems and partnerships that help marketers put data to work quickly, efficiently, and effectively. That’s why the top investment areas this year center on tools that drive action and strengthen customer relationships.
- 80% are investing in CRM programs
- 75% are prioritizing case studies, testimonials, and product reviews
- 75% are focusing on outreach and retargeting for lapsed customers
Artificial intelligence, machine learning, and customer data platforms help marketers make more informed decisions. But the most important part is the mindset shift. Insights hold little meaning if you don’t act on them.
3. The shift from channel planning to experience design
Modern consumers don’t think in terms of channels. They expect a seamless experience, no matter where or how they engage. That’s why marketers are moving beyond traditional channel-based planning and adopting an experience-first mindset.
- 82% say integrated digital-physical touchpoints matter
- 80% emphasize seamless omnichannel strategies
- 61% are prioritizing in-person events
- 55% are funding virtual ones
Retail media, e-commerce, and brand activations are no longer separate tactics — they’re part of a larger effort to create continuity, relevance, and connection across every touchpoint.
4. The shift from personalization to permission-based trust
Personalization still drives engagement, but consumers now prioritize relevance and want control over how their data is used. In response, marketers are reconsidering their approach to personalization in a privacy-first world.
- 84% say personalized communication is vital for maintaining customer relationships
- 79% say privacy regulations present a significant obstacle
- 42% plan to rely on external partners to support privacy and compliance
This shift encourages a mindset based on transparency and trust — and consumers expect a value exchange when sharing their data. Marketers who respect this and develop privacy-focused personalization strategies will earn more than just clicks — they will build long-term loyalty.
The most innovative strategies begin with a change in thinking
Success in 2025 isn’t about doing more of the same. It’s about evolving how you view strategy, partnership, and growth. For marketers facing increasing complexity and higher expectations, these mindset changes can be the difference between staying current and falling behind.
Read the full report, RRD Research: The 2025 Marketing Priorities Report, and explore additional insights tailored to your industry.
April Masters is RRD’s Senior Content Marketing Manager.