It’s anyone’s guess what 2025 will bring. But one thing you can count on is the tried-and-true trifecta for marketing success.
Use AI in marketing to supercharge growth. Master measurement to identify and optimise what drives business impact. And understand your customers to better meet their needs.
To help you apply these three levers for growth, we rounded up the most relevant marketing strategies and consumer insights below.
Here’s to getting your best ROI with the best AI and navigating any uncertainty in 2025 with confidence.
Use AI in everyday marketing
As the use of AI in marketing becomes commonplace in APAC, marketers who want to keep pace will need to shift from experimenting with AI to implementing it in everyday use.
The reason: Businesses that are more mature in AI adoption enjoy a 59% boost in revenue.1
Here are some ways you can make the most of AI in marketing and unlock ROI:
Chart your roadmap to AI maturity
Use this AI marketing maturity roadmap to help you pinpoint where you’re starting from, so you know what you need to do to level up your marketing with the power of AI.
Get ahead in your AI marketing journey
Move forward confidently with these three insights about how to put AI to work in your marketing journey. Learn how to overcome challenges in AI adoption, use AI to boost both efficiency and creativity, and pick the right partner, such as agencies with the expertise, to help you navigate change.
Drive AI use across your campaigns
Apply this nifty flywheel to scale the impact of AI across your marketing. When you tap into the power of AI to continuously learn, ideate, create, and expand the potential of your campaigns, you unlock opportunities for marketing to transform business.
Be inspired by AI-powered success
Learn from other brands about their AI marketing strategies. See how retailers in APAC ace peak sales seasons by using AI to help new, valuable customers confidently choose their brand, and engage shoppers across touchpoints.
Expand into new markets with AI
If you’re looking to diversify your revenue source and buffer against possible trade uncertainties in 2025, take a leaf from Hong Kong brands and India’s exporters that have used AI to power their international expansion.
You can also explore strategies to win new customer segments overseas, such as the 30-million-strong Indian diaspora or the $660 billion potential in Europe for Asian exporters.
Master measurement
It’s been said that if you can’t measure the outcomes, you can’t manage them.
So here are three ways you can master measurement, including through the use of marketing mix modelling (MMM), to clearly identify how your marketing spend drives results and better make decisions about how to optimise your growth.
Use MMM for better decision-making
MMM offers a robust yet versatile model for all types of advertisers to measure and evaluate their ad spend. This three-point framework shows you how to use MMM to make fully informed business decisions about optimising ad spend and driving revenue more efficiently and effectively.
Measure well for app business and campaign growth
For app-based businesses, MMM can provide more than just comprehensive performance data. Learn how app businesses in APAC use MMM to optimise their budget allocation and maximise their ad spend.
If you’re running iOS App campaigns, here are three strategies for how you can better measure and maximise iOS campaign performance.
Use conversion measurement solutions for profitability
Another way to unlock profitability, especially for banks, is to use privacy-centric measurement solutions and optimise for high-quality leads.
Understand consumers to meet their needs
An enduring marketing truth is to know the customer and meet their needs. Below are some key findings about consumers in a few APAC markets.
India: The latest research shows that audiences in a flow mindset are more likely to have higher purchase confidence. And in India, viewers say the top place where they’re in the flow mindset overall is YouTube.2
Here are ways you can tap into the AI power of YouTube to drive higher purchase confidence among audiences, including during the festive season.
India’s 655 million sports fans is also a huge opportunity for all brands to gain new customers. Use these sports-viewing trends in India to better engage with audiences.
If you’re looking to drive store sales via online channels, this omnichannel strategy will help you deliver seamless customer experiences that boost sales.
Australia: To connect with shoppers in Australia, first understand their mindsets, especially during the peak retail season, then put Google AI to work for you to capture more demand.
It’s also important to understand that multiculturalism is fast becoming mainstream in Australia. So here are insights into the growing community of multicultural newcomers and how you can embrace them through culturally relevant content.
As with India, Australia’s sports fans present a massive opportunity for all brands to attract new customers.
Southeast Asia (SEA): Fresh findings on how SEA consumers shop, search, and thrive online shows that they’re increasingly making purchases via video formats. Video commerce now makes up 20% of the e-commerce sector’s GMV — a more than 4X jump from 2022.3
So use the best AI for your best ROI on video campaigns. Apply these three strategies to engage SEA’s consumers via video campaigns. And unlock video effectiveness with these three tips from Kantar’s head of creative in APAC, Irene Joshy.
You might not be able to perfectly predict what 2025 holds, but you can get a solid headstart on your marketing ROI by using AI in everyday marketing, mastering measurement, and tapping into consumer insights to meet people’s needs.
