As we approach 2025, the business landscape is bracing for changes in marketing and advertising driven by technological advancements, economic shifts, and evolving consumer preferences. From the impact of artificial intelligence to shifts in advertising costs, brands are navigating a complex digital environment. Here’s a look at the trends that will shape marketing in 2025 and how businesses can adapt for growth.

Rising Advertising Costs on Key Platforms

Advertising costs on popular platforms like Meta and Google are expected to continue rising in 2025. As more brands allocate budgets to digital advertising, competition for premium ad placements has intensified. Higher CPMs (cost per thousand impressions) are becoming the norm, especially for the most visible spots, such as top Google search results or prime placements on social media feeds. For businesses, this means two things:

• Prioritize High-Intent Keywords: For brands using search advertising, focusing on high-intent keywords that drive conversions will be essential. While these keywords come with a premium, they often yield better ROI.
• Explore Alternative Platforms: With advertising costs rising on Meta and Google, businesses may find better value in emerging or underutilized channels, like connected TV (CTV), programmatic display, and native ads, which offer lower CPMs and targeted reach.

The Growing Role of Connected TV (CTV) Advertising

Connected TV has been gaining traction, and 2025 could be a breakout year for this medium, especially for smaller and mid-sized businesses. CTV advertising allows businesses to reach audiences watching streaming content on smart TVs, tablets, and mobile devices. Key advantages of CTV advertising include:

• Enhanced Targeting: CTV offers precise targeting options, similar to digital ads, enabling brands to focus on specific demographics and interests.
• Cost-Effective Reach: Compared to traditional TV advertising, CTV is accessible to smaller budgets, allowing businesses to get in front of their local audience without the high costs associated with broadcast television.

AI-Driven Creativity and Content Creation

Artificial intelligence has been integrating into the creative process across various platforms, including Adobe, Canva, and HubSpot. While AI in design and content creation won’t fully replace creative professionals, it’s transforming how quickly and efficiently they can deliver projects. Here’s how businesses can leverage AI in 2025:

• Enhance Efficiency: AI tools can generate drafts, ideas, and even polished visuals, reducing the time designers spend on routine tasks.
• Focus on Purpose-Driven Content: Successful designers and marketers will focus on purpose and intent behind each creative piece, using AI as a tool to support strategic goals rather than relying on it for full autonomy.

The key to using AI effectively will be combining human insight with machine efficiency. For example, designers can use AI to quickly iterate concepts and then apply their creative judgment to refine the final product.

The Shift Toward Programmatic Advertising

Programmatic advertising, including display, audio, and native ads, is becoming more accessible and attractive to businesses seeking lower-cost alternatives to Meta and Google ads. Programmatic advertising leverages automation to buy and place ads in real time, allowing brands to reach specific audiences without the high costs associated with major platforms. In 2025, expect more brands to experiment with programmatic advertising, especially if costs on traditional platforms continue to rise.

• Greater Flexibility and Reach: Programmatic ads allow brands to reach users across various sites and platforms, providing a balanced approach to advertising.
• Conversion Tracking and Retargeting: With programmatic, businesses can track conversions and retarget interested users, enhancing the overall effectiveness of campaigns.

Evolving Creative Trends and Platform-Specific Content

In recent years, the importance of platform authenticity has grown. Platforms like TikTok have cultivated specific creative styles—often emphasizing authenticity over high production quality. In 2025, brands should focus on the following creative trends:

• User-Generated Content (UGC): UGC-style content has become a trusted format for showcasing products and building consumer trust. However, as more brands adopt this style, audiences may become savvier about spotting “fake” UGC, or content created by influencers rather than actual users. Brands should aim to incorporate genuine testimonials and reviews to retain credibility.
• Diverse Creative Formats: With platforms continually evolving, brands need a variety of content formats to maintain platform authenticity. Experiment with different styles, from short-form videos on TikTok to longer, informative posts on LinkedIn, tailoring each piece to the specific platform and audience.

Economic Factors and Strategic Flexibility

Economic uncertainty has many brands considering how to budget for 2025. The economy plays a significant role in advertising costs, as downturns often reduce competition and open up advertising space at lower prices. For businesses, this means preparing to adapt quickly to economic shifts. Brands that stay agile in their marketing and are ready to capitalize on lower advertising costs during downturns will have an advantage.

• Consider Counter-Cyclical Opportunities: Brands that remain aggressive with advertising during economic dips often capture greater market share when competitors pull back.
• Focus on Essential Marketing Channels: Rather than cutting budgets across the board, focus on high-ROI channels and tactics that continue to drive value regardless of economic conditions.

Connected Customer Journeys with AI and Retargeting

As AI and automation improve, brands have more tools to create seamless customer journeys. Retargeting will continue to play a crucial role, helping brands stay connected with users as they move through the marketing funnel. Key tactics for 2025 include:

• Integrated Retargeting Across Platforms: Retargeting audiences across multiple channels, from display ads to social media, ensures brands stay visible and encourages repeat engagement.
• Enhanced Personalization: With AI, brands can segment audiences more precisely and create personalized ad experiences based on user behavior, preferences, and buying intent.

Final thoughts: Preparing for Marketing in 2025

The future of marketing will be shaped by rising advertising costs, AI integration, and new avenues for reaching audiences through connected TV and programmatic advertising. By staying agile and willing to adapt, businesses can leverage these trends to drive growth and stay competitive. Brands that embrace a mix of high-quality creative content, new technology, and flexible strategies will be well-positioned to thrive in 2025 and beyond.

The post Marketing in 2025: What you need to know to stay ahead of the trends appeared first on Webdashmate Marketing.

Creating a successful marketing strategy is essential for business growth. A well-planned strategy is much more than simply choosing where to advertise—it’s about connecting with your audience, setting clear goals, and building a strong funnel that moves potential customers from awareness to conversion. Here’s a step-by-step guide to crafting a marketing strategy that will drive growth and long-term success.

Define Your Audience

The foundation of any effective marketing strategy is a clear understanding of your audience. To identify your target audience, start by asking:

• Who are your ideal customers?
• Where do they spend their time online?
• What problems do they need solved?

By answering these questions, you can create a detailed profile of your audience, which will help you tailor your messaging and choose the right platforms to reach them. Keep in mind that different customer personas may interact with various platforms, so knowing where they’re most active will guide your marketing decisions.

Set Clear, Measurable Goals

Next, define what you want to achieve with your marketing strategy. Are you looking to increase sales, generate leads, or build brand awareness? Each goal may require a slightly different approach. For example:

• E-commerce businesses may prioritize direct purchases.
• Service-based businesses may focus on generating leads for their sales team.
• SaaS companies might aim to increase free trials or demo sign-ups.

Having a clear end goal allows you to shape your marketing approach and measure success more accurately. Consider using SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to create realistic objectives that guide your strategy.

Choose the Right Marketing Channels

Once you know your audience and goals, it’s time to choose the best platforms to reach potential customers. Two primary channels to consider are search engines and social media.

Search Advertising

• Best for high-intent audiences who are actively looking for specific products or services.
• Platforms like Google Ads are excellent for direct-response campaigns where users are more likely to make quick purchasing decisions.

However, competing with established brands on search engines can be expensive. Analyze the cost per click and competition level in your industry to determine if search advertising fits your budget.

Social Media Advertising

• Social platforms like Facebook, Instagram, and TikTok are ideal for brand storytelling and audience engagement.
• Social ads work well for visually appealing products or services that benefit from creative storytelling.

Social media lets you educate potential customers, build trust, and connect with them on a personal level. This is especially beneficial for brands with unique value propositions that need to be conveyed visually.

Build a Marketing Funnel

A well-designed marketing funnel is essential to moving potential customers from awareness to conversion. Your funnel should include all key components, such as a website, landing pages, emails, and retargeting ads. Consider these elements for each stage of the funnel:

1. Awareness: Use social media ads and search engine ads to introduce your brand.
2. Consideration: Direct traffic to optimized landing pages where they can learn more about your product or service.
3. Conversion: Encourage sign-ups, purchases, or bookings based on your business goals.

Design each step of your funnel to guide visitors smoothly from one stage to the next, making it easy for them to take the desired action.

Optimize Landing Pages for Conversions

Your landing pages are where potential customers decide whether to engage with your business. Each page should:

• Engage visitors with compelling visuals and clear messaging.
• Include clear calls to action (CTAs) that guide users toward conversion.
• Track user engagement to identify points where visitors may drop off without converting.

A well-optimized landing page should reflect the messaging in your ads and give visitors a seamless experience, reducing the likelihood of losing potential customers.

Use Retargeting, Email, and SMS to Re-engage

Only a small percentage of visitors will convert on their first visit. For those who are “thinking about it,” leverage retargeting ads, email marketing, and SMS to stay top-of-mind:

• Retargeting ads: Show ads to people who visited your website but didn’t convert, encouraging them to return.
• Email marketing: Offer an incentive (like a discount or valuable content) to sign up for your email list.
• SMS: With high open rates, SMS is a powerful way to remind potential customers about your products.

By using these methods, you can re-engage visitors and increase the likelihood of conversion over time.

Analyze Performance and Adjust

To ensure your marketing strategy continues to drive results, it’s essential to track performance at every stage. Evaluate metrics like:

• Click-through rates on ads
• Bounce rates on landing pages
• Conversion rates from different channels

By analyzing these insights, you can identify gaps in your strategy and make micro-adjustments that improve overall results. For example, if you notice high engagement on social media but low conversions on your website, you may need to enhance your landing page experience or adjust your CTAs.

Creating a Balanced Marketing Strategy

Each part of your marketing strategy—from the ads to the landing pages to the follow-up emails—plays a crucial role in achieving business growth. A holistic approach that balances targeting, messaging, and engagement at every stage of the funnel will help you convert more leads and increase your bottom line.

As you refine each element of your strategy, you’ll see improved performance across the board. Building a successful marketing strategy takes time and effort, but by following these steps and regularly optimizing your approach, you can create a sustainable path to business growth and long-term success.

The post How to craft a marketing strategy that will lead to business growth appeared first on Webdashmate Marketing.

Creating ads that drive results requires more than a great product or service. You could have the best product in the world, but if you can’t capture its essence in 30 seconds, your efforts may go unnoticed. Here’s a deep dive into strategies for high-performing ad campaigns that truly resonate.

The Power of Simplicity and Market Adaptation

In today’s landscape, targeted ad strategies have shifted. With Apple’s iOS 14 update, platforms can no longer track user behaviors across other apps without permission, limiting direct interest targeting. This makes it vital for ads to perform well independently. Now, ads act as their own identifiers, helping platforms like Meta understand who the audience might be based on how users interact with the ad itself. As competition in digital advertising increases, brands must capture attention and build awareness faster than ever.

Broad Targeting and Funnel Strategy

A winning approach often involves “broad targeting,” where platforms gather audience insights based on ad performance rather than precise demographics. Meta’s algorithm then learns and narrows in on users who engage and convert, enabling your ad to reach the right people through in-platform data alone. The strategy is particularly effective for new businesses without extensive customer data, as broad targeting allows Meta to build an audience over time, amplifying the ad’s reach without restrictive criteria.

Crafting Ads for Each Funnel Stage

Creating impactful ads means understanding where the viewer is in the buyer journey. Top-of-funnel ads should focus on awareness, educating people about the brand and products. Here, the goal is to introduce your offerings without expecting immediate conversions. Mid-funnel ads should target consideration, engaging people who are familiar with your brand and need further persuasion. Bottom-of-funnel ads drive conversions by appealing to users ready to make a purchase. Each stage requires different messaging to resonate with where potential customers are in their journey.

Avoiding the “Copycat” Trap

Brands may be tempted to mimic competitors’ ads, but unless you have the same level of brand awareness and credibility, these ads may not yield the same results. Starting cold requires customized messaging that connects with audiences from the ground up, building trust before expecting conversions.

Educate, Differentiate, and Target Based on Funnel Stage

For new brands, effective ads require an educational focus rather than relying on flashy promotions. Different messages resonate at different stages. A viewer who’s just been introduced to your brand isn’t yet ready for a purchase; they may need to understand your product’s value before considering it. As users engage—say, browsing products or abandoning carts—tailor your messaging to align with their specific actions.

Understanding consumer behavior is key to designing an ad funnel. Terms like “top,” “mid,” and “bottom” funnel describe awareness, consideration, and decision phases in the buyer’s journey. Higher-cost or complex products need more education, extending the funnel, whereas lower-cost items allow for quicker conversions. As users progress through the funnel, align ad objectives with their readiness to buy. Top-of-funnel ads should focus on education, gradually building interest. By mid-funnel, denser information can help persuade, and bottom-of-funnel ads should include a clear call to action, like scheduling a consultation or a “learn more” prompt.

Video Ads: The Power Trio

In social advertising, video is essential. Effective video ads combine a powerful hook, an informative body, and a strong call to action. The hook, a brief opening, grabs attention. The body highlights what sets the product apart, addressing customer pain points and benefits. Finally, the call to action guides users to the next step, whether it’s “learn more” for top-of-funnel or “buy now” for ready-to-convert audiences.

The post Creating ads for social media advertising that deliver results appeared first on Webdashmate Marketing.

Starting a business from scratch can feel overwhelming, but the journey from zero to $1 million in revenue is achievable with the right approach. Emerson Guerrero, Chief Marketing Officer at Webdashmate, emphasizes that the goal isn’t merely hitting that million-dollar mark. Instead, it’s about establishing core fundamentals that will underpin sustainable growth. Here’s a breakdown of the essential steps and strategies that can help you successfully navigate this path.

1. Identify Product-Market Fit

The first and foremost step in building a successful business is to find your product-market fit. This means having a product or service that people genuinely want to buy or sign up for. Conduct thorough market research to understand consumer needs and preferences. This can include:

• Surveys and Interviews: Talk to potential customers to gauge their interest.
• Competitor Analysis: Understand what similar offerings exist and identify gaps in the market.
• Minimum Viable Product (MVP): Develop a basic version of your product to test the waters before full-scale production.

By validating your concept early, you can ensure that you’re meeting a real demand in the marketplace.

2. Determine Your Audience

Once you have a viable product, it’s crucial to identify who your audience is. Understanding your target demographic will guide your marketing strategies and help you tailor your messaging effectively. Consider the following:

• Demographics: Age, gender, income level, and location.
• Psychographics: Interests, behaviors, and lifestyle choices.
• Pain Points: What problems does your product solve for your audience?

Creating buyer personas can be a useful exercise to visualize your ideal customer and inform your marketing tactics.

3. Build a Predictable Sales Process

A predictable sales process is essential for sustainable growth. Many businesses struggle early on because they lack a structured approach to sales. To develop this process, you should:

• Define the Sales Funnel: Outline the stages your customers go through, from awareness to purchase.
• Diversify Marketing Strategies: Utilize various marketing channels such as social media, email campaigns, content marketing, and paid ads to reach your audience effectively.
• Implement Upselling and Cross-Selling Techniques: Once you’ve acquired customers, think about ways to increase their lifetime value through additional services or products.

By refining your sales process, you can create a reliable revenue stream and identify areas for improvement.

4. Explore Product Development and Additional Services

As your business begins to grow, don’t hesitate to explore opportunities for product development or additional services. This not only helps diversify your revenue but also strengthens your market position. Consider:

• Customer Feedback: Use insights from your customers to inform new offerings.
• Trends in the Industry: Stay updated with market trends to identify new opportunities.
• Complementary Products/Services: Look for ways to enhance your existing offerings.

Conclusion: Focusing on Fundamentals

Building a business from zero to $1 million requires a strategic approach centered around product-market fit, audience targeting, and a predictable sales process. By focusing on these fundamentals, you not only set a strong foundation for success but also create the potential for future growth.

Remember, the journey is not just about reaching that million-dollar mark; it’s about creating a sustainable business that meets the needs of your customers. By prioritizing these core elements, you can confidently navigate the challenges of entrepreneurship and achieve long-lasting success.

The post Building a Business from Zero to $1 Million: Key Fundamentals for Success appeared first on Webdashmate Marketing.

META Ads have changed. What worked in years past doesn’t work today. In this episode, we’ll cover:

• What’s different about META Ads in 2024
• What strategies are working now
• Testing and scaling campaigns
• Measuring the success of creative
• The importance of the actual ads now vs in years past
• How to think through attribution
• The correlative effect of META on other platforms
• Using Google as a part of your META campaign

And a whole lot more!

The post How to be successful with META Ads in 2024 appeared first on Webdashmate Marketing.

Succession Advisors
Case Study

5,240%

Increase in paid users year over year

82%

Monthly active user rate

Overview

The WealthCAP Hub by Succession Advisors is an online learning platform for RIAs and Ultra-high net worth families (UHNW). Succession Advisors had a goal to create an ecosystem that made access to reliable and cutting edge information available to firms and families alike. By becoming a subscriber, you get access to past content as well as all of the new content so you can stay informed and make the best financial decisions possible for your clients or yourself.

Goals

Our goal was to first build the platform and then drive users to subscribe. The platform was both B2B and B2C. The WealthCAP Hub offers a lot of value to RIA firms. It gives their employees a resource to research different topics, while simultaneously keeping them educated on the ever evolving financial landscape. The WealthCAP Hub serves as a sales tool, a training tool, an educational resource, and a means of staying up to date on new information. The Wealth CAP Hub is not only for RIAs however, individual families whether they’re with an RIA or not, would now have access to information that before was only available to them through a consultant. From their laptop, tablet or smartphone, they would be able to research various topics that would help them make more informed decisions.

Strategy

We developed a multi-platform strategy targeting the various users and identified the platforms that provided the most efficiency in reaching the right user based on whether they were B2B or B2C. LinkedIn and cold email proved effective in building awareness for the brand in the B2B space. META was used primarily to build awareness in the D2C space. Because the platform takes a lot of education, we knew going in the sales process would be a longer one. We built a funnel that aligned with the customer journey to lead users from awareness to conversion.

Platform Development:

Our developers built a highly customized platform that allowed multi-tier subscriptions, content dissemination, online billing, and tiered plans for corporate accounts. Due to the wealth of content housed on the platform, it was important for the Hub to be optimized for speed and include a CDN to ensure the platform was fast and usable on laptops, tablets, and smartphones.

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Find It Parts Case Study

420%

Return on Ad Spend

Overview

FinditParts solved a unique need in the truck parts procurement industry. Truck parts are in high demand and often require long shipping times. This causes a major problem for Trucking companies. When a Truck is not on the road, it’s costing the company revenue. FinditParts has access to practically every truck part, and can get it directly to parts managers and service companies quickly.

Goals

The Problem - Parts and service managers are busy. And for decades they’ve been used to calling around to various places looking for parts when they need them. Our challenge was to build awareness around the brand and educate the marketplace on the unique value FinditParts brings to their company. We also had to change the way service managers operate. We knew that getting parts managers to change their behavior from calling to using a website would take some work, but we also knew that if we could get them to do it one time, they would immediately start using the system.

Strategy

We used every tool possible to reach the target audience where we could capture their attention. This included social advertising, email, and even direct mail. We developed a series of short form ads that focused on various aspects of the value FinditParts provides. Because parts managers are really busy, we knew that simplicity in copy and messaging would be key to the target audience absorbing the message.

Meta Ads:

Through rigorous testing of dozens of different creative options, we were able to identify a handful of high performing ads. We built a multi platform strategy that used META as the catalyst for earning attention, but also incorporated email marketing and a very targeted retargeting approach that aligned with the customer journey.

Direct Mail:

Through targeted Direct Mail campaigns, we were able to reach parts managers with physical mail. We used a QR code to track conversions through the direct mail campaign. In order to build the brand, we wanted Parts Managers to see us in multiple places, thus building FinditParts’ credibility in the marketplace.

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West Coast Trial Lawyers
Case Study

250%

Increase in Return on Ad Spend

15%

Decrease in Cost Per Lead

20%

Increase in Qualified Leads

Overview

West Coast Trial Lawyers is a personal injury law firm headquartered in Los Angeles, CA. With a celebrity client list that includes the likes of Carmen Electra, Johnny Manziel and others, WCTL has made a name for themselves as a firm that can be trusted to fight for their clients, small and large.

Goals

The Personal Injury space is competitive. Our goal was to build awareness around WCTL as a firm with a stellar reputation, and drive leads in their various service areas. Because it’s a competitive space, Google Ads are expensive. We needed a strategy that increased lead volume as well as the quality of leads that lead to higher ROI cases.

Strategy

Increasing lead volume and quality simultaneously requires a strategy that targets high-intent prospects. We developed a digital strategy that aligns with the customer journey from search to form fill.

Through reporting and collaboration with the client we were able to identify which campaigns the profitable cases were coming from, and reallocate budget towards those channels from the lower performing campaigns. Thus increasing the profitability of the entire campaign quarter over quarter.

Conversion Rate Optimization:

Through Google Analytics and Heat Mapping, we were able to identify the areas of the various landing pages that were adversely affecting conversions. After testing and optimizing based on data we made strategic design changes, adjustments to the layout, and copy edits that increased on site conversions in the way of phone calls and form fills.

Platform Strategy:

We needed to dominate search to win. Because the Personal Injury Space is volatile, Cost per keywords are always changing. This requires a hands-on approach and constant monitoring to reduce wastage and increase campaign efficiency.

Our Paid Search team implemented a Google Ads strategy that was agile and reactive to the shifts in the market.

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Thomas & Friends
Case Study

595%

Increase in Return on Ad Spend

20%

Decrease in Customer Acquisition Cost

Overview

Thomas & Friends hosts various events throughout the year across the United States called “Day Out With Thomas”. They’re a family event featuring a life size Thomas The Train Engine and lot’s of other fun family activities. In addition to a day of fun for the entire family, Day Out With Thomas introduces the next generation to the Thomas & Friends brand.

Goals

Build awareness around the various events and sell tickets.

Strategy

We need to reach the parents of young children, who are the primary decision makers when making purchase decisions. We needed high performing creative assets and a platform strategy that allows us to reach the target audience with efficiency to increase ROAS (Return on Ad Spend) and decrease CAC (Customer Acquisition Cost).

Creative Strategy:

We’re selling fun! Day Out With Thomas is an activity packed day and it’s affordable for the entire family. We leaned into past events to capture content and create a series of video and image assets, that were short but action packed. Parents are risking not just money, but time, and we knew the creative assets should showcase that the event would deliver a day to remember. Through rigorous testing, we were able to identify a series of high performing assets that were replicable for other events around the country.

Platform Strategy:

We tested various platforms but identified through data that META, YouTube Ads, and Google Ads were our highest performing channels. Google allowed us to capture parents who were searching for fun activities in the area. However, because we’re limited by search volume, we knew we needed social ads to expand the audience. We used META and YouTube to build awareness around the events and drive conversions at scale. Through constant campaign optimizations and various bidding strategies, we built a replicable sales model that could be utilized at all the events across the nation.

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The post Mattel – Day Out With Thomas Case Study appeared first on Webdashmate Marketing.

Focus more on your customer and less on your product or service. Too many businesses focus all their time talking about their product or service and not enough time on what it does for the customer.

Your customer should be the hero in your advertising and your content. And your product or service should be a solution that solves the hero’s problem.

It’s a nuanced shift but it makes all the difference. Instead of listing out all the reasons your company is great. Think about your customer, think about why they need you, when they need you, and what you can do to solve their most pressing issues.

Make their problems and your solutions the focus of your advertising and watch the big difference it makes for your business.

The post Marketing Tip: Focus on your customers, not your company [Video] appeared first on Webdashmate Marketing.