As part of our white paper ‘The vision of 25 digital marketers for 2025,’ we asked Ilse Lambrechts, Benelux Marketing Manager for Zespri International, for her vision for 2025 and two practical tips she would give to readers. You can read her response below.

Who is Ilse Lambrechts?
As a senior marketing professional, Ilse Lambrechts draws on a broad range of experience, having worked in-house, in agencies and as an independent consultant. Her expertise spans branding, digital marketing, (co-)marketing, communications, content, media (owned/earned/paid/bartered), inbound marketing, marketing automation, and social media. In her current in-house role as Benelux Marketing Manager for Zespri International, Ilse is helping people, communities, and the environment thrive through the goodness of kiwifruit, all while being part of a globally conscious marketing team and company.

Increased digital shutdown

Research indicates that we are exposed to thousands of ads daily—far more than in the 1970s. This surge, driven by digital media, more devices, social platforms, and programmatic advertising, will continue to increase in 2025. As a result, holding online attention will require sophisticated strategies and tools. Amid this digital overload, our instincts may trigger a “fight, flight, or freeze” response, causing a digital shutdown towards online ads, even more so in 2025.

The value of real emotions as KPIs

While digital platforms like AI can enhance marketing performance, focusing solely on metrics like CPC, CPM, and impressions these might overlook key human elements. Campaigns may show great numbers but fail due to high bounce rates or negative engagement. True success comes from connecting with the person behind the screen, tapping into emotions and even traditions. The recent example of Coca-Cola’s 2024 remake of its iconic Christmas ad “Holidays Are Coming” showed how using AI failed in blending with the original “real” ad triggering criticism in -ironically- online communities who referred to the historical brand promise “always the real thing”. So despite the further rise of AI in 2025, audiences will still crave authenticity and real emotions, even in digital spaces.

The rise of retail and non-endemic advertising

In 2025, opportunities for creating “real” connections with audiences will increase for example in retail media. Though still niche, retail media networks are growing and diversifying, offering both online and offline funnels. Retailers like Amazon and Bol are opening their marketplaces and media channels to non-endemic advertisers, enabling them to use consumer data more effectively. Research already shows that consumers respond well when products align with their needs, especially when brands share similar customer profiles without competing directly. This shift allows brands to build authentic connections by tapping into shared values and customer experiences even when they are not sold directly on online platforms. Offline retailers expand their in-store options to create “psychical” brand visibility to shoppers: integrating programmatic digital screens, 2nd display opportunities and creative promotions inside or outside the location. AI can be a tool to respond to real shopper needs and concerns, like Carrefour implemented an AI tool to combat food waste in Belgium in 2024.

In summary, to engage audiences in 2025, it’s essential to combine digital tools with a human touch. Leveraging “realness” via e.g. emotions, traditions, and authentic connections—both online and offline—will be key to success.

Tip 1: Embrace authenticity through User-Generated Content (UGC) and social proof

In 2025, consumers will continue to demand more transparency and genuine connections with brands. Marketers should focus on leveraging User-Generated Content (UGC) and authentic testimonials to build trust. Instead of relying solely on polished, traditional ads, incorporate real customer stories, reviews, and experiences across platforms. Encourage customers to share their own content, and highlight how your products or services truly fit into their lives. UGC creates an organic and relatable touch, helping your brand appear more human and credible.

Tip 2: Personalized, values-driven marketing

In 2025, brands will need to go beyond just targeting demographics and start focusing on values-driven personalization. Customers are increasingly looking for brands that align with their personal beliefs and social causes. Marketers should craft messaging and campaigns that reflect shared values like sustainability, inclusivity, or social responsibility. Use data to segment and personalize these messages, showing that your brand understands the individual consumer’s needs and concerns, creating deeper emotional connections that go beyond just the transactional.

Would you like to discover the other 24 digital marketers’ visions for 2025? Download the whitepaper here.