The year 2024 was a particularly eventful and transformative one in the world of marketing. The team of specialists at the ONE House Group closely monitored evolving trends and helped our clients adapt their communications strategies to meet rising challenges. They took part in a series of interviews published in industry media outlets to recap what happened in the industry in 2024 and shared their forecasts for 2025.
We encourage you to explore their analyses and forecasts, which can serve as inspiration for communications strategies planned for the new year:
- Online advertising: In his article published in About Marketing, our Digital Media Director Grzegorz Turowski summarized the most important developments in online advertising, such as the growing importance of personalization and automation in online campaigns. He also presented his thoughts on what will change in 2025, predicting the continued development of AI-based tools and the increasing significance of user privacy.
- Video marketing: Katarzyna Baczyńska, Head of Media at ONE House, in the piece “2024 Recap and 2025 Forecasts: Video Marketing,” highlights the rapid growth of the video format and points out the campaigns that she considers were the most interesting in this format in 2024.
- Social media: In what ways did social media platforms evolve in 2024? You’ll find the answer in the article “2024 Recap and 2025 Forecasts: Social Media.” Karolina Olszewska, ONE House’s Senior Social Media Manager, discusses the impact of platforms like TikTok and Instagram on consumer decisions and forecasts the new content monetization opportunities that will be available in 2025. In her article “Transparency, Authenticity, and Long-term Contracts: Influencer Marketing in 2024,” she reflects on the most significant events of the past year in the context of influencer marketing and explains why selecting the right brand ambassadors has never been as crucial as it is now. OS3’s Senior Social Manager, Małgorzata Kowalkowska, has prepared a compilation of the best influencer campaigns of 2024 and the best social campaigns of 2024 for Socialpress.
- SEO: The year 2024 brought many changes to the realm of SEO – from the introduction of the INP metric in Core Web Vitals, to Google updates, to the development of new AI tools automating the work of professionals. In 2025, we will see artificial intelligence make an even greater impact, as the tool will begin to redefine organic search results and the overall approach to SEO. Miłosz Kościk, SEO Senior Specialist at ONE House, discusses all this and more in his recap for About Marketing.
- AI in marketing: In 2024, the use of artificial intelligence in marketing exploded. ONE House’s Head of Digital Production, Mateusz Józefowicz, in his article “2024 Recap and Forecasts for 2025: AI in Marketing,” predicts that, in 2025, AI will play an even greater role, supporting automated processes, data analysis, and content personalization.
- E-commerce: Grzegorz Grzybek, Senior SEM & Paid Social Specialist at ONE House, shares his insights about the role of AI in e-commerce campaigns in “2024 Recap and Forecasts for 2025 for the e-commerce market.” He also highlights other technological changes that are impacting the effectiveness of sales efforts in the digital space.
- Strategy: Anna Roman, Strategy Director at OS3, in her interview with About Marketing points out the most interesting campaigns in terms of marketing strategy that were implemented in 2024 and predicts the key challenges that brands will face in 2025.
- OOH: Krzysztof Sukiennik, Communications Director at ONE House discusses the most innovative and interesting campaigns and brand activities in the outdoor arena in 2024 in “2024 Recap and Forecasts for 2025: Outdoor.”
- Analytics: Daniil Khaustov, SEM & Paid Social Manager at ONE House, shares his insights on the biggest changes, challenges, and trends facing the industry as well as his views on AI and the importance of taking a holistic approach to analytics in his article “2024 Recap and Forecasts for 2025: Analytics.”
We invite you to follow our publications and collaborate with us in 2025. Together, we’ll create strategies that will help your brand thrive in the ever-evolving world of marketing!
