New Year, Next Level: 12 Resolutions for Digital Marketing and PR

As we step into 2025, it’s the perfect time to reflect on professional practices and look for improvements. Here are a dozen resolutions to get you started. Of course, as with anything in marketing, there are exceptions and additions to this list.

1. Break down silos between teams.

Marketing, advertising, and public relations cannot operate effectively in isolation. Advocate for greater collaboration between departments to ensure a unified brand voice and consistent messaging. By fostering cross-functional teamwork, you’ll drive cohesive campaigns that amplify impact across all channels, and you’ll make the most of your budget and efforts through message frequency.

2. Prioritize personalization over mass emails.

Blanket emails are the quickest way to end up in a trash folder or ignored by your target audience. Use audience segmentation and personalization, and craft tailored messages that speak directly to individual interests or challenges. Whether it’s customizing email subject lines or striking a familiar tone with personalized references based on the audience’s actions, personalization should take precedence.

3. Put the “social” back in social media marketing.

In the race to churn out content, it’s easy to overlook the social aspect of social media. Shift from broadcasting messages to engaging authentically with followers, replying to comments, participating in meaningful conversations, and using interactive features like polls and Q&A sessions. Building relationships rather than just posting will drive greater community loyalty and brand trust. When it comes to images, the less “staged” the better.

4. Avoid chasing every new trend without a strategy.

The allure of jumping on viral social media trends or experimenting with the latest social network is tempting, but not every trend aligns with your brand or audience. Evaluate the relevance and potential ROI of trends before investing time and resources. Use strategic alignment to ensure efforts contribute to long-term goals rather than short-term noise.

5. Go beyond vanity metrics and focus on meaningful KPIs.

When it comes to social media, likes and follows are part of the analytics. If you are not already doing this, follow their journey through tracking pixels, so that you can prioritize metrics that matter like conversion rates, customer lifetime value, and engagement-to-sales ratios. Counting press releases and tracking media placements are important, but they don’t tell the full story of the impact of public relations (PR). Measure outcomes like sentiment analysis, share of voice, audience engagement, and how PR efforts drive broader business goals.

6. Embrace AI thoughtfully, not blindly.

Artificial Intelligence (AI) tools have revolutionized marketing, but they aren’t a panacea. Over-reliance on automation can lead to generic content and a lack of human connection. Instead, use AI to streamline repetitive tasks and generate insights while ensuring creativity and emotional intelligence remain at the forefront. Balancing technology with humanity will set strategies apart.

7. Avoid relying on editorial calendars for media pitching.

Media landscapes are fluid, and relying exclusively on editorial calendars for pitching often leads to missed opportunities. Publications frequently pivot to address breaking news or emerging trends. Instead, build relationships with journalists and monitor their evolving needs. Watch their story feed. Follow them on social media. Stay agile and ready to pitch timely, relevant stories to ensure efforts resonate.

8. Be proactive with SEO.

Search Engine Optimization (SEO) is not a “set it and forget it” tactic. It is a continuous process. Prioritize optimization by regularly updating keywords, auditing website performance, and producing high-quality content that aligns with search intent. Leverage voice search optimization and focus on user experience to keep strategies ahead of the search curve.

9. Invest time in crisis preparation.

Many organizations wait until a crisis hits to plan their response, leading to missteps and reputational damage. Proactively develop and update comprehensive crisis communication plans, conduct regular simulations, and ensure spokespeople are trained for high-pressure situations. Preparation will be key to protecting brand reputation when challenges arise.

10. Actively test and optimize ad campaigns.

Too often, digital ads are set up and left to run without sufficient monitoring. Adopt a test-and-learn mindset by regularly analyzing performance, experimenting with creative elements, and refining targeting strategies. Consistent optimization will maximize ad effectiveness and budget efficiency.

11. Prioritize ad creative that speaks to emotions and storytelling.

Audiences expect more than transactional ads; they want narratives that resonate on a personal level. Focus on creating emotionally compelling campaigns that tell a story, connect with values, or inspire action. Authenticity and relatability will drive deeper engagement and loyalty.

12. Learn from past campaigns — successes and failures alike.

The Year 2025 can be a year for growth, and growth comes from reflection. Dedicate time to review past efforts, identifying what worked, and what didn’t. Whether it’s through post-mortem analyses or soliciting team feedback, use these lessons to refine future strategies and avoid repeating mistakes.

What Others are Predicting for 2025

  1. “Nostalgia marketing: Everything old is new again” (Campaign Del Mar)

  2. “A trust drop in influencers on TikTok, podcasts, and such — their credibility will start to get tested.” (Scott Rosenblum, Level PR)

  3. “Automated agents pitching journalists will be the next circle of PR hell, as terrible AI-generated pitches flood journalists’ inboxes and DMs without any human involvement” David Berkowitz, AI Marketers Guild)

  4. “BlueSky will emerge as a primary alternative [to X], attracting users seeking a more nuanced, less politically charged communication space.” (Fady El-Murr, pressrelations)

  5. “More companies budget for content based on original research as audiences seek authentic, trustworthy voices amid the AI content flood”. (Jon Miller, Marketing Profs)

  6. “Silos are out. Collaboration is in. This means your content team should be working with your public relations team to get the most out of each piece of content you create.” (Michelle Garrett, Garrett Public Relations)

  7. We’re moving from “move fast and break things” to “move slow and invent new things.” (Robert Rose, Content Marketing Institute)

  8. “Savvy institutions working to create an experience (not a transaction hub) on their sites, extending the vibe and flow from social and campaign pages into their owned platforms.” (Mariah Tang, Stamats)

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