The PM Forum Annual Conference wrapped up with a thought-provoking perspective on the state of marketing in 2025 delivered by Joe Glover, co-founder of The Marketing Meetup. Joe balanced realism with optimism, blending technological trends with a strong reminder of the enduring human side of marketing.

The Context of Marketing in 2025

Joe opened by acknowledging the uneven pace of change across the profession. Some firms are going headfirst and are fully embracing AI, while others still struggle with outdated systems and processes. He highlighted three major forces shaping the landscape:

• Technology: AI now assists with everyday tasks such as content creation, analysis, and ideation, enabling but not fundamentally redefining the role of marketers.
• Uncertainty: Geopolitical tensions, economic volatility, and fluctuating markets directly influence budgets, planning, and consumer behaviour.
• COVID’s Aftershock: Hybrid and shifting work patterns (return to office) continue to shape collaboration and productivity.

The key message was that no single trend dominates; rather, multiple forces are hitting at once.

The Impact: How Marketers Respond. 

These pressures are most visible in three areas:

• Narrative: Marketers must decide whether to accept alarmist predictions about AI replacing jobs or instead adopt a grounded view that reflects their own context and capabilities. Choosing the right narrative safeguards focus and decision-making.
• Short-Termism: Budget constraints and uncertainty have led many to over-prioritise performance marketing, which risks diminishing returns and neglects brand building. Similar to Elliot Moss' talk earlier in the day, Joe encouraged closer collaboration with finance, aligning on long-term value to rebalance investment.
• Tactics: Search is evolving with AI-driven discovery methods (GEO/AEO) reshaping how customers find brands. This shift reinforces the need to diversify touchpoints—through PR, podcasts, and awareness campaigns—rather than depending solely on SEO.

It's not all change - A lot remains constant

Joe emphasised that the fundamentals of great marketing remain timeless. Frameworks from thinkers like Mark Ritson, Byron Sharp, Les Binet and Peter Field still hold true:\

• Diagnose the market
• Build strategy before tactics
• Balance brand and performance
• Reach broadly and consistently
• Use creativity, emotion, and relevance

The difference in 2025 is that we have more evidence than ever to support these principles!

Sentiment Among Marketers 

Joe shared insights from The Marketing Meetup Survey of 1,400 marketers. The mood is cautiously optimistic.  The Top challenge? Too many tasks and too little creative space. Despite uncertainty, many see their work as tough but rewarding, though record calls about job insecurity show the pressure is real.

Practical Takeaways

In terms of call to actions, Joe suggests three things; 

• Build bridges with finance to secure long-term brand investment.
• Keep Learning. Stay curious about emerging trends like GEO, experimenting rather than fearing disruption.
• Seek optimism, surrounding yourself with positive influences and passing that energy on to your teams.

While 2025 brings complexity and uncertainty, success lies in holding firm to marketing’s timeless principles, adopting the right narrative, and fostering optimism. By doing so, marketers can help their organisations not just adapt, but thrive.