1. Lean on strategic partners to do more with less

Marketing leaders are being asked to do more than ever — often with fewer resources. From strategy and execution to reporting, the demands are steep, and internal limitations are real. With 74% citing team constraints and 69% citing limited manpower as serious challenges, it’s clear that many marketers can’t go it alone.

In response, more organizations are recognizing the value of holistic, end-to-end partnerships to help close the gap. These partners aren’t just tactical vendors; they’re strategic collaborators who share responsibility for driving business outcomes.

Marketers’ key strategy execution challenges

How marketers plan to meet these challenges

Recognizing the obstacles standing in the way of executing their 2025 strategies, many marketers are addressing internal issues like team constraints and limited manpower by investing in training, hiring, and upskilling. Others are strengthening external partnerships to expand expertise and reinforce critical capabilities.

2. Turn customer insight into smarter engagement

Marketers are sharpening their focus on meeting customer needs by investing in tools and tactics that offer deeper insight, better engagement, and smarter performance measurement. From CRM programs and influencer marketing to interactive experiences and retargeting campaigns, the emphasis is on strategies that help maintain and grow customer relationships — with data playing a central role throughout.

Tech investments reflect a mix of ambition and experimentation

First-priority tech investments

Paired with the key consumer trends outlined above, the message is clear: shoppers want better, faster, and more personalized experiences, and they’re getting more selective. Marketers who combine consumer insight with a thoughtful mix of engagement strategies will be better positioned to stand out and build trust.

3. Connect physical and digital to meet consumers where they are

Marketers are doubling down on omnichannel strategies that link in-store experiences with digital engagement. In today’s fragmented media landscape, the ability to meet consumers wherever they are — online, in person, or somewhere in between — is essential.

Our research shows that marketers consider a mix of online and offline tactics to be critical to success in 2025:

Retail media networks, a cornerstone of many omnichannel strategies, are growing in prominence. Among marketers already using them, 53% expect their retail media budget to increase in 2025, while only 13% expect a decrease.

Budget plans reinforce this shift. Marketers anticipate increasing investments across a wide range of communication channels, both digital and traditional — especially those tied to enhancing in-store experiences and driving loyalty.

4. Balance personalization with privacy to build trust

Personalization remains a top priority, but marketers are approaching it with greater care by balancing relevance with respect for privacy. In 2025, success depends on a smart, ethical approach to first-party data that safeguards consumer trust while delivering more meaningful customer experiences.

But personalization isn’t without its challenges. Navigating new privacy laws and regulatory requirements is a top concern: 79% of marketers consider them a serious obstacle to implementing their 2025 strategies. To manage this, 58% are investing in internal resources like training and hiring, while 42% are seeking outside expertise through partners or vendors.

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