Rosina Webb, Founder and Brand Director of Energise, weighs in on the personalisation trend shaping 2025. From Coke cans to website click-throughs, she explores why “just-for-you” content isn’t just nice to have – it’s what sets great brands apart. Read more to find out how your brand can create micro-moments that truly connect.

Hyper-personalised micro-content – it sounds like a term that should be in a medical dictionary, not your marketing playbook.

But, according to Forbes, it’s one of the biggest marketing trends to watch in 2025, which is why I’m paying attention.

JoAnn Yamani, Vice President and Head of Marketing & Communications at Adeia (an R&D company in Silicon Valley), told Forbes late last year:

“The companies that will win in 2025 won’t be those with the biggest content libraries, but those with the most sophisticated ability to deliver the right piece of content to the right person at precisely the right moment in their buying journey.”

It was one of 17 marketing trends the global media giant identified for 2025, but was the one that stood out most for me.

Why?

Because personal connections, engagement, experiences, and success have always underpinned the marketing I encourage my clients to embrace.

As experienced marketers, we know the value that building connections and engagement with clients and customers can bring, and how successful marketing initiatives are when they strike that personal chord.

Remember the Coca Cola ‘Share a Coke’ campaign back in 2012, where names were written on cans? How many people stood in the local 4-Square freezer searching for our names on a chilled coke can?

How do you feel when you board an Air New Zealand flight and see your name on the screens in front of you? Or when your Trademe notifies you of some exciting new deals you could be interested in?

It’s easy to understand how personalisation is such an effective marketing tool – even though we know it’s automatically generated, it still feels like the brand is speaking directly to us, and us alone.

So, how can your brand enhance its effectiveness of hyper-personalised micro-content?

  1. Get savvy with your website metrics: I’ve written about this before but it’s worth repeating because the rich data we can extract about clients and customers, from browsing habits to traffic sources, conversion rates to click-through rates, can help us better direct content to the customers searching for it.
  2. Embrace all content tools: Don’t be afraid to tailor your content across a variety of channels. From reels to shorts, videos to vlogs, podcasts to posts, emails to invites – use them all. Content is king.
  3. Deliver value: Take a genuine interest in what your clients and customers are searching for and deliver accordingly. Attract, Inform, Engage, Delight as the process goes. Identify their pain points. Answer their questions. Solve their problems. Make them laugh. We all feel more connected to the source when a transaction has value.

Deloitte Digital’s Insights Report, predicting 2025 marketing trends, also referenced personalisation as key to brand success.

“The business value of personalisation is growing clearer every year as customers gravitate toward brands that make them feel understood as individuals. Brands that excel in personalisation are soaring past their revenue goals because their customers buy more, more often, and remain loyal over time.” Deloitte Digital

On that note, I’d like to leave you with a few personal questions:

  1. How well do you know your client? Can you turn up with the correct coffee order in hand?
  2. What page on your website gets the most visits? Do you know what your customers are searching for?
  3. Who was the latest client your competitor secured? And what services are they offering that you could?

So get creative – I’d love to hear what your greatest marketing personalisation successes were.

Source: Rosina Webb, 29 April 2025