Introduction: Privacy and the Importance of Primary Data
In 2025, evolving privacy laws, such as Bill 25 in Quebec, and the decrease in the use of third-party cookies are radically transforming digital marketing. Companies must adapt by prioritizing first-party data to better understand their customers while complying with new regulations. This reality requires strategic thinking about data acquisition, management, and exploitation across a complete marketing funnel.
The Big Marketing Trends in 2025
AI and Personalization: Creating Targeted Experiences
Artificial intelligence (AI) can help you better understand consumer behavior and deliver personalized experiences. For example, predictive recommendations or dynamic ads can capture attention at the MoFu level and accelerate conversion at the BoFu level. However, it is essential not to neglect ToFu: personalization efforts must also build brand awareness and values to attract a broader audience.
Experiential Marketing: Engage with ToFu and Build Loyalty with BoFu
In 2025, consumers are looking for authentic and immersive interactions. Experiential marketing strategies offer unique opportunities to capture attention at ToFu and build trust at MoFu with the right retargeting and longer-form content. Brand activations that integrate physical or virtual events can generate positive word-of-mouth while demonstrating company values, a key element in motivating purchase intentions at BoFu.
Social Commerce and Live Commerce: Transforming Intention into Action
With social platforms becoming direct sales channels, live commerce plays a crucial role in MoFu and BoFu. However, a strategic approach is required to leverage these tools without sacrificing branding efforts in ToFu. Brands must balance their campaigns by highlighting educational or inspirational content on social to attract new audiences, while optimizing offers to convert potential buyers. Visit our Facebook Ads and Google Ads services pages to learn how these tools can transform your campaigns.
Sustainable Marketing
Consumers are increasingly sensitive to sustainability and ethics. Brands that adopt transparent and responsible practices can not only attract a large audience to ToFu, but also establish a deeper connection to MoFu. For BoFu, these values can become a decisive factor in conversion if they are supported by concrete evidence (certifications, public commitments).
Voice and visual search: optimizing for all stages
With the rise of voice assistants and visual search tools, brands need to rethink their SEO strategy to adapt to these new technologies. Effective optimization can increase brand discovery in ToFu, strengthen relevance in MoFu, and facilitate conversions in BoFu. This involves rigorous management of structured data, clear product descriptions, and attractive visual content. Learn more about our SEO services .
Omnichannel eCommerce Strategy
Consider an e-commerce beauty store selling skincare products. Its omnichannel strategy is designed to maximize sales on multiple fronts: Shopify for direct sales, Amazon and Walmart for presence on major platforms, as well as e-retailers, physical retail outlets, distributors, and wholesalers.
For acquisition, e-commerce focuses its advertising efforts on channels that offer the best ROI, such as Google Ads to capture an audience with high purchase intent, and Facebook Ads for targeted new customer acquisition campaigns. Re-engagement strategies on Instagram and TikTok are also used to strengthen engagement and boost conversions. In addition, organic channels, such as SEO and creating educational content on the brand’s blog, help generate qualified traffic and build brand awareness.
The acquisition strategy is tailored to the different segments: DTC (Direct-to-Consumer), which includes not only the Shopify site but also marketplaces like Amazon and Walmart; B2C (Business-to-Consumer) to directly target end consumers through social media campaigns and paid ads; and B2B (Business-to-Business) to attract potential distributors and resellers by offering personalized offers and seamless shopping experiences. These digital efforts focus on using data to segment and personalize campaigns, while maintaining a consistent brand experience across all channels.
On the loyalty side, e-commerce focuses on user experience: a rewards program for repeat purchases via its Shopify, fast and reliable delivery options on Amazon and Walmart, and strategic collaborations with resellers offering impeccable customer service. This balanced strategy allows the brand to remain consistent while capturing market share across different channels.
Consider an e-commerce beauty store selling skincare products. Its omnichannel strategy is designed to maximize sales on multiple fronts: Shopify for direct sales, Amazon and Walmart for presence on major platforms, as well as e-retailers, physical retail outlets, distributors, and wholesalers.
For acquisition, e-commerce focuses its advertising efforts on channels that offer the best ROI, such as Google Ads to capture an audience with high purchase intent, and Facebook Ads for targeted new customer acquisition campaigns. Re-engagement strategies on Instagram and TikTok are also used to strengthen engagement and boost conversions. In addition, organic channels, such as SEO and creating educational content on the brand’s blog, help generate qualified traffic and build brand awareness.
The acquisition strategy is also tailored to the different segments: DTC (Direct-to-Consumer) via the Shopify site, D2C (Direct-to-Channel) to optimize partnerships with Amazon and Walmart, and B2B (Business-to-Business) to attract potential distributors and resellers. Digital efforts focus on using data to segment and personalize campaigns, while maintaining a consistent brand experience across all channels.
On the loyalty side, e-commerce focuses on user experience: a rewards program for repeat purchases via its Shopify, fast and reliable delivery options on Amazon and Walmart, and strategic collaborations with resellers offering impeccable customer service. This balanced strategy allows the brand to remain consistent while capturing market share across different channels.
Influencer Marketing: Combining Brand and Performance
Collaborations with influencers help reach a target audience in ToFu, while boosting engagement and conversions in MoFu and BoFu. In 2025, platforms like Facebook, YouTube, Instagram, and TikTok dominate the influencer space. To maximize effectiveness, it is crucial to choose influencers who are aligned with brand values and who can generate purchase intent through authentic and engaging content. Learn how we manage your Meta Ads campaigns .
Integrating trends into the full funnel
At Bofu, our approach is based on a holistic view of performance marketing, which encompasses all three stages of the funnel. In 2025, the companies that will succeed will be those that can capitalize on these trends while respecting the importance of cohesion between brand building, purchase intent and audience engagement.
To explore how these trends can be adapted to your marketing strategy, contact our team at Bofu. Together, we’ll optimize every stage of your funnel for maximum impact.
Conclusion: Double down on data tracking for optimized marketing
In a world where marketing is evolving at breakneck speed, rigorous data tracking is becoming a critical factor for success. Companies that take the time to analyze their data accurately can not only maximize the effectiveness of their marketing strategies, but also deliver an amazing and personalized customer experience. By focusing on solid data collection and analysis methods, you will be better equipped to make strategic decisions and build trust with your customers and prospects.
As you plan your campaigns for 2025, we invite you to place data at the center of your decisions to develop balanced, effective and sustainable performance marketing.
