Personalisation and sustainability key to marketing success
Blackbook Agency founder and managing director Eleftheria Voskaridou spoke with the Cyprus Mail about the future of marketing and the key trends shaping the industry in 2025.
With nearly two decades of experience in strategic marketing and communication, she has worked on a range of projects across Cyprus and abroad, building a reputation for innovation and excellence.
This approach, she explained, is tailored to High-Net-Worth Individuals (HNWIs) and ensures strategies meet immediate goals while establishing long-term success.
“Our deep understanding of placemaking, branding, and communication allows us to stay ahead of trends and deliver impactful results for our clients,” she said.
According to Voskaridou, 2025 represents a critical juncture where new technologies, shifting consumer expectations, and bold strategies will converge.
Artificial Intelligence (AI), she emphasised, is no longer a buzzword but an indispensable tool for data analysis, customer behavior prediction, and personalized marketing campaigns.
“Imagine your customers receiving offers tailored to their specific preferences at just the right time. Personalisation will be the key to winning loyalty in 2025,” Voskaridou noted.
According to Voskaridou, innovation in technology is also transforming customer engagement.
Eleftheria Voskaridou
Augmented Reality (AR) and Virtual Reality (VR) are reshaping how brands connect with their audiences.
From virtual store walkthroughs to AR product try-ons, these immersive experiences are set to deepen customer relationships.
Voskaridou pointed out that these technologies create “memorable experiences that help brands stand out in an increasingly competitive marketplace.”
Sustainability, meanwhile, is becoming an essential component of any marketing strategy. Consumers are prioritizing eco-friendly, transparent brands that demonstrate a commitment to sustainability.
Voskaridou explained that “having a green marketing strategy won’t just be a bonus in 2025—it will be a necessity for brands that want to build trust and loyalty.”
She also underlined the growing importance of micro and nano influencers. With smaller but highly engaged audiences, these influencers deliver better results than traditional celebrity endorsements.
“Their authenticity and close connection with niche communities make them an invaluable asset for brands,” Voskaridou added.
The landscape of data privacy is also undergoing significant change. As stricter regulations come into effect, brands must focus on collecting and using first-party data ethically.
Building trust through transparency in data usage will become a crucial differentiator, Voskaridou remarked, emphasising that “trust is the foundation of any successful brand-consumer relationship.”
Social commerce is another area where brands are making significant strides.
Platforms like Instagram and TikTok are transforming how consumers shop, enabling seamless purchases directly through social media.
However, Voskaridou warned that “brands that aren’t leveraging social commerce are missing a vital opportunity to connect with their audiences.”
Furthermore, the rise of voice assistants and visual search tools is changing how consumers find products and services. Optimising content for voice search and incorporating high-quality visuals will help brands maintain visibility in a crowded digital landscape.
“Staying relevant means adapting to how your audience interacts with technology,” she explained.
Voskaridou also pointed out the importance of storytelling in marketing strategies.
As video and content production take up an increasingly significant portion of annual budgets, she said, “brands must focus on storytelling that resonates deeply with their audiences”.
“At Blackbook Agency, we believe that compelling content is the cornerstone of any successful marketing strategy in 2025 and beyond,” she added.
Looking ahead, Voskaridou urged brands to remain agile and open to change.
Authentic connections with audiences, strategic use of technology, and alignment with customer values will be key to success.
“2025 is about innovation, but it’s also about staying true to your brand’s mission,” she concluded.
