As we start 2025, we look ahead to some trends and how promotional technology could fit into marketing strategy and promotional activity.
2024 was a stormy year for many companies in our industry with global, political and economic factors affecting confidence and hence spend in our sector. Against this turmoil though we saw an upturn in the demand and popularity of promotional technology as part of the mix with an overall share of around 15% and growing. Marketeers are looking for products that are both modern, quirky, innovative, useful, have a long lifecycle with sustainable attributes – this is what is now driving the growth in tech within marketing.
So, for the start of a new year, we take a look at what 2025 promotional marketing will look like, how it continues to evolve, is driven by shifts in consumer expectations, technology and sustainability. Coupled with this is how promotional technology can play its part in this evolution and so here are some key trends that are likely to dominate the landscape of promotional marketing this year:
1. Hyper-Personalisation
• Data-driven Campaigns: Brands will use data analytics and AI to create highly personalised experiences for consumers. This includes custom products, tailored messaging, and personalised offers based on individual preferences, location, and behaviour this can be delivered from the use of QR codes printed to everyday products like cables or can even be embedded with more sophistication through the use of NFC tags built into products.
• Interactive and Dynamic Content: Expect an increase in campaigns that allow customers to engage and personalise their experiences in real time—like interactive emails, personalised videos, and custom product design – which can be supported by products that are designed to reflect a brands colour, shape, style and of course budget.
2. Sustainability and Eco-Conscious Marketing
• Eco-Friendly Promotional Products: Consumers are increasingly looking for brands that prioritise sustainability. In 2025, expect to see all UK promotional products being made from recycled, biodegradable, or sustainable materials. Reusable products like charge cables, water bottles, tote bags and natural based items will continue to rise in popularity – this is borne out by the recent BPMA awards which showcased the best innovation in our industry and all these winners have sustainable attributes.
• Carbon Neutral Campaigns: Brands will continue to focus on reducing their environmental footprint, offering products with a carbon-neutral promise or carbon offsetting as part of their promotional strategy.
3. AI and Automation in Marketing
• AI-Powered Campaigns: Artificial intelligence will help marketers better understand consumer behaviour, automate content creation, and optimise customer targeting. This means that promotional campaigns will be more efficient, data-driven, and tailored to individual needs – this creates considerable opportunity for “smart “ products that reflect consumers lifestyles and work patterns.
• Chatbots and Virtual Assistants: Customer engagement through AI-driven chatbots or virtual assistants will become more sophisticated, enabling suppliers and distributors to provide personalised experiences and handle promotions or product orders in real time via their CRM systems.
4. Augmented Reality (AR) and Virtual Reality (VR) Experiences
• Immersive Experiences: Promotional marketing will increasingly incorporate AR and VR to create immersive, interactive campaigns. For instance, AR features might allow customers to visualise products in their own environment before purchasing which is now used a lot in retail – this will become more important where a marketeer will be able to instantly see how their logo and colours would look on a product while finalising their choices of product. VR could bring product demos or events to life in a more engaging way and could over time reduce the time spent travelling to shows, product meetings, demos etc – as time becomes more scarce ways of effectively showcasing product will become more sophisticated.
• Virtual Pop-Up Stores and Events: Brands will explore virtual environments, offering promotional experiences or exclusive product launches through VR or AR, allowing consumers to interact with their brand in entirely new ways.
5. Experiential and Event-Based Promotions
• Experiential Marketing: In-person and hybrid events will continue to be a key tactic. Brands will create experiences—such as pop-up shops, branded activations, and interactive experiences—that allow customers to engage directly with the brand and then reward the engagement given by the audience with lifestyle gifts branded to suit the experience such items as earbuds, headphones and speakers are particularly good for this area of client reward.
• Hybrid Events: Events that combine digital and physical elements will continue to grow, offering consumers flexibility while increasing the brand’s reach across different channels.
6. Influencer and Micro-Influencer Marketing
• Niche Influencer Partnerships: Instead of focusing solely on large celebrities, brands will collaborate with micro and nano influencers who have highly engaged, niche audiences. This provides brands with the opportunity for more authentic and targeted promotional campaigns merchandise that’s matched to a brands colour, log ad creatively packed will be key for this area of marketing.
• Long-Term Influencer Relationships: Rather than one-off partnerships, expect more brands to form long-term relationships with influencers, turning them into brand ambassadors who can drive consistent and organic promotional efforts.
7. Gamification and Loyalty Programs
• Gamified Promotions: Brands will continue to use gamification to engage consumers in fun, interactive ways. Examples include digital scratch cards, loyalty challenges, and game-based rewards that encourage ongoing engagement – delivered via NFC this type of activity will grow into 2025 and beyond.
• Enhanced Loyalty Programs: Loyalty programs will evolve beyond simple points systems into more dynamic, personalised experiences. Expect rewards that feel more valuable, such as exclusive access to events, personalised discounts, or unique experiences.
8. Smart and Tech-Integrated Promotional Products
• IoT-enabled Products: Promotional products that integrate with the Internet of Things (IoT) will become more common. This includes smart home devices, IoT-enabled wearables, or tech gadgets that synchronise with mobile apps for added functionality.
• Smart Packaging: Expect packaging to become more interactive, featuring QR codes or NFC tags that lead to exclusive content, promotions, or product information.
Overall, promotional marketing in 2025 will be defined by a mix of technological innovation, consumer-centric experiences, and a strong emphasis on sustainability. Brands will need to adapt to new trends while focusing on creating more meaningful, personalised connections with their audiences. The switched on in our industry will see these trends and wok with suppliers who can deliver forward thinking products, marketing and efficiency to drive down costs and drive up return on investment for their clients.
For help or advice about how promo tech can be used in your next campaign, get in touch with the team @ DTI - contact 0844 875 7624 or sales@desktopideas.com.
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