AMA Pittsburgh’s Coffee Connections is a monthly roundtable discussion designed to bring together marketers, business leaders, and creative minds from across the Pittsburgh region. This casual yet insightful gathering is where big ideas meet real-world strategies, giving attendees the opportunity to learn from experts, exchange perspectives, and build valuable professional relationships.
Each Coffee Connections session focuses on a timely and relevant marketing topic, featuring industry leaders, guest speakers, and thought-provoking discussions. Whether you’re a CMO shaping strategy, a startup founder looking to grow, or a marketing professional eager to stay ahead of industry trends, Coffee Connections is your chance to gain actionable insights and network with the region’s top marketers.
At our January 2025 session of AMA Coffee Connections Roundtable, we dove into the biggest trends reshaping the industry. Christopher Bevel, fractional CMO, marketing strategist and AMA Pittsburgh President-Elect, led an insightful discussion on where marketing is headed and how professionals can prepare to ride the waves instead of getting swept under.
Marketing in 2025 is shifting fast, powered by AI, changing media habits, and a growing demand for authenticity. The old rules? Fading. The new ones? Being written in real-time.
Here’s what you need to know—and how to stay ahead.
Wave 1: From Agencies to Algorithms
The Advertising Industry’s Great Power Shift
For decades, advertising agencies called the shots. They built brands, shaped consumer perception, and raked in billions doing it. But today? The power has shifted to tech platforms.
What’s Happening?
The numbers don’t lie:
- Global ad spend has grown 45% since 2019, hitting $1 trillion—but agency revenues have barely budged, growing just 1% (Adweek)
- 82% of global ad revenue now flows through three companies: Google, Meta, and Amazon (Martech)
- Alphabet can lose twice the value of Interpublic Group in a single trading day (Prof G Podcast)
Agencies used to be the ultimate algorithm for creating shareholder value. They controlled where the money flowed. But Google changed the game. Instead of relying on agencies to tell people what to buy, consumers now search, compare, and decide for themselves.
Now, big tech owns the ad pipeline. AI-driven ad placements and first-party data have replaced media buyers and traditional campaign models. And with the Omnicom-Interpublic merger, agencies are trying to consolidate power—but even the largest agency network pales in comparison to tech giants.
What It Means for Marketers
If you’re still relying on traditional ad buys, it’s time to rethink your strategy. First-party data is king. The brands winning today are building direct customer relationships, leveraging AI-driven personalization, and shifting budgets into performance-driven digital channels.
What you should be asking yourself and your teams —
Are you still playing by the old rules, or are you adapting to the new digital power structure?
Wave 2: Shifting Media Power—YouTube’s Unstoppable Rise
The New King of Streaming
Forget Netflix. YouTube is the real winner of the streaming wars.
What’s Happening?
- YouTube now accounts for 10.4% of all U.S. TV viewing—the first streaming platform to hit double digits (Nielsen)
- 8 in 10 Gen Alpha viewers watch YouTube—more than traditional TV or even TikTok (Nielsen)
- YouTube generates $50 billion in revenue—more than Netflix ($38B) (SubStack)
For years, Netflix was seen as the future of TV. But YouTube’s dominance is undeniable. It’s more than a video platform—it’s a search engine, entertainment hub, and social network wrapped in one. And with YouTube Shorts surpassing TikTok in views, it’s becoming a short-form powerhouse too.
What It Means for Marketers
If your brand isn’t prioritizing video-first content, you’re already behind. YouTube is where discovery, education, and entertainment happen—and it’s shaping consumer behavior across generations.
The takeaway? YouTube isn’t just where people watch—it’s where they make decisions.
Actions for 2025
How to future-proof your marketing:
- Create video content that informs, entertains, or solves a problem.
- Leverage Shorts for quick, engaging storytelling.
- Take advantage of YouTube as a search engine. Optimize your content for discoverability.
Wave 3: Influencer Marketing—Now a Core Growth Strategy
Trust Is the New Currency
Consumers are tuning out traditional ads. But they trust people they follow.
What’s Happening?
- U.S. influencer marketing spend will hit $9.29 billion in 2025, up 14.2% YoY (eMarketer)
- Influencer-driven conversions are up 11.6%, and sales rose 13.7% (eMarketer)
- Consumers find influencer content 9x more trustworthy than TV ads (IZEA Research)
Once seen as a trend, influencer marketing is now a mainstream, high-ROI channel. And it’s no longer just about mega-celebrities. Micro and niche influencers (10K–50K followers) are driving real engagement and purchases.
What It Means for Marketers
If you’re still spending the majority of your budget on digital ads instead of influencer collaborations, you’re missing out.
Smart brands are shifting budgets from banner ads to influencer-driven storytelling. Why? Because audiences trust real people far more than corporate messaging.
Questions to ask:
- Who are the voices your audience already trusts?
- How can we leverage influencer marketing in 2025?
Wave 4: B2B Marketing—Breaking the Boring Mold
Emotion Drives Decision-Making (Even in B2B)
B2B marketing has a reputation for being dry, logical, and painfully uninspiring. That needs to change.
What’s Happening?
- 67% of B2B buyers complete research digitally before engaging sales (RAIN Group)
- 73% of B2B buyers disengage when they encounter irrelevant or inconsistent messaging (Forrester)
- 76% of B2B decision-makers prefer providers who engage across multiple platforms (Deloitte Digital)
Business buyers aren’t just looking for features. They want connection, insight, and personality.
What It Means for Marketers
- Ditch the jargon. Speak like a human, not a corporate brochure.
- Invest in storytelling. Emotional connection drives decisions—even in B2B.
- Leverage video. Decision-makers are watching more short and long-form video content than ever.
Actions for B2B Marketers in 2025
- Want to stand out? Make B2B marketing feel human.
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Shift to a Customer-Centric GTM Engine.
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Deliver Integrated, Seamless Experiences.
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Measure What Matters.
Read more: The New Rules for B2B in 2025
Wave 5: Generative AI—The Productivity Revolution
AI Won’t Replace Marketers. But Marketers Who Use AI Will Replace Those Who Don’t.
What’s Happening?
- 80% of CMOs say AI is already improving automation, speed, and productivity (BCG)
- Salesforce cut customer service requests by 50% overnight using AI agents (Salesforce)
- By 2025, 63% of marketing leaders plan to invest in generative AI (Forbes, Gartner)
AI isn’t replacing creativity—it’s amplifying it. From automated content creation to AI-powered analytics, marketers who use AI effectively will outpace those who don’t.
What It Means for Marketers
Ignore AI at your own risk.
- Use AI for efficiency, but keep the human touch.
- Experiment with AI-powered personalization.
- Don’t just automate—enhance storytelling with AI insights.
AI is a tool, not a replacement. But those who master it will lead.
How to Ride the Marketing Waves in 2025
The tides of marketing are shifting faster than ever. New platforms are dominating, AI is transforming workflows, and trust-based marketing is replacing traditional ad-driven models. The brands and marketers that adapt will thrive—the ones that don’t will struggle to keep up.
Here’s how you can ride the waves, not get wiped out in 2025:
The Ad Industry is Being Rewritten—Own Your Audience Data
Big tech controls ad dollars, and agency dominance is fading. First-party data is now your most valuable marketing asset. Instead of relying on rented audiences (Google, Meta, Amazon), build direct relationships with your customers.
Key Action: Audit your customer data strategy. Are you collecting, organizing, and using data effectively for personalization and retention?
>> Related AMA Resource: Data-Driven Marketing: Building a First-Party Data Strategy
YouTube is the New TV—Invest in Video-First Strategies
With YouTube commanding 10.4% of all U.S. TV viewing, video is no longer a nice-to-have—it’s a must. Consumers discover, learn, and make buying decisions through video more than ever before. If your brand isn’t investing in video, you’re already behind.
Key Action: Start producing video content now—whether it’s short-form (YouTube Shorts, TikTok) or long-form (explainer videos, interviews, educational content).
>> Related AMA Resource: Video Marketing: Trends and Strategies for 2025
Influencers Drive Real Sales—Shift Budgets Accordingly
Influencer marketing isn’t a trend—it’s an essential performance channel. With trust in traditional ads declining, consumers are turning to authentic voices they follow online. Brands leveraging micro- and niche influencers are seeing higher engagement and stronger conversions.
Key Action: If you’re still putting all your budget into digital ads, shift at least 20% to influencer partnerships and track the results.
>>Related AMA Resource: Mastering Influencer Marketing: From Strategy to Measurement
B2B Doesn’t Have to Be Boring—Infuse Personality and Emotion
B2B buyers are still human. They crave emotion, trust, and engaging content just like consumers do. Yet, 73% of buyers disengage when they encounter irrelevant or uninspiring messaging. If you’re still marketing with jargon and feature-heavy messaging, it’s time to rethink your approach.
Key Action: Review your brand’s B2B messaging—does it connect on a human level? Start telling stories, using real customer experiences, and adding personality to your marketing.
Related B2B Marketing Resource: The New Rules of B2B in 2025
AI Isn’t a Threat—It’s an Opportunity. Learn How to Use It.
AI isn’t here to replace marketers—it’s here to enhance what we do. 80% of CMOs say AI is already improving productivity. Whether it’s automating tasks, generating content ideas, or refining customer targeting, marketers who master AI will outpace those who ignore it.
Key Action: Identify one AI tool to integrate into your workflow—whether for content generation, predictive analytics, or personalization—and start experimenting.
>> Related AMA Resource: AI in Marketing: A Masterclass for Strategy and Execution
The marketing landscape isn’t slowing down—it’s only getting more complex. The question isn’t whether the waves are coming. They are. The question is: Are you ready to ride them?
What’s your biggest challenge or opportunity in 2025? Drop a comment or join us at the next AMA Coffee Connections to keep the conversation going!
