December 2024

With the rise of the metaverse and web3 technologies, there’s no denying the next evolution of the internet is already underway. This is what I mean when I talk about the “future internet” – the next generation of the internet, characterized by immersive virtual metaverse worlds (such as Fortnite or Meta’s Horizon Worlds) and decentralized web3 technologies (think crypto, blockchain and NFTs).

For organizations, this future internet brings many opportunities – and threats. This means every organization must take a look at the products and services they provide and consider new and improved ways to serve their customers.

Here are three avenues to explore.

1. Augmenting Your Existing Products And Services

A good starting point is to look at your existing products and services and explore how you could enhance them with metaverse and/or web3 technologies. Consider how Fortnite has reinvented itself from a gaming platform to a trailblazing metaverse platform that provides immersive virtual experiences (like gigs by real-world megastars). Or consider how smartphone manufacturers are increasingly building AR capabilities into their phones, allowing users to see immersive virtual elements overlayed over the real-world view simply by using the built-in camera. Both are great examples of making your existing products or services more compatible with the next, more immersive evolution of the internet.

Could you augment your products and services for the future internet? If you ignore this question, the danger is another company will come along with that improved offering. Consider how services like Audius are reimagining music streaming and challenging established platforms like Spotify. Audius is a blockchain-based, artist-owned, decentralized streaming service with its own crypto token – in essence, the platform lets musicians decide how their music is monetized and allows them to connect directly with fans.

2. Creating New, Digital-Only Products

The next generation of consumers is only too happy to spend real money on products that don’t exist in the physical world. My children routinely spend their pocket money on Fortnite Skins, and yours may well do the same. In fact, Fortnite (and gaming in general) has led the way in creating digital-only products. What’s really interesting is Fortnite is a free-to-play game, so the sale of in-game items is clearly a vital revenue-earner for the game’s makers. In-game purchases are so popular that close to 70 percent of Fortnite players purchase outfits, accessories, and dance moves for their virtual characters. These outfits, accessories and moves don’t give players any actual advantage when playing the game – it’s purely about making your character look different from those who don’t pay for products. It goes to show that, in the metaverse era, digital-only products have very real value.

What about new services for the future internet? A great example comes from BlockBar, the NFT marketplace for high-end wines and spirits. BlockBar is a direct-to-consumer NFT marketplace that connects consumers and collectors with luxury alcohol brands such as Glenfiddich and Hennessy – allowing brands to sell NFTs that are tied to physical luxury and limited-edition products. (The NFT acts as proof of ownership but may also provide the NFT holder with access to exclusive perks and content.) As a service, BlockBar is taking the business of selling wine and spirits into the 21st century. And it’s proving popular with brands and consumers alike; the marketplace reached $7 million in sales in its first year and attracted more than 300,000 users.

Ask yourself, could your business create new products and services that are designed with the future internet in mind – or could your existing products or services be threatened by new, digital-native offerings?

3. Creating Hybrid Products And Services That Span Both Digital And Physical

What about blending the physical and digital to create hybrid products and services? One cool example comes from Merge EDU, which has designed a range of digital teaching aids for STEM subjects. The teaching aids immerse students with 3D objects and simulations they can “touch” and interact with – thereby helping students understand complex science concepts. This shows how digital products and services can deliver significant value in the physical world.

Of course, physical products can also be enhanced with a digital element, such as an accompanying NFT. Like how legendary music magazine SPIN – known for its iconic covers that are collectors’ items in their own right – is selling its covers and other art assets as collectible NFTs.

This “tokenization” of physical products is interesting because it also allows products to be sold in a distributed ownership model – where multiple customers share ownership of an asset. One example comes from the Crurated wine platform, which offers members the chance to buy fractions of wine barrels certified by NFT and blockchain technology.

Can You Afford To Ignore The Future Internet?

There’s no doubt in my mind that companies that ignore the impact of the metaverse and Web3 risk being overtaken by startups who are creating new, improved versions of existing products and services – essentially, reimagining them for the future internet.

That said, because the future internet is evolving so fast, some of the products and services being developed now may not exist in a few years’ time. There will be new products and services that we can’t yet imagine. The upshot is amazing innovations are coming our way, and we can’t predict where all this is going. But don’t let that stop you from reimaging your own products and services and experimenting with future internet innovations. Don’t wait, in other words. The time to experiment is now.

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The quiet hum of AI servers is rapidly drowning out the traditional drumbeat of marketing departments worldwide. As we venture deeper into 2025, this technological revolution isn’t just changing how we market – it’s fundamentally transforming what marketing means.

Over the last decades of analyzing digital trends, I’ve never seen such a profound shift in how businesses connect with their customers. While AI and automation are undoubtedly the stars of this show, other fascinating developments are emerging from the wings, from the evolution of influencer culture to a growing emphasis on digital privacy. Let’s explore the most significant trends that will shape marketing’s future in the coming year.

The Move Towards Dynamic Content Creation

The buzz around generative AI isn’t just hype – it’s the harbinger of a fundamental shift in content creation. But here’s the interesting part: while many marketers are still stuck in the basic ChatGPT-generated blog post phase (a strategy that’s increasingly showing its limitations), the real innovators are pushing boundaries we didn’t even know existed. They’re creating content that adapts in real-time, responding to context and audience sentiment in ways that make traditional personalization look primitive.

What’s particularly exciting is how forward-thinking content creators are integrating AI into their creative process itself. They’re not just using AI to generate content – they’re showing their audiences how to use it in novel ways, creating engaging meta-content that builds authority and drives engagement. In 2025, we’ll see the emergence of truly dynamic content that transforms based on viewer behavior, time of day, or even global events, taking the concept of marketing “micro-moments” to an entirely new level.

AI’s Strategic Takeover

While AI’s role in tactical marketing operations is well established, 2025 will mark its emergence as a crucial strategic partner. We’re moving beyond basic data analytics and recommendation systems into an era where AI actively participates in high-level planning and decision-making. Imagine AI systems that can predict future market trends with unprecedented accuracy, simulate entire campaign outcomes before launch, and optimize resource allocation in real time.

This strategic evolution of AI is particularly exciting because it’s happening first in marketing departments. As we push into 2025, marketing teams are becoming the proving ground for AI’s ability to contribute to strategic business decisions, setting patterns that other business functions will likely follow.

Search Is Dead, Long Live Search

The integration of generative AI into search engines isn’t just an upgrade – it’s a complete reimagining of how people find information online. With both Google and Bing now embedding AI-generated responses directly into search results, marketers are facing a fundamental shift in how they approach visibility. The traditional SEO playbook isn’t just being updated – it’s being completely rewritten.

But here’s what makes this trend particularly fascinating: as AI chatbots increasingly become the go-to tool for information seeking, we’re seeing a shift in user behavior that could rival the move from desktop to mobile. Marketing teams are now grappling with the challenge of not just ranking in traditional search results but also ensuring their brand messages are effectively captured and conveyed through AI-generated responses. This isn’t just about keywords anymore – it’s about understanding and influencing the AI systems that are becoming the new gatekeepers of information.

Video Marketing Gets A Brain Upgrade

If content is king, video continues to be its crown jewel. The appetite for quick, engaging, “snackable” video content shows no signs of slowing down, particularly among Gen-Z consumers. What’s changing is the sophistication of video creation and distribution. AI-driven video production tools are making it possible to create personalized, targeted video content at scale, while new formats like shoppable video and live streaming are opening up exciting new possibilities for brand engagement.

User-generated content remains a powerful force, but the tools and platforms for creating and sharing it are becoming increasingly sophisticated. In 2025, the ability to create, optimize, and distribute video content will become less about technical capability and more about strategic application.

Your Next Influencer Might Not Be Human

Virtual influencers have been around for a while, but 2025 is the year they get smart – really smart. We’re moving beyond static digital avatars to AI-powered personalities that can engage in meaningful, real-time interactions with audiences. This isn’t just about posting pretty pictures anymore – it’s about creating authentic connections through intelligent conversation.

The implications for brands are enormous. Imagine having an influencer who perfectly embodies your brand values, is available 24/7, and can engage with thousands of followers simultaneously in personalized conversations.

The Privacy Paradox

The marketing world has long grappled with the balance between personalization and privacy. As we move into 2025, this balance is becoming more crucial – and more complex – than ever. Smart marketers are adopting what I call “privacy-first personalization,” an approach that delivers highly relevant experiences while maintaining transparent and ethical data practices.

This isn’t just about compliance with growing regulations – it’s about building trust in an era where consumers are increasingly aware of and concerned about their digital footprint. The marketers who succeed in 2025 will be those who can deliver personalized experiences while demonstrating a genuine commitment to protecting consumer privacy.

Looking ahead, it’s clear that success in 2025’s marketing landscape won’t just be about adopting new technologies – it will be about using them thoughtfully and strategically to create genuine value. The most successful marketers won’t be those who chase every new trend but those who understand how to integrate these innovations into a coherent strategy that puts the customer first.

I believe ChatGPT and other generative AI tools can help pretty much any business. With a low-cost subscription or even simply using free tools, advanced AI assistance that would have seemed the stuff of science fiction just a few short years ago is within reach of anyone.

Without specific information, though, the advice and output that these genAI tools give can be very formulaic and mundane.

Simply ask it to “write me a blog on subject X” or “create a business plan for my Y business” and you’ll see what I mean.

The problem is that by default, it doesn’t know enough about you or your business and its specific challenges to create anything very useful

Luckily, there’s a way to ensure it has the information it needs to give you very specialized, specific advice that’s relevant to your opportunities and challenges. Get it to ask you what it needs to know.

With that in mind, here are a few prompts that can be used to get AI to help you with everyday business tasks, but in a way that’s customized and personal to you. Of course, you can use these as they are or personalize them further to make them even more relevant to your own situation and challenges.

Either way, they all make good jumping-in points for anyone wanting to start putting AI to work for them in a personalized way:

Review Compliance Regulations Around A Project

I need you to help me create a list of all my compliance and regulatory obligations around a project I am planning. Please ask me questions, one at a time, to get all of the information you need to know. Then create a step-by-step, prioritized list of actions I need to take in order to ensure I am fully compliant.

Understand Cybersecurity Requirements

I need your help understanding all of the steps I need to take in order to ensure my business is protected against cybersecurity threats. Please ask me questions about my business, one at a time, to get all of the information you need. When you are ready, please create a step-by-step strategy for implementing cybersecurity measures in a way that’s specifically relevant to my business.

Create A Social Media Marketing Campaign

Please help me create five social media posts optimized to generate maximum engagement. First, ask any questions, one at a time, you need in order to understand my business, our products and services, and our branding and messaging. It’s important you understand who our customers are and our brand’s voice, tone and style. When you have enough information, please draft the posts.

Create A Website FAQ Page

I need you to help me create a FAQ page for my company website. Please ask me questions, one at a time, to get the information you need to understand my business and customers. Then, ask me for details on any specific questions that I frequently encounter. When you have enough information, please generate a list of questions and answers in an FAQ format suitable for use on our company website.

Write A Business Plan For Use In Applying For Loans And Financing

Please help me write a business plan designed to maximize my chances of success when applying to banks or investors for loans or funding. Format the plan in a way that you think is best in order to optimally present the information clearly and concisely. Ask me questions, one at a time, to get all of the information you need to generate the plan. When you have all the information needed, go ahead and draft the plan.

Create A Customized Blog Post Relevant To Your Audience

Please help me create a blog post introducing my products or services to my online audience. Ask me questions about myself, my business, products/services, my customer base, and what I hope to achieve with the blog post in order to get all of the information you need to create a post that is informative, engaging, and optimized to achieve my aims.

Creating Your Own Personalized Prompts

As you can probably see, by following this formula, it’s possible to get ChatGPT (or whatever chatbot you prefer) to create personalized help, advice, and plans for just about any business task.

Asking it what information it needs means you can guarantee that you’ll always get more useful responses than simply expecting it to rely on whatever it already knows.

Mastering this technique will take you a step closer to leveraging the full potential of generative AI when it comes to assisting with everyday business tasks, helping you save time, money and effort.

Credit: Bernard Marr