Title: Marketing communication trends: a systematic review of market research data

Authors: Huu-Thanh Nguyen; Suong Huynh Thi Thu

Addresses: Faculty of Business Administration, University of Finance – Marketing (UFM), Ho Chi Minh City, 700000, Vietnam ' Scientific Management and Innovation Department, University of Finance – Marketing (UFM), Ho Chi Minh City, 700000, Vietnam

Abstract: Global market volatility in recent years has highlighted the need for businesses to stay updated on emerging marketing communication trends. Marketers must carefully consider trends to make the right decisions during difficult times to ensure business success. This study examines the latest marketing strategy trends by analysing 44 market research reports published in 2023 and 2024. Additionally, Google Trends data on keyword search trends over the past five years are incorporated to assess and compare prominent search trends. Key findings are the growing significance of content marketing, emphasising artificial intelligence (AI) applications, short-form videos, influencer marketing, and personalised, creative, authentic and socially responsible messaging. Social media trends encompass search marketing, integration, social listening, commerce, and AI utilisation. AI applications are also gaining prominence across content, digital, social media and retail marketing. Understanding these trends empowers marketers to make informed strategic decisions, effectively engaging target audiences, fostering brand loyalty and driving business growth in the ever-evolving marketing landscape.

Keywords: marketing trends; marketing communications trends; content marketing trends; digital marketing trends; social media trends; retail media trends.

DOI: 10.1504/JGBA.2025.152721

Journal for Global Business Advancement, 2025 Vol.17 No.5, pp.615 - 644

Received: 02 May 2025
Accepted: 16 Jul 2025
Published online: 07 Apr 2026 *

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