Marketing Data and Insights:
May 2025

As we move into the second half of Q2, the marketing landscape continues to evolve at a rapid pace. From AI-driven content strategies to major shifts in consumer behaviour, May 2025 offers key developments worth watching. Here’s your data-backed roundup of what’s driving marketing performance this month — and how you can stay ahead.

Marketing Budgets Are Rising – But More Selectively

Stat of the Month: According to Gartner’s 2024 CMO Spend Survey, 72% of CMOs reported increased budgets for digital marketing in 2025, but 48% said they're reallocating funds from paid ads to owned content and automation tools.

Why it matters: Marketers are doubling down on ROI — investing more in CRM systems, email marketing, and AI-powered tools while cutting back on unpredictable paid media.

Action: Reassess your channel mix. Consider investing in high-performing evergreen content and automated lead nurture sequences to stretch your spend.

Short-Form Video Still Reigns, But Not Everywhere

Data Insight: TikTok saw a 9% drop in daily active users in the UK, while Instagram Reels and YouTube Shorts grew by 12% and 7% respectively, per GWI’s Q1 2025 UK Social Trends.

Trend: Brands are favouring platforms that combine discovery with community, and users are gravitating to content that blends education with entertainment.

Action: Test a weekly short-form content series on Reels or Shorts that positions your brand as both helpful and human.

AI Content Tools Are Mainstream – But Performance Varies

Findings from HubSpot: HubSpot’s 2024 State of AI Report shows 58% of marketers now use AI tools for first drafts and ideation, but only 24% publish AI-generated content without editing.

Key takeaway: AI is a powerful accelerator — but still requires strategic oversight. Audiences can spot templated content, and trust is becoming a competitive differentiator.

Action: Use AI for speed, but ensure every piece is reviewed and aligned with your brand tone and value proposition.

Organic Search Traffic Is Declining for Many Sectors

SEO Alert: SEMrush’s 2025 Search Landscape Report shows Google’s ongoing shift toward AI-generated search summaries (SGE) has reduced clicks to third-party websites by 17%.

Implication: Relying on SEO alone is risky. Brands need to diversify their content distribution, using email, social and direct engagement tactics.

Action: Start building your audience on owned platforms – such as newsletters, gated content hubs, and webinars.

Consumers Want More Personalisation – But Less Creepiness

Survey Insight: 66% of UK consumers expect brands to “remember” their preferences, but only 32% are comfortable with hyper-targeted ads that "feel like spying", according to McKinsey’s Consumer Pulse Survey.

Balancing act: Personalisation must feel helpful, not intrusive. Transparency, value exchange, and consent are crucial.

Action: Use your CRM to deliver personalised messaging based on user behaviour — not just demographic data.

Events and Campaign Opportunities for June

Looking ahead, June offers marketing moments you can plan for:

• Pride Month – Be authentic, not opportunistic. Celebrate diversity meaningfully.

• Father’s Day (16 June UK) – Ideal for B2C campaigns in gifting, wellness, and family finance.

• Mid-Year Reviews – Great time for B2B content about performance, planning, and strategy refreshes.

Final Thought

May 2025 shows us that marketing success depends on agility: the ability to pivot with data, test new platforms, and stay close to evolving consumer expectations. While AI and automation are transforming the way we work, it’s still human insight and creativity that set the best campaigns apart.