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I first wrote about “Who Moved My Customer?” back in 2020. Those were different times! My, how things have changed. Today, the question is no longer, “Who moved my customer?” but rather, “How can I move with them?”
In this article, I will discuss the shifting landscapes, how marketing has completely changed in 2025, and some critical paths brands must implement to be relevant. Those who insist on marketing as if it is 2020, or even 2024 will soon find themselves on the brink of irrelevancy.
So, how do we invest our time consuming content in 2025?
“When you combine smartphones, tablets, computers, and smart devices, digital platforms capture about 65-67% of America’s attention—a clear indication that the digital revolution is complete rather than emerging.”
The Shifting Media Landscape
The way Americans consume media has undergone a dramatic transformation since the early 2020s. Digital has now firmly established itself as the dominant force, accounting for nearly two-thirds of all media consumption.
When you combine smartphones, tablets, computers, and smart devices, digital platforms capture about 65-67% of America’s attention — a clear indication that the digital revolution is complete rather than emerging.
Traditional television continues its steady decline, now representing just 18-20% of media consumption. This represents a consistent 4% annual decrease as viewers increasingly abandon conventional broadcast and cable options. Meanwhile, streaming services have carved out their own significant territory, commanding 25-30% of Americans’ media time across both video and audio formats.
Radio has managed to retain a modest but declining share of total media consumption, currently standing at about 8-9%. While traditional radio continues to shrink, online radio and podcasting are on the rise. In particular, podcasting has become an important category, accounting for 4-5% of total media consumption, with nearly half of all American adults now regularly listening to podcasts.
Perhaps most striking is the fate of print media, which has dwindled to a mere 3-4% of overall consumption. Only about a quarter of adults now report getting news from print sources with any regularity, highlighting the medium’s dramatic decline from its once-dominant position.
These statistics reveal a clear imperative for marketers: digital-first strategies aren’t just preferred—they’re essential.
With Americans spending approximately 12 hours and 37 minutes with media daily and nearly two-thirds of that time in digital environments, the battle for attention must be waged primarily on screens, with particular emphasis on mobile devices that have become the primary gateway to content consumption.
“For marketers, these statistics reveal a clear imperative: digital-first strategies aren’t just preferred—they’re essential.”
Build a first-party data strategy
In today’s privacy-focused landscape, first-party data has become the most valuable currency in marketing. As third-party cookies vanish and regulations become stricter, brands that succeed are those with direct access to customer insights.
First-party data, collected directly from your audience with consent, powers effective personalization while remaining exclusively yours. Successful brands have moved from mere collection to genuine cultivation through value exchanges.
Top retailers are now using AI shopping assistants that offer personalized recommendations while collecting preference data. Customers are eager to participate because they gain immediate benefits, such as more relevant suggestions and a smoother shopping experience. Media companies provide tiered access to content, allowing users to either subscribe or share their data in exchange for access.
The most effective strategies in 2025 go beyond simple transactions by prioritizing relationship-building through adaptive loyalty programs and interactive experiences that encourage natural data sharing. By maintaining transparent communication about data collection practices and offering tangible benefits to customers, forward-thinking companies can build both extensive datasets and customer trust. This approach becomes the true competitive advantage in today’s marketing landscape.
AI-Powered Marketing: The New Conversation
In 2025, artificial intelligence has fundamentally transformed how brands acquire and engage customers. What began as simple marketing automation has evolved into sophisticated systems that predict needs, personalize at scale, and create genuinely conversational experiences.
Today’s AI marketing tools analyze complex behavioral patterns across various channels to identify potential customers with remarkable accuracy. Instead of using broad strategies, marketers implement targeted micro-campaigns that adjust in real-time based on feedback. The most effective platforms now recognize individual customer journeys, customizing interactions to align with both the customer’s stage in the journey and their emotional response.
Generative AI has transformed content creation by producing customized variations tailored to specific audience segments. Marketing teams now concentrate on strategic direction, while AI manages execution across numerous channels and formats at the same time. The era of one-size-fits-all campaigns has been replaced by dynamic content that adapts based on individual engagement patterns.
One of the most significant changes in marketing is the rise of AI-powered conversational marketing. Advanced virtual assistants now interact with customers in natural dialogues across various touchpoints. They remember customer preferences and history, ensuring a consistent brand experience. These conversations transition smoothly between channels—including social media, voice assistants, and in-store interactions—creating cohesive customer journeys instead of disjointed touchpoints.
For marketers, the real challenge has shifted from implementation to orchestration. This means creating a strategic framework that enables AI to function effectively while preserving the human creativity and emotional intelligence that set exceptional brands apart. The successful marketers are those who see AI not as a replacement, but as a tool to enhance human marketing talent.
“The winners are those who view AI not as a replacement but as an amplifier of human marketing talent.”
A Practical Approach for Implementing AI for Customer-Focused Marketing
To effectively implement AI marketing that benefits your business and customers, follow these actionable steps:
The companies seeing greatest success view AI not as a technological solution but as a relationship enabler—a tool that helps them understand and serve customers better while maintaining the human connection that ultimately drives loyalty.
Channel pivoting – connecting
Remember that your customers don’t think in terms of channels—they simply want to connect with your brand in the most convenient way for their current situation. By designing your marketing to flow naturally across these interconnected touchpoints, you create a conversation that meets customers where they are while guiding them toward meaningful engagement.
Key Takeaways
My key takeaways for marketing in 2025:
The question is no longer “Who moved my customer?” but rather “How can I move with them?”
You can transform these shifts from challenges into opportunities by following your audience to their preferred platforms, delivering value through personalized experiences, and maintaining authentic connections amid technological change. The tools and channels may evolve, but the fundamental need for meaningful brand relationships remains unchanged—it simply demands more thoughtful, technology-enabled approaches in today’s fragmented media environment.
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