New marketing survey reveals the trends, challenges and opportunities businesses face in 2025

Research carried out by North West marketing agency ICG has revealed key insights into the shifting landscape of marketing strategies, challenges and priorities for businesses in the coming year.

Now in its fifth edition, the ICG Marketing Survey paints a picture of a marketing landscape navigating cautious optimism amid ongoing economic challenges.  

Simon Couchman, managing director of ICG, said: “Our 2025 survey highlights the ongoing transformation in marketing. Businesses are balancing economic pressures with the need for innovation, strategic planning and sustainability.

“The survey underscores the growing need for expert guidance in navigating marketing challenges.

ICG remains committed to providing businesses with innovative, data-driven and sustainable marketing solutions.”

Key Findings:

• Budget constraints continue to challenge marketers: Tightening budgets remain the top concern, with 49 per cent of respondents citing financial limitations as a significant hurdle.
• Strategic planning on the rise: 46 per cent of marketers plan to fully map out their marketing strategies for the year, reflecting a shift from short-term planning to a more strategic, long-term approach.
• Digital marketing reigns supreme: A staggering 98 per cent of marketers are implementing digital strategies, with strong investments in organic social media (82 per cent) and email marketing (78 per cent).
• AI adoption accelerates: 73 per cent of respondents are leveraging AI tools like ChatGPT and Gemini for content creation and marketing ideation, showcasing a rapid shift toward automation and innovation.

Get the Full Report
For a detailed look at the findings, the ICG Marketing Survey 2025 is available for download at www.icg.agency/blog/the-icg-marketing-survey-2025/

About ICG
ICG is an award-winning integrated marketing agency based in Preston, offering strategic marketing solutions across digital, creative, and PR disciplines. With 30 years of industry experience, ICG continues to empower businesses with innovative marketing strategies that drive growth and engagement.