Marketing success in 2025: Be known well, not well-known

AI’s rise has shifted focus to a more fundamental business imperative: capturing and maintaining customer attention in an increasingly crowded marketplace.

The essential premise: While artificial intelligence has become ubiquitous across industries, the next major business opportunity lies in building and maintaining genuine connections with customers.

• The proliferation of AI tools has made many business processes more accessible, leading to increased competition across sectors
• With lower barriers to entry, companies must find new ways to differentiate themselves beyond technological capabilities
• Success increasingly depends on being “known well” rather than simply being well-known

Key strategies for attention ownership: Building lasting customer relationships requires a multi-channel approach that prioritizes meaningful engagement.

• Email marketing must evolve beyond automated sequences to deliver personalized, engaging content that resonates with recipients
• SMS marketing can effectively reach customers through concise, targeted messaging that respects their time and attention
• In-person events create valuable face-to-face interactions that foster deeper connections with customers

Market dynamics: The attention economy is becoming more competitive as digital noise increases and traditional marketing channels become saturated.

• Breaking through to target audiences is growing more challenging and expensive
• Companies that prioritize relationship-building over technological adoption are better positioned for long-term success
• A value-first strategy helps organizations maintain customer attention once it’s captured

Value proposition focus: Organizations need to shift their mindset from chasing technological trends to creating genuine value for their audience.

• Success in the attention economy requires consistently delivering meaningful content and experiences
• Building trust through authentic communication becomes more critical as markets become more crowded
• Companies must focus on quality of engagement rather than quantity of touchpoints

Future implications: The growing emphasis on attention as a valuable resource will reshape how businesses approach customer relationships and marketing strategies.

• Organizations that master attention capture and retention will likely see sustained competitive advantages
• The value of authentic customer connections may increase as AI makes other business functions more commoditized
• Success metrics may shift from traditional engagement measurements to deeper indicators of relationship quality