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As we enter May, the marketing world is buzzing with new energy. From groundbreaking AI applications to bold brand activations and some of the year’s biggest conferences, this month is shaping up to be a masterclass in modern marketing. Here’s what’s rising to the top.
Generative AI isn’t just assisting campaigns—it’s shaping them. Marketers are co-creating with AI to build smarter strategies, faster workflows, and more personalized content than ever. The human touch still matters, but now it has a high-powered partner.
From branded concerts to immersive pop-ups, live experiences are making a comeback. After years of virtual everything, consumers are craving IRL moments—and brands are delivering, with memorable events that blend storytelling and spectacle.
Instagram, TikTok, and Pinterest are now more than discovery platforms—they’re full-fledged storefronts. Smart brands are using built-in shopping tools to convert interest into action, without ever leaving the feed.
Forget celebrity endorsements. The shift to niche, trusted creators continues to gain steam. Brands are getting more bang for their buck—and more engagement—by tapping into communities with real influence.
Privacy crackdowns and cookie deprecation are pushing marketers toward direct data collection. The upside? Better targeting, stronger trust, and more resilient long-term strategies.
As search behavior evolves, forward-thinking brands are optimizing not just for what people type—but for what they say and see. It’s a small shift with massive SEO implications.
Consumers expect climate-consciousness to be more than lip service. Brands that walk the walk—and communicate it clearly—are gaining long-term loyalty.
A clear, values-driven brand story isn’t a nice-to-have anymore. It’s the core of effective marketing. Companies with purpose-driven narratives are seeing stronger engagement and deeper customer connection.
Smarter, faster, and more conversational—AI-powered customer service is raising the bar for always-on support. The best bots feel less like robots and more like an extension of your team.
Google still matters, but it’s no longer the only game in town. With Gen Z favoring TikTok for search and AI chat surfacing brand recommendations, marketers are rethinking where and how discovery happens.
May’s trends aren’t just about what’s “next.” They’re about what’s necessary—if you want to market in a way that feels relevant, lasting, and truly differentiated.
We’re seeing a clear split in the industry: on one side, brands chasing novelty and automation for automation’s sake. On the other, brands that are building something deeper—marketing systems that grow smarter over time, content that doesn’t just get attention but earns trust, and brand experiences that resonate beyond the scroll.
The rise of generative AI has made it easier than ever to publish, post, and produce. But the real winners this year aren’t the loudest or the fastest. They’re the brands that know when to go quiet. When to double down on clarity. When to lean into story, values, and vision instead of the latest trend.
There’s also a growing expectation that brands mean something. Not just what they sell, but how they show up. Whether it’s sustainability, accessibility, or simply keeping promises—your brand reputation is being built (or broken) in real time, across platforms.
So what do we recommend?
The bottom line? May 2025 is a great time to remember that growth isn’t just about doing more—it’s about doing better. Precision and soul. Data and gut. If you can thread that needle, you’re not just marketing. You’re building something that lasts.
📅 May 6–7
📍 Hamburg, Germany
🎯 Focus: Digital innovation, marketing tech, and bold brand thinking
📌 Over 70,000 attendees, A-list speakers, and a vibrant creative scene
📅 May 6–7
📍 New York, NY
🎯 Focus: PR, comms, and data-driven marketing
📌 High-level insights into media intelligence and reputation strategy
📅 May 7–8
📍 New York, NY + Virtual
🎯 Focus: Agency growth and operations
📌 Ideal for shops looking to scale with focus and integrity
📅 May 7–8
📍 Miami, FL
🎯 Focus: Demand gen, ABM, and enterprise growth
📌 Great for teams working the long sales cycle
📅 May 13–14
📍 St. Louis, MO
🎯 Focus: Data, SEO, social, and beyond
📌 A hometown favorite—Seafoam will be watching closely
📅 May 12–13
📍 Chicago, IL
🎯 Focus: Full-funnel digital strategy
📌 Tactical sessions on everything from CX to conversion
📅 May 13–15
📍 San Francisco, CA
🎯 Focus: SaaS growth, B2B marketing, and customer retention
📌 One of the best for learning how marketing drives product-led growth
📅 May 19–21
📍 Denver, CO
🎯 Focus: Agency business and leadership
📌 Smaller scale, big impact—great for boutique agency leaders
📅 May 20–21
📍 Singapore
🎯 Focus: E-commerce and omnichannel retail
📌 A global lens on digital retail innovation
📅 May 21–23
📍 Austin, TX
🎯 Focus: Email marketing, deliverability, and lifecycle engagement
📌 Deep-dive sessions for brands investing in the inbox
Want to dive deeper into how these trends impact your marketing plans?
Contact Seafoam—we’ll help you build a system that grows with you.
And don’t forget to follow us on LinkedIn for monthly marketing intelligence you can trust.
We’re proud to share that Seafoam took home two more MUSE Creative Awards this year—this time for our website work.
Purpose First Advisors earned Gold in the “Consulting Website” category, and TSI Global received Silver for “Website Redesign.” Both wins reflect what we always aim to deliver: beautiful, functional websites rooted in strategy and clarity.
Each of these sites was built to do more than just look good. They were designed to create momentum—for teams, for clients, and for the future of each business.
For Purpose First Advisors, we crafted a warm, professional digital presence that speaks directly to their audience. It’s not just a website—it’s a reflection of their people-first approach to leadership and planning. ↓
With TSI Global, the challenge was technical clarity. We restructured and redesigned their site to support a growing team and showcase their complex capabilities in a way that feels accessible and future-forward. ↓
These projects are proof of what good partnerships—and good process—can build.
We also received a Gold award for Outstanding Marketing Agency. It’s an honor that speaks to the kind of systems we’re building every day at Seafoam: thoughtful, practical, and designed to last.
👉 Read more about that award here.
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Thank you to our clients, collaborators, and the MUSE jury. Onward.
If your marketing agency isn’t talking to you about AI, they’re keeping you in the dark.
Let’s be real: AI-powered marketing is changing the game. Fast. And at Seafoam, we’ve spent a tremendous amount of time researching, testing, and implementing AI tools—not because it’s trendy, but because it aligns with our responsibility to build marketing systems that create lasting success. Our philosophy has always been about crafting smart, scalable, and sustainable marketing solutions. Ignoring AI’s capabilities would mean ignoring opportunities to make marketing more effective, efficient, and impactful for our clients.
We’re not here to gatekeep. We believe in transparency, and that includes telling you exactly how AI is shaping the future of marketing—and why it matters for your business.
We’ve integrated AI into nearly every aspect of our process—not to replace human expertise, but to enhance it. Here’s where it’s making the biggest impact:
The most obvious AI use case? Copywriting. Whether it’s ad copy, blog posts, or social media content, AI helps us draft, refine, and optimize messaging efficiently. But AI isn’t about rushing—it’s about refining. Our team of strategists and copywriters still drive the brand voice, creativity, and human insight behind every piece. AI helps us spend less time on the blank page and more time perfecting the nuances that make your messaging resonate.
AI allows us to quickly analyze competitors—what they’re saying, how they’re positioning themselves, and what gaps we can exploit. Instead of spending weeks manually sifting through data, we get real-time insights that help us build stronger, forward-thinking strategies that align with your long-term goals.
Crafting the perfect brand strategy—your vision, mission, values, and value proposition—requires precision and iteration. AI helps us test different language variations, ensuring we consistently refine and strengthen your messaging in ways that make a lasting impact.
Understanding your audience is key. AI helps us analyze vast amounts of data to create detailed customer personas, predicting behaviors and preferences with a level of accuracy that was unheard of just a few years ago. This allows us to craft marketing that connects deeply and adapts as customer needs evolve.
AI-driven platforms like Google Performance Max take the guesswork out of digital advertising. By dynamically optimizing your ads over time, they ensure your budget is spent where it delivers the best long-term results. This isn’t about instant wins—it’s about steady, measurable growth.
Need a custom solution? AI helps us write and debug code more efficiently, whether we’re developing a marketing automation system, refining a website feature, or integrating a new tool into your tech stack. This means we can deliver complex, high-value solutions in a timeframe that keeps your business moving forward.
AI allows us to process massive amounts of data and identify trends, giving us a clearer picture of what’s coming next in your industry. With AI-driven forecasting, we can help you adapt, not react, ensuring your business remains ahead of the curve.
Search is changing, and AI is at the heart of it. We use AI to develop strategies specifically designed for AI-driven search engines, ensuring your brand is positioned to be found in this new era of discovery. AI also helps us execute SEO-focused content more effectively, making sure your business stays relevant in organic search.
AI isn’t just making us more efficient—it’s making your marketing more effective in the medium and long term. It means you get:
At Seafoam, we’ve always been focused on building strong, adaptable marketing systems—AI simply enhances our ability to do that. It helps us refine your brand, extend your reach, and create meaningful relationships with your audience in ways that weren’t possible before. But technology alone isn’t enough. The real magic happens when AI is paired with strategic thinking, creativity, and a deep understanding of your business.
AI is reshaping marketing, and not every agency is ready for that shift. Some might not want to change. Others might not want to tell you how much time they could be saving. But we believe in staying ahead of the curve and continuously evolving to deliver the best possible results. If your agency isn’t talking about AI, it’s worth asking why.
At Seafoam, we’re committed to making marketing smarter, more efficient, and more effective. AI isn’t the future—it’s the present. And we’re here to make sure you benefit from it, every step of the way.
As we head into April 2025, the marketing landscape continues its rapid evolution—driven by AI, shifting consumer expectations, and emerging experiential tactics. From global conferences to fresh innovations in content strategy, here’s what’s making waves this month.
Generative AI has officially moved from novelty to necessity. Marketers are using it to create hyper-personalized content, streamline production workflows, and drive better creative decisions. The ability to test variations at scale while maintaining brand tone is reshaping campaign planning and execution.
Consumers are tuning out generic brand noise and tuning into stories with soul. This month’s campaigns are leaning into purpose-driven messaging and human narratives that foster trust. Authenticity is no longer optional—it’s your competitive edge.
TikTok, Reels, and Shorts continue to outperform other formats for engagement. But success now depends on more than trends—marketers are investing in tighter storytelling, better editing, and value-driven content.
Brands are increasingly tapping into their communities to co-create. UGC is being strategically integrated across paid and organic channels, not just for authenticity but also for performance.
AI-powered tools are enabling marketers to create personalized experiences at unprecedented scale. From tailored product recommendations to dynamic landing pages, relevance is the new standard.
Search algorithms continue to reward original, high-quality content. The shift away from keyword stuffing toward demonstrating topical authority and real-world expertise is reshaping SEO strategies across industries.
Advanced AI-powered chatbots are now integral to marketing ecosystems. They’re providing 24/7 support, qualifying leads, and even offering personalized recommendations—all while learning and improving.
April 1 brought a wave of playful campaigns—fake product launches, ironic brand crossovers, and tongue-in-cheek ads. These moments, when executed with wit and polish, continue to humanize brands and spark buzz.
In an effort to stay culturally and technologically relevant, luxury brands are turning to AR experiences and digital product passports to elevate storytelling and deepen customer engagement.
Sports teams like the Kansas City Chiefs are securing international marketing rights to expand brand presence abroad. Localized content, language-specific campaigns, and cultural relevance are core to this next wave of expansion.
April’s trends make one thing clear: we’re entering a golden era of hybrid marketing. Technology is amplifying creativity, but the brands winning hearts and minds are those marrying innovation with authenticity. AI is powering precision, but human storytelling is what makes it stick.
The challenge for marketers is to master both. Scale without losing soul. Automate without becoming generic. Those who do will define the next chapter of brand growth.
📅 When: April 3–4, 2025
📍 Where: Los Angeles, CA
🎯 Focus: Digital marketing, media, and advertising
📌 Features: Expert keynotes, networking, AI-focused sessions
📅 When: April 14–16, 2025
📍 Where: Las Vegas, NV
🎯 Focus: Experiential and live brand experiences
📌 Features: Case studies from top brands, workshops, and strategy deep dives
📅 When: April 16–17, 2025
📍 Where: Chicago, IL
🎯 Focus: AI, content, SEO, and data-driven strategy
📌 Features: Actionable sessions and expert-led panels
📅 When: April 28–30, 2025
📍 Where: Miami, FL
🎯 Focus: Innovation and executive-level marketing strategy
📌 Features: Immersive experiences, networking, and future-forward insights
📅 When: April 28–29, 2025
📍 Where: Houston, TX
🎯 Focus: Global digital marketing trends
📌 Features: Workshops on content, analytics, and advertising innovation
For more insights and updates, follow Seafoam on LinkedIn.
Need help navigating the evolving marketing landscape? Contact us to explore strategies that will help your business thrive in 2025 and beyond.
Well, this is cool.
We’re proud to share that Seafoam has been named a 2025 MUSE Creative Awards winner in the Outstanding Marketing Agency category.
This kind of recognition isn’t something we chase—but it does feel good. Not because it means we’re flashy or loud (we’re not), but because it affirms the thing we care about most: building great marketing that actually works.
The MUSE Awards celebrate creative professionals whose work serves as a benchmark for excellence. For us, this award is a nod to the systems we’ve quietly built behind the scenes—tailored frameworks that help our clients grow in sustainable, repeatable ways. It’s a reflection of the trust our clients place in us, and the deep, thoughtful collaboration that makes the work better at every step.
Seafoam exists to make marketing simpler, smarter, and more human. We do it by focusing on three core pillars: building compelling brands, executing with precision, and creating lasting relationships. That trifecta—brand, reach, relationship—is what powers long-term success. It’s what turns good businesses into unforgettable ones.
This win is shared with our clients, our team, and our community here in St. Louis and beyond. It’s also a quiet reminder that doing good work, staying true to your values, and focusing on what matters most… still works.
Thanks for being part of our story.
At Seafoam, we’re always focused on creating thoughtful, effective website design experiences for our clients. It’s an added bonus when our work gets recognized beyond that. We’re excited to share that we’ve won two Web Excellence Awards for our work on the Daysies website and Chaney Windows and Doors website.
The Web Excellence Awards highlight the best in digital design, marketing, and development, celebrating agencies that push creativity and functionality forward. We’re honored to have our work included among this year’s winners.
For Daysies, we turned daily gaming into a personalized adventure through a dynamic, social word puzzle platform. Our design unites three key elements: an engaging interface featuring a scrolling hero that showcases diverse interest categories, an intuitive user journey that helps players find games aligned with their passions, and seamless game mechanics that make competitive play accessible and fun. The result is a digital platform that transforms traditional word puzzles into an interactive community experience, allowing users to prove their super-fan status while competing and sharing their achievements with others.
For Chaney Windows and Doors, a St. Louis institution known for transforming houses into dream homes, we designed more than just a website – we created a digital experience that mirrors their commitment to craftsmanship and customer service. Our approach unified three critical elements: a thoughtfully structured user journey that guides homeowners through Chaney’s extensive product selection, an elegant design system that showcases their premium offerings, and strategic conversion pathways that transform interest into action. The result is a website that serves as both a digital showroom and a powerful marketing framework, making it effortless for homeowners to explore, envision, and engage while delivering meaningful results for Chaney and their customers.
Recognition like this is always nice, but the real reward is seeing our clients thrive with strong digital foundations. We’re grateful to Daysies and Chaney Windows and Doors for trusting us with their brands, and we’re excited to keep doing work that makes an impact.
As we move into March 2025, marketing continues to evolve with rapid advancements in technology, changing consumer behaviors, and new industry standards. This month, we’re seeing significant shifts in AI-driven content, social commerce, and data privacy, among other key trends. Let’s dive into the most important updates and events shaping the marketing landscape this month, including the latest March 2025 marketing news.
This section highlights the latest March 2025 marketing news and how it impacts businesses moving forward.
AI-driven tools are now an integral part of content marketing strategies. Brands are using AI to generate hyper-personalized ad creatives, automate copywriting, and optimize customer interactions. These tools help companies create more effective campaigns while maintaining brand consistency and audience engagement, further influenced by the latest March 2025 marketing news.
With platforms like TikTok, Instagram Reels, and YouTube Shorts continuing to dominate, short-form video remains the most engaging content format. Brands are focusing on snappy, visually compelling narratives to capture attention quickly and drive conversions.
Shopping within social platforms is no longer a novelty—it’s a core part of eCommerce. TikTok, Instagram, and YouTube are refining their in-app shopping experiences, integrating AI-powered recommendations to improve conversion rates and customer retention.
As voice search adoption grows, brands are optimizing their content to align with how people naturally speak. SEO strategies now include long-tail, conversational queries to ensure visibility across voice assistants like Alexa, Google Assistant, and Siri.
Brands are shifting their focus from celebrity influencers to micro and nano-influencers. These smaller influencers have stronger audience connections, leading to higher engagement and more authentic interactions with brands.
Seamless customer experiences across digital and physical touchpoints are more important than ever. Companies are refining their omnichannel strategies to provide a consistent brand experience, whether through social media, email, in-store interactions, or customer service chatbots.
AR and VR technologies are being leveraged to create immersive brand experiences. From virtual try-ons to interactive product demos, brands are using these tools to deepen engagement and drive purchasing decisions.
With increasing regulations on data privacy, brands are focusing on transparency and ethical data collection. First-party data strategies are becoming essential as companies shift away from reliance on third-party cookies.
Consumers expect brands to demonstrate genuine commitment to sustainability and ethical business practices. Greenwashing is no longer acceptable—companies must back their claims with tangible actions and transparent reporting.
AI is reshaping digital advertising, from real-time content generation to hyper-personalized ad targeting. Expect to see more brands using AI to enhance creative execution, optimize ad spend, and drive better campaign performance.
March 2025’s marketing trends highlight a dynamic balance between cutting-edge technology and human-centric strategies. AI is revolutionizing content personalization and advertising, but brands must remain authentic and privacy-conscious. Short-form video continues to be the most effective medium for engagement, while social commerce and omnichannel marketing are reshaping the customer journey.
Meanwhile, the shift toward influencer authenticity and ethical marketing underscores the need for brands to build deeper trust with consumers. Transparency, sustainability, and privacy-first data strategies will define success in the months ahead.
The key takeaway? Brands that integrate AI and digital innovations while prioritizing authenticity, ethical responsibility, and consumer trust will stand out in this competitive landscape.
📅 When: March 7–15, 2025
📍 Where: Austin, Texas
🎯 Focus: Interactive media, branding, and marketing innovation
📌 Features: Networking opportunities, keynote speakers, and emerging technology showcases
📅 When: March 18–20, 2025
📍 Where: Las Vegas, Nevada (and online)
🎯 Focus: Digital marketing, AI in advertising, and customer experience
📌 Features: Hands-on labs, industry leader panels, and AI-driven marketing insights
📅 When: March 25–26, 2025
📍 Where: Tampa, Florida
🎯 Focus: Digital marketing strategies and innovations
📌 Features: SEO, content marketing, emerging trends, and networking sessions
📅 When: March 5, 2025
📍 Where: Berlin, Germany
🎯 Focus: Marketing technology trends and strategies
📌 Features: Industry leaders, case studies, and panel discussions on AI-driven marketing tools
📅 When: March 23–26, 2025
📍 Where: Austin, Texas
🎯 Focus: Marketing, public relations, and development strategies
📌 Features: Expert insights, interactive workshops, and networking opportunities
For more insights and updates, follow Seafoam on LinkedIn. Need help navigating the evolving marketing landscape? Contact us to explore strategies that will help your business thrive in 2025 and beyond.
Prepared for: Business Owners, CEOs, Presidents, and Marketing Directors in the St. Louis region
Prepared by: Seafoam Marketing – A St. Louis Marketing Agency
In 2025, the St. Louis marketing landscape has entered a new era defined by rapid digital growth and evolving local consumer behaviors. With deep roots and years of experience in St. Louis, we’ve witnessed firsthand the shift from an era of billboard campaigns and print ads to one dominated by social media, search engines, and data-driven strategy. The COVID-19 pandemic was a pivotal accelerant of this change – forcing businesses in every industry to adapt almost overnight. What follows is an in-depth exploration of how St. Louis businesses are navigating this “new normal” in marketing, balancing the city’s proud local culture with the vast opportunities of the digital world.
Each section of this report delves into a key theme shaping our region’s marketing environment in 2025. You’ll find data from reliable sources, local examples, and insights drawn from years of marketing expertise. Our aim is to provide clarity and guidance – in plain language – on what these trends mean for you as business leaders, and how you can leverage them. From permanent post-pandemic transformations to budget benchmarks, creative economy influences, and the rise of AI, this report serves as a roadmap to the digital horizons ahead for St. Louis marketing.
Let’s begin by looking at how local industries have permanently changed their marketing strategies in the wake of the pandemic.
The COVID-19 pandemic upended “business as usual” and, in many ways, permanently reshaped how St. Louis companies reach their customers. In the early months of 2020, storefronts went dark and in-person events were canceled, but consumer demand didn’t vanish – it moved online. St. Louis businesses, from retail and restaurants to B2B manufacturers, responded by accelerating their digital transformation at an unprecedented pace. Many of these changes have proven to be lasting. In this section, we examine what that transformation looks like across industries and how our local trends compare to national averages.
One unique challenge for St. Louis businesses is balancing our strong sense of local community with the vast reach of digital channels. St. Louis has a proud, hyper-local culture – think neighborhood loyalty, Cardinals baseball traditions, 314 Day celebrations – and historically, a lot of marketing here has been very community-centric (sponsoring the local little league, ads on the local radio, flyers at the corner cafe). At the same time, digital marketing lets even a small St. Louis company have a national or global audience at its fingertips. This creates a kind of “local-digital divide”: how do you stay authentic and connected to St. Louis roots while also capitalizing on online scale? In this section, we analyze how businesses are bridging that divide, blending traditional St. Louis marketing approaches with modern digital tactics.
One of the most common questions we get from executives is: “How should we be allocating our marketing budget these days, and how do we compare with others in St. Louis?” This section tackles that question by looking at benchmarks for marketing spend. We’ll explore how businesses of different sizes and industries in the St. Louis area are divvying up their marketing dollars across channels, and how that aligns with what’s happening nationally. We’ll also compare the ROI (return on investment) of traditional channels versus digital channels, especially in the context of our local market. The goal is to give you a frame of reference – a check on whether you are under-investing or over-investing in certain areas, and which channels tend to deliver the best bang for the buck in St. Louis.
St. Louis has always had a creative undercurrent – from our rich music history (hello, blues and jazz) to a vibrant arts scene and a tradition of scrappy advertising agencies punching above their weight. In 2025, this creative economy is both a source of marketing firepower and a factor influenced by broader trends like talent migration. In this section, we’ll explore how the local creative talent pool is evolving (e.g., are we experiencing a brain drain or a creative influx?), and how St. Louis’s unique cultural assets are influencing brand storytelling. Essentially, we want to understand the people and cultural context behind the marketing – the designers, writers, videographers, and storytellers in St. Louis – and what that means for businesses crafting their brand narratives.
One topic of conversation in recent years has been the “brain drain” – the concern that young creative and technical talent educated in St. Louis might leave for Chicago, Austin, or the coasts. There is some truth to this concern: surveys of students at Washington University and other local colleges found salary and career opportunities are major factors, and some grads do head out for higher-paying jobs elsewhere. However, St. Louis also retains a lot of its talent, and even sees some returnees as quality of life and cost of living here attract those who’ve done the coastal hustle. The net effect on marketing? The talent pool is changing, but not necessarily shrinking drastically. What we do see is a rise in remote work – a St. Louis marketing director might now manage a team that has a mix of in-office local creatives and remote specialists living in other cities. This can actually expand capabilities, as businesses aren’t limited to only local hires for certain cutting-edge skills (for example, a company here could contract a freelance motion graphics designer based in LA for a project, something that’s become common and acceptable).
That said, the creative community in St. Louis has shown resilience and growth in new ways. We have a burgeoning start-up scene and more freelancers/consultants who contribute to marketing projects. It’s not just agencies and in-house departments; it’s also independent creators, many of whom stayed or moved here for the affordable living and are doing national-caliber work from St. Louis. The Regional Arts Commission reported that the arts and culture sector in St. Louis City and County contributes about $868 million in economic impact and over 12,000 jobs. That’s a hefty creative workforce. In fact, statewide, the arts sector here contributes more to the economy than some traditionally big industries like agriculture. Many of those arts jobs overlap with marketing (graphic designers, videographers, PR folks working in nonprofit arts, etc.), which means there’s a solid base of creative professionals in the region.
However, talent migration does affect specific marketing capabilities. For example, if a cluster of experienced digital marketers or creative directors relocate elsewhere, local businesses might feel a gap in seasoned leadership. We’ve observed some St. Louis firms bringing in outside consultants or agencies to fill specialized roles (like high-end UX design or data analytics in marketing) when they can’t find the talent in-house. On the flip side, some local agencies have effectively imported talent by hiring remote or acquiring boutique firms in other cities. So, while the workforce geography has broadened, St. Louis companies still benefit from a collaborative creative network. People might physically be elsewhere, but they’re contributing to St. Louis campaigns.
One trend worth noting is the reverse brain drain – folks who left and came back. We’ve heard anecdotes of creative professionals returning to St. Louis in their 30s or 40s to raise families, bringing with them experiences from big agencies or tech companies on the coasts. These returnees often start new ventures or elevate the local marketing scene with fresh perspectives. The STL 2030 Jobs Plan and initiatives by Greater St. Louis, Inc. aim to foster precisely this: keep graduates here and draw back those who have left. For marketing, this means potentially more diverse and high-caliber talent calling St. Louis home, which can only help businesses seeking creative services.
Marketing isn’t just about tactics – it’s also about telling a story that resonates. St. Louis offers a rich tapestry of cultural assets that brands are increasingly weaving into their storytelling. Let’s consider what makes our city unique and how companies leverage that:
The image above captures a scene from 314 Day, a relatively new tradition where St. Louis celebrates itself every March 14th (3/14, our primary area code). This grassroots celebration has become a marketing opportunity for many local businesses to wave the STL flag. Last year’s 314 Day saw over a 100% increase in the use of the #314Day hashtag on social media – that’s huge engagement. Businesses join in by offering specials (e.g., $3.14 deals), sharing St. Louis facts, or simply expressing gratitude to the community. It’s a prime example of how a unique cultural asset (in this case, our area code and the pride attached to it) is used in brand storytelling. Companies that participate are effectively saying “we’re proud to be from here, and we’re part of this community.” The authenticity of that can strongly boost local customer affinity.
Another aspect of the creative economy is how local talent migration (as discussed earlier) intersects with cultural storytelling. Some marketing teams bring in outside creative perspectives (maybe a New York agency or a bicoastal creative director) – the challenge then is ensuring the story still feels local. Often, involving local artists or cultural experts as collaborators can bridge that gap. For instance, a national brand with a St. Louis market might commission a mural by a St. Louis graffiti artist and build a campaign around that artwork. This way, even if the core marketing strategy comes from outside, the execution has local creative DNA.
Furthermore, diversity in our creative voices is increasingly recognized. St. Louis has a significant African American population with deep cultural contributions (from Chuck Berry to modern visual artists), and a growing immigrant population adding new layers (the Bosnian community, for example, or the burgeoning Hispanic community celebrated in events like Hispanic Heritage Month showcases ). Brands that want to tell an inclusive story of St. Louis are starting to highlight these facets. A local ad campaign might feature a mix of faces and neighborhoods – a shot in North City, another on Cherokee Street, another in Chesterfield – consciously painting a picture of the whole community. This inclusive storytelling is not just socially conscious; it’s effective marketing to broaden appeal and show that the brand “gets” the city in all its variety.
In summary, the emerging creative economy in St. Louis provides both the talent and the inspiration that fuel modern marketing campaigns. While we must be mindful of talent flows (making sure we cultivate and retain creative skills here), St. Louis companies have a treasure trove of cultural material to draw from. Those that harness it – by employing local creatives, aligning with cultural events, and proudly wearing the St. Louis identity – often find their marketing resonates on a deeper level. It moves marketing from just selling a product to telling a story that people want to be a part of. And in an age where consumers (especially younger ones) value authenticity and community, that’s an invaluable advantage.
No 2025 marketing report would be complete without discussing artificial intelligence. AI has rapidly moved from a buzzword to a practical toolkit for marketers. In St. Louis, we’re seeing companies of all sizes dabble in AI – from using AI to automate routine tasks to leveraging data-driven insights that inform strategy. This section looks at how widely AI is being adopted in the local marketing scene, differences between big and small businesses in implementation, and some real-world applications tailored to St. Louis market challenges.
Artificial intelligence is no longer the domain of Silicon Valley alone; it’s firmly taking root in the Midwest as well. In fact, 31% of local business decision-makers across the U.S. said they are actively using AI in their companies, and another 29% are testing it, with 13% planning to start in 2024. That means over 70% of local businesses are at least experimenting with AI. St. Louis businesses mirror this national stat pretty closely. We’ve observed a strong curiosity and openness to AI tools among our clients and partners. Local marketing firms and departments have recognized that AI can save time and enhance capabilities – a big deal, especially for smaller teams trying to do more with less.
One striking comparison: AI’s adoption has been blisteringly fast. By August 2024, nearly 40% of working-age Americans reported using generative AI (tools like ChatGPT) either for work or personal use. Researchers point out that this adoption rate, less than two years since generative AI hit mass market, far outpaces how quickly the internet itself was adopted (it took the internet a few more years to hit similar usage). In St. Louis, this general comfort with AI technology is visible. People across industries – not just tech folk – have started to incorporate AI helpers into daily tasks. For instance, a real estate agent might use ChatGPT to help draft listing descriptions; a nonprofit director might use AI to analyze donor data for patterns. In marketing teams, at least one person is likely pushing the envelope, trying out AI-based tools for something.
That said, the implementation rates vary by business size and sector. Larger corporations in St. Louis (think Edward Jones, Purina, etc.) often have formal AI initiatives or vendor solutions integrated into their marketing tech stack. They might use AI for advanced analytics, programmatic ad buying optimization, or personalized content recommendations on their websites. These enterprises have the resources to invest and also the data scale to really benefit from AI insights. On the other hand, small businesses might be using AI in a more ad-hoc way – like using an AI copywriting assistant for their Facebook posts or relying on the AI built into their email marketing software that suggests the best time to send campaigns. Interestingly, surveys (including one by Local Dialog) indicate that small businesses have embraced AI tools quite eagerly – it’s touted as “the small-business world has never embraced a new technology as quickly or enthusiastically as AI.” This is partly because many AI-powered services are affordable or built into tools they already use (e.g., an email platform might introduce an AI subject line generator).
Marketing agencies and firms in St. Louis are definitely on board. Local marketing experts told the St. Louis Business Journal that one of the biggest trends in advertising is indeed the adoption of AI tools. Many agencies have set up internal task forces or committees to explore AI – ensuring they don’t fall behind. A data editor at the Business Journal compiled insights from these experts, underscoring that AI is permeating the industry quickly.
Talking about AI in abstract is one thing; seeing how it’s actually used on the ground in St. Louis marketing is another. Let’s dive into some practical applications and examples:
Even grocery shopping is getting an AI assist in St. Louis. Schnuck Markets Inc. piloted AI-powered “smart carts” (example shown above) that automatically detect items as customers shop, aiming to make checkout frictionless. Innovations like this show how local businesses are embracing AI not just in marketing communications, but in the customer experience itself. Image courtesy of Schnuck Markets Inc.
Of course, with all these opportunities, there are also some healthy concerns and limitations that St. Louis marketing professionals are navigating. One concern is maintaining authenticity and the human touch, something especially important to local audiences. Over-reliance on AI for customer-facing content can lead to bland or off-key messaging. So, many treat AI outputs as drafts, with humans editing to ensure the St. Louis voice or brand voice is correct. Data privacy is another consideration – using AI on customer data means ensuring compliance with privacy rules and ethical use of data. Larger firms have legal teams for this; smaller ones err on the side of caution and stick to using AI for non-sensitive tasks or anonymized data analysis.
In terms of current implementation rates: by now, in late 2024 into 2025, it’s safe to say that the majority of St. Louis marketing departments have at least one AI-driven feature or tool in regular use. It might be as simple as the automated email scheduling in Mailchimp or as advanced as an AI-based content optimization platform – but it’s there, quietly boosting productivity. The enthusiasm is there too; roughly 77% of local business leaders are positive about AI’s impact on their industries, which suggests adoption will keep rising. The practical, Midwest mindset of our region means we’re using AI not for hype, but where it truly adds value.
One might recall how previous tech waves took time to penetrate the Heartland – but AI’s value proposition of “do more with less” resonates strongly in a city known for its pragmatic innovation (after all, this is the city that built the Gateway Arch, a feat of engineering with Midwestern grit). So, St. Louis is quietly becoming an AI adopter in its own right. We’re not writing academic AI research papers here (leave that to the coasts), but we are applying the technology in meaningful ways. For businesses, the takeaway is clear: AI is here to stay in marketing, and those who embrace it thoughtfully will gain a competitive edge. Whether it’s through faster content creation, smarter ad spending, or better customer insights, AI can help even a local underdog compete with larger rivals. And in a market like St. Louis, where community and connection matter, freeing up human marketers to focus on strategy and relationships – while AI handles the tedious bits – is a winning formula.
The St. Louis marketing landscape of 2025 is a dynamic blend of old and new, local and global, human and AI. We’ve traversed through how the pandemic permanently altered marketing strategies, catapulting even the most traditional businesses into digital channels. We examined the art of balancing tight-knit community marketing with the boundless reach of online platforms – a balance many St. Louis businesses are mastering through integrated campaigns that feel personal yet scale broadly. We dissected where the marketing dollars are flowing, noting the decisive tilt toward digital spend and the superior ROI those channels tend to deliver, especially when leveraged with the creativity and authenticity that characterize successful St. Louis campaigns. We also celebrated the creative economy that underpins our marketing efforts – the people and cultural narratives that give St. Louis marketing its soul – while acknowledging the importance of nurturing and retaining talent to keep that engine running. And finally, we peered into the fast-emerging world of AI in marketing, seeing how local firms are using it pragmatically to work smarter and meet the evolving expectations of consumers.
A few key takeaways for business leaders emerge from this report:
As we navigate this landscape, one thing remains clear: the fundamentals of good marketing still apply. Know your audience, offer genuine value, tell a compelling story, and build relationships. The channels and tools have evolved – and will continue to evolve – but these principles are our north star. St. Louis companies that adhere to them, while adapting to change, are finding success. A local business that responds to an online customer inquiry with the same care as if that person walked into the store is going to win fans. A CEO who allocates budget not just to the trendiest tactic, but to what aligns with their strategy and customer behavior, is going to see results.
Seafoam Media has been privileged to ride the waves of change in marketing over the decades, from the rise of the internet to the mobile revolution to now AI and beyond. Through it all, our mission has been to guide businesses with expertise and empathy – cutting through hype, focusing on clarity and results. We hope this report has armed you with knowledge and insight that feels actionable and relevant. The 2025 horizon is bright with opportunity for those willing to innovate and stay true to their brand’s character.
In closing, remember that St. Louis’ marketing landscape is as rich and robust as the city itself. It’s a landscape shaped by resilience (forged in post-pandemic adaptation), by community spirit (the glue that binds local loyalty), by creativity (the spark that makes campaigns memorable), and by innovation (the engine propelling us forward). As you chart your course in this landscape, lean on those strengths. Embrace the digital future, but bring your St. Louis values with you. In doing so, you’ll not only achieve greater marketing success – you’ll strengthen the bond between your business and the community it serves. And that is a horizon worth aiming for.
In an era where consumers can spot inauthentic marketing from a mile away, building a brand faces a critical challenge: how to create genuine connections that stand the test of time. The days of carefully polished corporate messaging and one-way brand communications are behind us. Today's successful brand building is founded on something far more fundamental – authenticity. When building a brand in today's market, this authenticity serves as your north star.
The shift in how we build and maintain brand trust has been seismic. Just a decade ago, companies building a brand could rely on carefully controlled messaging and traditional authority to build their market presence. But today's consumers have unprecedented access to information, peer reviews, and behind-the-scenes glimpses into company operations. This transparency has fundamentally changed the approach to building a brand.
What's fascinating is that this shift hasn't just changed how brands communicate – it's transformed what brand building means altogether. The most successful brands today aren't just selling products or services; they're building relationships based on shared values and genuine interactions. Modern brand building requires a completely different mindset.
Let's clear up a common misconception in brand building: creating an authentic brand isn't about sharing every detail of your business operations or maintaining a casual social media presence. True authenticity in building a brand runs much deeper. It's about aligning your external messaging with your internal values and operations in a way that creates genuine value for your customers.
Think of it this way: authenticity isn't a marketing strategy – it's the natural result of building a brand that truly lives its values. When your internal culture, customer experience, and market presence all align, authenticity becomes less about what you say and more about who you are. This alignment is crucial when building a brand that lasts.
The foundation of building a lasting brand starts within. This means creating systems and cultures that naturally produce authentic interactions. When your team deeply understands and believes in your brand's values, authentic communication becomes second nature rather than a scripted exercise.
Your internal processes should support and reinforce your brand promises. If you claim to prioritize customer service, your internal systems should make it easy for your team to deliver exceptional service consistently. This alignment between internal operations and external promises is essential for building a brand that resonates with authenticity.
Building a brand that connects genuinely with customers requires moving beyond traditional demographic data to understand the real people who interact with your brand. This means creating opportunities for meaningful dialogue and actually listening to what customers say – not just during sales interactions, but throughout their entire journey with your brand.
The key to building a brand that truly resonates is to approach these interactions with emotional intelligence. Understanding customer needs, fears, and aspirations allows you to create genuine value rather than just pushing messages or products.
When building a brand, your market presence should be a natural extension of your internal culture and customer relationships. This means developing a distinctive voice that truly reflects who you are as a company, not who you think the market wants you to be.
Content creation becomes less about selling and more about serving. When building a brand focused on providing genuine value and building real relationships, the sales process becomes a natural outcome rather than a forced effort.
Creating authentic brands isn't about grand gestures or one-time campaigns. Building a brand that lasts requires sustainable systems that consistently deliver authentic experiences. This means:
The most powerful aspect of building an authentic brand is its compound effect over time. When you consistently deliver genuine value and build real relationships, you create a ripple effect that extends far beyond immediate business metrics.
Brands built on authenticity don't just weather market changes – they thrive through them because they've built relationships strong enough to sustain through difficulties. They create loyal customer bases that become brand advocates, leading to organic growth that's both more sustainable and more profitable than traditional marketing efforts could achieve.
Building a brand isn't a destination – it's an ongoing journey of alignment between who you are and how you show up in the market. Start by auditing the gap between your current brand presence and your core values. Look for disconnects between what you say and what you do. Most importantly, listen to your customers and create systems that help you serve them more authentically.
Remember, when building a brand, the goal isn't perfection – it's genuine connection. In a world increasingly dominated by artificial interactions, authentic brands don't just stand out – they stand the test of time.
Website redesigns are interesting projects - kind of like home renovations, but with significantly fewer construction delays and dust-covered furniture. They're opportunities to fix what isn't working, amplify what is, and completely rethink how a business presents itself online.
For Chaney Windows & Doors, we started with a simple question: how do people actually shop for windows and doors in 2025? (Spoiler: not by scrolling through endless paragraphs of technical specifications, despite what some industry veterans might believe.) The answer shaped every decision that followed.
Our new design prioritizes what matters most: Chaney's exceptional work. We moved away from the dark, text-heavy layouts of their previous site to create a cleaner, more inviting space. A refined palette of deep navy and warm gold creates a premium foundation that lets their craftsmanship take center stage. Because let's face it - nobody has ever said "I wish this website had more clutter."
The old site's structure felt a bit like a maze - you might eventually find what you're looking for, but you'll need some breadcrumbs to find your way back. We rebuilt everything around actual customer behavior. The new design allows for natural exploration, whether someone arrives looking for inspiration or specific product details. This improved structure doesn't just help visitors – it also gives search engines a better understanding of Chaney's offerings, enhancing their digital visibility.
Products like windows and doors need to be seen to be appreciated. You can describe a slider window in great detail, but nothing beats actually seeing one - preferably without having to squint at a tiny thumbnail image. We expanded the visual experience with larger, high-quality photography that showcases both products and installations. The new gallery layout provides a more comprehensive view of Chaney's work, helping potential customers envision possibilities for their own homes.
Understanding window and door options can be overwhelming - somewhere between "assembling furniture without instructions" and "explaining cryptocurrency to your grandparents" level of overwhelming. We simplified the product showcase while actually providing more information. The ProVia lineup, in particular, is now presented in a way that demonstrates the breadth of options available while maintaining clarity and ease of understanding.
Some of the most impactful changes aren't immediately visible (like a really good window installation, coincidentally):
The result? A digital presence that works as hard as Chaney does. No gimmicks, no trendy flourishes – just thoughtful design that serves its purpose well. Because sometimes the best features are the ones you don't notice until you need them. Kind of like a properly weatherstripped door in a St. Louis winter.
Want to see for yourself? Head over to Chaney Windows & Doors.
The start of 2025 brings a distinct convergence of technological advancement and human-centered marketing approaches. AI continues its transformation of the industry, but with a notably more nuanced implementation focused on enhancing rather than replacing human interactions.
The evolution of voice search and AR/VR technology signals a shift in how consumers discover and interact with brands. These emerging channels create opportunities for more intuitive, immersive customer experiences, while requiring marketers to adapt their strategies accordingly.
Social commerce's rapid growth reflects changing consumer behaviors, with platforms like TikTok and Instagram bridging the gap between social interaction and purchasing decisions. Meanwhile, the emphasis on trust and authenticity underscores the enduring importance of genuine connections in an increasingly digital world.
The expansion into diverse sports markets and the focus on meaningful engagements demonstrate the value of reaching specific audiences with relevant, impactful content. This targeted approach, combined with real-time brand monitoring, enables more responsive and effective marketing strategies.
Looking ahead, success will likely favor those who can balance technological innovation with authentic human connection, creating experiences that resonate on both practical and emotional levels.
For more insights and updates, follow Seafoam on LinkedIn. Contact us to discuss how we can help you navigate the evolving marketing landscape and achieve your growth goals.
Some exciting news from our team: Seafoam has been awarded two Graphic Design USA (GDUSA) awards for our recent work with Tiny Little Monster and Shiloh Counseling.
The first award recognizes our website redesign for Tiny Little Monster, a St. Louis print shop beloved for their independent spirit and quality craftsmanship. We created a digital space that makes it easy to explore their screen printing, embroidery, and DTF transfer services, while capturing the creative energy that makes them unique.
Our second award celebrates the brand identity system we developed for Shiloh Counseling. Working closely with their team, we crafted a visual language centered around a sophisticated color palette and bird motif. The design strikes a careful balance between professional and approachable – essential for a counseling practice focused on helping clients find peace and direction.
Both projects presented unique challenges that pushed us to do our best work. For Tiny Little Monster, we needed to translate their artistic, independent personality into a functional user experience. Their website needed to serve multiple audiences - from individuals ordering custom t-shirts to businesses seeking wholesale printing services. The resulting design preserves their creative spirit while providing clear pathways for different types of customers to find exactly what they need.
With Shiloh Counseling, we worked to create an identity system that would help put potential clients at ease from their first interaction. Mental health services require a delicate touch - too clinical feels cold, too casual feels unprofessional. The final design system, featuring earth tones and natural elements, creates a sense of calm and stability that extends across every touchpoint, from their website to their business cards.
While awards are always appreciated, the real reward is seeing these designs serve their purpose in the real world. For Tiny Little Monster, that means watching their online orders grow and hearing how much easier the new site is to use. For Shiloh Counseling, it's knowing their brand helps create a comfortable first impression for people taking an important step in their mental health journey.
We're grateful to work with clients who trust us with their visions and allow us to create something meaningful together. These awards from GDUSA remind us that good design isn't just about aesthetics - it's about solving real problems and helping businesses connect with their communities in authentic ways.
Let's talk about how thoughtful design could help your business grow. Reach out to start the conversation.
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