Why AI isn’t replacing marketing—it’s restoring what made it matter

The marketing world loves a revolution. But the rise of generative AI isn’t just a disruption. It’s a return.

At this year’s AMEC Summit, the message was clear: we’ve entered the era of the AI Reputation Economy. Generative tools like ChatGPT and Perplexity are no longer just summarizing information—they’re shaping brand perception in real time. What they generate becomes what your audience believes.

But here’s the twist: the brands that win in this new world aren’t the ones chasing every shiny tool. They’re the ones getting back to the roots of marketing—earned media, clear positioning, and a reputation built on consistent behavior.

We call this shift what it is: AI reputation management. And it’s not about gaming the algorithm. It’s about giving it something real to find.

AI Doesn’t Invent Stories. It Summarizes Signals.

For years, marketing leaned hard into storytelling—often at the expense of substance. But AI isn’t influenced by narrative flair. It’s influenced by what it can verify.

That means your brand reputation is now shaped by:

• Where and how you’re cited in earned media
• The clarity and structure of your website
• The tone of real conversations about you online
• How well your values show up in actual operations

In short: AI reputation management requires what good PR always has—alignment between what you say and what you do.

This is a homecoming for marketers who’ve always believed that trust is earned, not bought. Generative AI is just forcing the issue.

The New Front Door to Your Brand? A Synthesized Summary.

Today, when someone asks AI “Who’s the best [X] in [Y]?”—they don’t get a list of links. They get a tidy, confident answer. One that feels like a verdict.

That verdict is based on:

• Earned media signals (90%+ of AI citations)
• Reddit conversations and long-form content
• Comparison articles and semantic clarity
• Wikipedia, structured metadata, and your own site content

Traditional SEO only overlaps with about 12% of what AI includes in its answers. Traffic doesn’t matter. Backlinks barely register.

There’s still plenty of crossover between smart SEO and effective AI reputation management. The fundamentals—semantic structure, clarity, crawlability, and helpful content—still matter. But the days of gaming the algorithm with shallow blog posts and backlink schemes are over. Now, it’s about credibility over cleverness.

You don’t need to dominate search rankings. You need to be the most trustworthy, clearly defined source in your space. And that starts with real-world credibility, not clicks.

PR Is the New SEO (Again)

GEO (Generative Engine Optimization) and AI reputation management put earned media back at the center of marketing strategy. That means:

• Press releases aren’t dead—they’re prompts for AI
• Editorial citations build more trust than backlinks ever did
• Platforms like Reddit and Wikipedia punch far above their weight

If your company isn’t earning credible mentions, you’re invisible to AI. And if your content isn’t structured well, AI can’t parse it.

We help our clients build visibility that compounds—not just through flashy campaigns, but through smart, steady credibility-building that AI and people both respect.

What to Do Right Now

We’re past the phase where brands can afford to wait. Here’s what your marketing team should be focused on:

1. Treat Your Website Like a Structured Source

• Use semantic URLs, meta descriptions, schema, and llms.txt
• Make your About page and service pages AI-readable
• Write content that actually answers real questions, in plain language

2. Shift PR From Vanity to Visibility

• Focus on domains AI respects—not just tier-1 outlets
• Create comparison content and citations you control
• Treat every mention like a building block in your AI reputation system

3. Measure Your AI Reputation

• Audit which AI platforms reference you and how
• Benchmark citations vs. competitors
• Use analytics tools to track how GenAI engages with your site

Final Thought: The Future Is More Old School Than You Think

This might be the most surprising part of the AI revolution: the smartest brands aren’t moving away from traditional marketing—they’re doubling down on it.

Generative AI is forcing us back to fundamentals:

• Say something worth repeating
• Earn trust in public
• Be clear, consistent, and real

If your marketing isn’t built on those things, AI will notice. So will your customers.

At Seafoam, we help brands design marketing systems that make it easy to be trusted—by people and by algorithms. Because in the AI reputation economy, the brands who win are the ones who deserve to.

In this edition of July 2025 Marketing News, we unpack the biggest shifts—from AI agents to Gen Z brand expectations—and preview key conferences where the future is being shaped in real time.

July 2025 Marketing News: Trends & Insights

The Intelligence Economy Meets the Attention Economy

The smartest marketers are no longer just chasing eyeballs—they’re blending cultural fluency with AI-driven insights to stay relevant and resonant. Strategy is no longer separate from tooling; it’s embedded in how content is generated, distributed, and optimized on the fly.

Agentic AI Becomes Actionable

We’re entering the agent era. AI is no longer just assisting—it’s acting. From automated stylists to media planners and campaign generators, agentic systems are proving they can deliver meaningful results with minimal human intervention. The next competitive edge? Knowing where humans still matter.

AI Creativity Scales—ROI Still Trails

CMOs at Cannes revealed budgets over $10M annually going toward AI—but admitted ROI tracking is lagging. The takeaway: brands are betting big on AI-led efficiency and output, but measurement systems must evolve in parallel to capture what truly moves the needle.

Brand Activism Hits Reset

The era of overt brand virtue-signaling is fading. Consumers are demanding authenticity and action—not statements. Brands that are quietly doing the work (local impact, ethical ops, durable values) are earning trust without the performative gloss.

Gen Z Expects More than Aesthetic

Pinterest and Vogue Business data underscore this: Gen Z doesn’t just want cool—they want real, immersive, valuable experiences. That includes everything from 3D product previews to flexible payment options. Nostalgia helps, but only if paired with substance.

Holiday Campaigns Start Now

Yes, in July. Beauty and retail marketers are launching holiday strategies now, using AI to predict demand and personalize offers. Longer lead times, built-in payment flexibility, and micro-influencer bundles are the new playbook for Q4 wins.

Beauty & Wellness Investors Want Proof

In high-growth consumer categories, investors are prioritizing clinical-grade claims, real efficacy, and cultural cachet. “Clean” without substance won’t cut it. For any brand chasing strategic growth or acquisition, a clear positioning and verified results matter more than ever.

AI + Empathy Is the Winning Combo

The brands seeing lift from AI aren’t replacing creatives—they’re augmenting them. Sentiment tracking, nuanced message testing, and real-time adaptive flows are giving marketers new ways to balance logic and feeling.

Memes as Strategy

Meme marketing is no longer a side hustle—it’s a core tactic. With AI speeding up concepting and design, brands can drop culturally responsive content at scale. The challenge: staying authentic while moving fast.

Privacy-Centered Personalization Gains Steam

As cookies disappear, brands are turning to first-party data and conversational search to deepen relevance. Personalization is getting smarter—and quieter. Done right, it feels like intuition, not surveillance.

Our Take

If June was about momentum, July is about meaning.

AI is moving fast—but it’s not a free pass. Every automation layer needs to be anchored in values, data integrity, and human understanding. Otherwise, brands risk scaling noise instead of resonance.

At Seafoam, we’re seeing three core principles hold steady:

• Fast doesn’t mean sloppy. AI can speed things up, but your brand’s clarity, tone, and intent still need stewardship. Quality matters more than ever.
• Marketing is a system, not a moment. Trends like meme drops or early gifting only work when integrated into a larger journey—one that’s built to compound over time.
• People still buy from people. Whether it’s an agentic AI or a social post, trust comes from consistency, transparency, and usefulness.

Our advice this month: If you’re piloting new AI tools, do it with a brand compass in hand. Let the tech do the lifting, but keep your human voice at the center.

July 2025 Marketing Events

DigiMarCon DC

July 1–2 | Washington, D.C. — Digital strategy, AI, and content marketing, with hands-on sessions for agency leads.

WordCamp Montclair

July 1–2 | Montclair, NJ — A web-focused event that’s particularly relevant for dev-leaning marketers and creative teams.

DigiMarCon Austin

July 7–8 | Austin, TX — Regional focus on mobile-first design, social media marketing, and martech.

DigiMarCon New York

July 7–8 | New York, NY — East Coast insights into automation, conversion, and cross-channel campaigns.

ANA Digital & Social Media Conference

July 14–16 | Carlsbad, CA — Deep dive into ROI frameworks, storytelling formats, and channel diversification.

Techspo New York + Charlotte

July 14–16 | Dual cities — Exploring emerging martech, from immersive displays to AI-powered data tools.

Momentum AI

July 14–16 | San Jose, CA — Focused on next-gen marketing automation and agentic AI innovation.

eduWeb Summit

July 15–17 | Portland, ME — Ideal for marketers working in higher ed or nonprofit sectors with digital ambitions.

DevRelCon

July 18–19 | New York, NY — A niche but rising space where content marketing meets developer relations.

DigiMarCon Hawaii & Pacific

July 24–25 | Honolulu, HI — Brand storytelling, Pacific market strategy, and community-led growth models.

iMedia Future of Marketing Summit

July 29–31 | Christchurch, NZ — Forward-thinking content and global strategy alignment.

DigiMarCon Japan & Asia

July 30–31 | Tokyo, Japan — Regional market insights and digital expansion strategies in APAC.

Seattle eCommerce Summit

July 30–31 | Seattle, WA — End-to-end customer journey optimization for retail brands.

Curious which of these trends or events is most relevant for your business? We’re always tracking the shifts and sharing our take—no pitch, just perspective. If something sparked an idea, reach out or follow us on LinkedIn for the next pulse.

I didn’t start Seafoam with a five-year plan or a brand manifesto. I just got to work—thoughtfully, thoroughly, and with a point of view. From day one, the goal wasn’t to build an agency. It was to build a practice—one that treated marketing not as surface-level polish, but as the structure behind how a business shows up, connects, and grows.

Fifteen years later, that still holds. The team is bigger, the playbooks are sharper, and the brands we work with are stronger for it. But the core belief remains: every step of the customer experience is a brand decision.

What the First Fifteen Taught Me

1. Integrity compounds. Every yes and every no adds up. Do the right thing—even when no one’s watching—and good things tend to follow.
2. The extra mile is faster than it looks. Cutting corners usually means doubling back. Doing it right the first time saves time, money, and stress.
3. Simplicity wins. Clear beats clever. In brand, in message, in delivery—clarity makes the whole experience work harder.
4. Optimistic pragmatism > empty hype. Hope is essential. So is a solid plan. We try to keep our heads in the clouds and our feet on the ground.
5. Community isn’t an add-on. It’s the whole point. Whether it’s clearing out MRH’s snack wish lists or helping a nonprofit shape its story, we believe good work and good impact go hand in hand.

The Work That Shaped Us

In the beginning, word of mouth kept our calendars full. Over time, we started to notice what worked—not just for launches, but across the full customer experience. So we turned those patterns into playbooks: brand workshops, journey audits, strategic sprints.

Now we build systems that deliver long after launch. Tools our clients actually own. Work that doesn’t just look good—it holds up. And when things are built right, they keep working.

Thanks

To every client who’s trusted us with your brand—thank you.

To every Seafoam team member, past and present—thank you for showing up with curiosity and grit.

And to our Maplewood neighbors—thanks for cheering us on. We love being rooted here.

What’s Next

Year sixteen starts now. We’re leaning into:

• Deeper focus, better systems. We’re doubling down on experience-driven strategy—tailored, scalable, and built to last.
• Human-centered AI. The right tools can sharpen our work—but the spark still comes from people.
• Stronger roots, wider reach. We’ll invest in our people, mentor emerging talent, and embed ourselves even deeper in the communities we serve.

The first fifteen were about proving we belonged. The next fifteen? We’re shaping what comes next.

Here’s to what’s ahead.

– Nikki

We’re honored to share that the Purpose First Advisors website—conceived, designed, and built by Seafoam—has been named a Vega Award winner in the “Best Consulting Website” category.

But this project was never just about a website.

It was about helping a values-driven advisory firm step confidently into the digital space with a brand and platform that truly reflect the caliber of their work.

Turning Strategy Into Story

From day one, Purpose First Advisors was clear on their mission: to guide business owners through pivotal moments with clarity, care, and strategic insight. But their old brand didn’t quite say that. The visuals felt dated. The messaging didn’t carry the warmth or authority they were known for. And their website didn’t support the kind of thoughtful, high-touch engagement they bring to every client relationship.

So we got to work.

Through a comprehensive brand strategy process, we unpacked what made Purpose First distinct: empathetic leadership, deep experience, and a belief that business growth and personal integrity don’t have to be at odds.

The result?

A rebrand rooted in strategy—with visual and verbal identity systems built to earn trust at a glance.

Branding That Reflects the Depth of Their Work

Seafoam delivered a full suite of brand assets to help Purpose First show up with consistency and confidence across every touchpoint:

• A new logo and visual identity anchored in deep maroon and sage—professional, grounded, and quietly powerful.
• A thoughtful typography system that balances modernity with warmth.
• Messaging guidelines that emphasize clarity, empathy, and strategic depth—without drifting into jargon.

Every design decision, every word, was made to reinforce the same message: this is a firm you can trust with your biggest decisions.

A Website That Guides, Not Just Informs

The website itself became the capstone of the new brand: an elegant, user-focused experience that mirrors the thoughtful advisory work Purpose First is known for.

We reimagined the site architecture to ensure visitors could self-identify and easily find what they needed—whether they were exploring leadership coaching or preparing for a business transition. Strategic on-page SEO and carefully crafted content helped bring the site visibility without sacrificing voice.

And the response has spoken for itself. Higher engagement, clearer user paths, and a strong digital foundation built to grow alongside the firm.

Recognition That Reinforces the Work

The Vega Award win is a proud moment—but more than that, it’s validation that purposeful, strategic marketing still stands out. It’s a reminder that when brand, reach, and relationship are aligned, you don’t just get attention. You get remembered.

We’re grateful to have been trusted with such meaningful work and proud to help Purpose First Advisors continue making their mark—with clarity and care.

In this edition of June 2025 Marketing News, we explore the latest trends and insights that are shaping the industry.

June 2025 Marketing News: Trends & Insights

Generative AI Solidifies Its Role

We’re past the “wow” phase—gen-AI is now baked into daily workflows, quietly producing headlines, display ads, and performance analyses in seconds. Marketers that treat AI as a default creative muscle—not a gimmick—are freeing humans to focus on taste, judgment, and strategy.

Answer-Engine Optimization Takes Center Stage

With ChatGPT, Gemini, and Perplexity summarizing the web for millions of queries, brands are rewriting SEO playbooks around “Answer-Engine Optimization.” Authoritative, cluster-based content earns citations from AI agents long before a click ever happens.

First-Party Data Takes the Wheel

Chrome’s cookie sunset draws closer, and the marketing teams that are serious about clean-room strategies, server-side tracking, and value-for-data exchanges are already separating from the pack.

Short-Form Video Dominates Ad Spend

TikTok, Reels, and Shorts continue to siphon budgets from static display and even CTV. Sub-90-second clips engineered for retention spikes remain the most cost-effective way to buy attention.

Social Commerce Goes Live

TikTok Shop’s friction-free checkout is normalizing the “watch-click-buy” loop. Livestream drops and creator collabs are delivering conversion rates that rival traditional e-commerce.

Sustainability Claims Demand Proof

Regulators and consumers alike now require receipts. Brands without verifiable ESG data—or a clear plan to get it—are exposed to fines, backlash, and lost trust.

Employee-Generated Content Breaks Out

Your most credible storytellers may already be on payroll. Companies empowering employees to create behind-the-scenes content are seeing double-digit engagement lifts—no influencer fees needed.

Omnichannel Personalization Gets Smarter

LLM-powered customer-data platforms are stitching in-store, mobile, and web behaviour on the fly. The result: higher basket sizes and loyalty, driven by predictive product suggestions and AI-generated copy variations.

Chatbots Become Autonomous Agents

Next-gen support bots now parse intent, trigger refunds, and escalate when sentiment sours—cutting routine service costs by roughly 30 percent while preserving human empathy for complex issues.

Voice Search Inches Toward Mainstream

Smart-speaker penetration is nearing three-quarters of U.S. households. Voice-led shopping could hit $40 billion by year-end, pushing brands to optimise for conversational queries and audio snippets.

Our Take

The tactics grabbing headlines this month all stem from one underlying shift: marketing is rapidly converging on system-level thinking. Disparate channels, datasets, and martech stacks are being welded into a single, adaptive operating layer—powered by AI, governed by privacy, and judged on experience.

At Seafoam, we’re seeing three hard truths emerge:

1. Speed without spine is wasted motion. Generative tools can create infinite variations, but only a clear strategic backbone—anchored by brand story and first-party insight—ensures the output compels rather than clutters.
2. Credibility is the new currency. Whether it’s sustainability disclosures, data permissions, or AI transparency, every claim now lives in a fact-checkable world. Brands that can prove their promises will outrun those who merely publish them.
3. Systems beat spikes. Short-form video, social commerce, and AEO/GEO can all spike metrics, but only when linked by a unified data architecture do they compound into sustainable growth. The future belongs to marketers who orchestrate touchpoints, not chase them.

Our counsel: audit your data foundation, stress-test your brand narrative, and pilot AI where it amplifies—not replaces—human judgment. Precision and soul are not opposing forces; they’re the twin rails of modern marketing. Nail both, and growth becomes a by-product of doing the work right.

June 2025 Marketing Events

ANA Masters of B2B Marketing Conference

June 2–4 | Naples, FL — Enterprise B2B strategy, masterclasses, and the B2 Awards

Digital Summit Denver

June 2–3 | Denver, CO — Hands-on tracks in AI, SEO, content, email, and analytics

SMX Advanced

June 11–13 | Boston, MA — Elite SEO/PPC tactics, mastermind round-tables, SERP/AI labs

InfoComm 2025

June 10–13 | Orlando, FL — Experiential and retail tech trends within the Pro-AV world

SocialWest

June 11–13 | Calgary, AB — Canada’s largest digital-marketing event, 40+ speakers and workshops

Social Media Week Lima

June 18–19 | Lima, OH — Relationship marketing, creator economy, community-building

Cannes Lions International Festival of Creativity

June 16–20 | Cannes, France — Global benchmark for brand creativity and effectiveness

Global Business, Marketing & Management Conference

June 20–22 | Singapore — Academic and industry research on next-gen marketing

DMWF Global

June 24–25 | London, UK — C-suite martech, data strategy, and social commerce innovation

Product Marketing Summit London

June 24–25 | London, UK — Positioning, competitive intel, and GTM playbooks for PMMs

Curious where these insights intersect with your own plans? We share our thinking every month—no pitches, just perspective. If it sparks an idea, feel free to reach out or follow along on LinkedIn for the next edition.

When your name is known and trusted, the work doesn’t stop—it evolves.

Chaney Windows & Doors has been serving their region with integrity for decades. They didn’t come to us for a flashy rebrand or an overnight growth hack. They came for something more meaningful: a marketing system that could honor the past and support the next era of growth.

So that’s what we built.

What They Needed

• A website that worked harder—faster load times, better mobile UX, and stronger SEO
• A brand refresh that added polish without losing character
• A system that connected marketing to CRM, shortening the path from inquiry to install
• Messaging that could clearly communicate why Chaney’s work stands above the rest

They weren’t trying to become someone new. They just wanted to show up better—to meet customers where they are now, while staying rooted in who they’ve always been.

How We Delivered

We didn’t start with aesthetics. We started with alignment.

We worked shoulder-to-shoulder with the Chaney team to understand their values, their process, and the pressures of an evolving industry. From there, we designed a full-stack marketing system that made their digital experience as reliable and high-performing as their work.

Here’s what that looked like:

• Visual identity: A refined logo, typography, and color palette that preserved legacy while increasing versatility
• Messaging: Clear, friendly copy that builds trust fast—and guides users where they need to go
• Web design + dev: Built for speed, search, and conversion, with CRM integration on the back end
• SEO strategy: Targeted and intentional, aimed at bringing the right kind of traffic, not just more of it

Why It Mattered

The results didn’t just show up in metrics (though they did that too). They showed up in the confidence Chaney had in their brand—and the consistency of how they showed up in the market.

The payoff:

• A Web Excellence Award in Home Services
• More efficient lead handling and faster response times
• A sharper story that resonates with both homeowners and trade partners
• A system designed not for “campaigns”—but for the long haul

You don’t need to start over. You just need the right system to carry you forward.

Let’s build it.

MMM Productions had built something strong over the years: a reputation for quality, efficiency, and genuine integrity in live media production. But like many successful businesses, their growth had outpaced their brand.

They were being misread—attracting the wrong kinds of opportunities, or being overlooked by the ones they actually wanted. What they needed wasn’t just a nicer website. They needed a strategic reset.

That’s when they turned to Seafoam.

Sharpening the Signal Without Losing the Soul

MMM wasn’t struggling—they were thriving. But they knew the next stage of growth would require sharper positioning and stronger brand clarity. They didn’t want to seem bigger than they were. They didn’t want to lose their tone of humility. But they did want to look as good as the work they were doing behind the scenes.

Our job was to build a brand that could do just that: elevate perception without losing what made them authentic.

The Seafoam Approach

We began with a full brand and positioning sprint—interviews, audits, and workshops that uncovered who MMM really was, what set them apart, and why their clients kept coming back.

Then we built the system around that truth:

• A new logo that feels modern, clean, and quietly confident
• A color palette and visual identity system that balances warmth with professionalism
• Messaging that’s understated, purposeful, and laser-focused on MMM’s value
• A custom website designed to signal quality and guide ideal clients toward conversion
• Targeted SEO work to make sure they weren’t just visible—but visible to the right people

We didn’t layer flash on top of substance. We let the substance shine through.

Clear Positioning. Right-Fit Leads. Better Outcomes.

Since launch, MMM has gained clarity—and traction. Their new site has helped them win better-aligned projects and become more discoverable to the clients they’re best suited to serve.

• Multiple new clients won through organic search and clearer messaging
• A brand identity and website that reflects MMM’s style, values, and capabilities
• Qualified inbound leads who understand MMM’s offering from first click
• Strategic SEO boosts that brought MMM into more of the right conversations

This was a strategic reset that didn’t just feel better—it worked better.

Search has entered a new epoch. Large‑language‑model (LLM) answers now compete directly with blue‑link results, and they’re gaining ground daily. What is Generative Engine Optimization (GEO)? Google’s AI Overviews, Perplexity’s citations, and ChatGPT’s in‑line footnotes all point to one reality: brands must optimize not only for search engines, but for generative engines.

This guide turns the acronym‑laden chatter into a practical game plan you can start using today.

What is Generative Engine Optimization And Why Does It Matter Now?

• Shrinking SERP real estate. AI Overviews already show on ~13 % of U.S. desktop searches and that percentage is rising monthly.
• Answer‑first user behavior. 46 % of Gen Z shoppers say they “often” rely on ChatGPT or Perplexity before visiting a website (GWI, April 2025).
• Dynamic results. Unlike static rankings, LLM answers are regenerated per query, creating fresh opportunities—if your passages are citation‑ready.

Defining GEO

Generative Engine Optimization (GEO) is the practice of structuring information so LLM‑powered systems can understand, trust, and quote it inside their answers.

How Generative Engines Build Answers

1. Query decomposition – the model rewrites the user prompt into multiple keyword‑like sub‑queries.
2. Retrieval & scoring – it pulls passages from its training corpus and live web search APIs, weighing freshness, authority, and relevance.
3. Synthesis – retrieved snippets are clustered, ranked, and fused into an answer with citations.
4. Personalization (optional) – if history or location is enabled, the draft is tailored.

Implication: LLMs love concise, declarative passages that map cleanly to likely sub‑queries (e.g., "What is GEO?").

The GEO Framework – Find · Format · Fortify · Fan Out

Step‑by‑Step Implementation Checklist

1. Audit existing top‑20 ranking pages for passages that answer core questions.
2. Rewrite intros so each H2 opens with a crisp definition (≤ 40 words).
3. Add structured data – FAQPage, HowTo, Product, and Breadcrumb where relevant.
4. Embed primary data (charts or stats) in text, not only images; include sample size & methodology.
5. Link outward to authoritative, non‑competitive sources (journals, gov datasets).
6. Update author bios with demonstrable expertise; link to credentials.
7. Pitch one research‑backed thought‑leadership piece per quarter to industry media.
8. Monitor AI citations weekly via manual spot‑checks and tools like Bramework’s Citation Tracker.
9. Tag incoming traffic from ChatGPT, Gemini, Perplexity etc. using GA4 UTM logic and custom channel groups.
10. Iterate – expand pages that earn partial citations to win fuller coverage.

Measurement & Reporting

Pro tip: build a Looker Studio dashboard with separate pages per engine to see which needs attention.

Recommended Tools

• STAT – track AI Overview triggers at scale.
• GA4 – custom channel groups for AI traffic.
• Oncrawl – detect crawl/structure issues that confuse LLM retrievers.
• Bramework Citation Tracker – monitor when/where your site is quoted in ChatGPT answers.
• Frase / Clearscope – identify missing entities and questions.
• HARO & Qwoted – earn expert quotes for third‑party coverage.

Common Mistakes

1. Copy‑pasting identical FAQs across dozens of pages. Creates duplication; consolidate.
2. Publishing screenshots instead of textual data. LLMs often can’t parse your chart.
3. Keyword stuffing in headings. Models interpret this as spammy.
4. Neglecting local signals. Google’s Gemini often pulls directly from GBP listings.
5. Relying on auto‑generated copy without human QA. Quality matters more than quantity.

FAQ

Glossary

• AI Overview (AIO): Google’s generative answer box.
• Entity: A concrete person, place, or thing models track across documents.
• E‑E‑A‑T: Experience, Expertise, Authoritativeness, Trust.
• GEO: Generative Engine Optimization.
• LLM: Large Language Model.

Further Reading

• Moz – “What Is Generative Engine Optimization” (May 2025)
• Perplexity Labs / academic – “Enhancing Retrieval-Augmented Generation: A Study of Best Practices” (arXiv, Jan 13 2025)
• Search Engine Land – “Google AI Overviews, organic results overlap jumps to 99 percent” (early-performance data, Apr 2025)
• Google – “Search Quality Rater Guidelines” PDF (December 2024 revision)

Ready to adapt your marketing system for the generative era? Get in touch and we’ll map your GEO opportunities with precision—no hype, just results.

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.

May 2025 Marketing News: Trends & Insights

AI Becomes Your Creative Director

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.

Experiential Marketing Is Back in Full Force

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.

Social Commerce Steps Into the Spotlight

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.

Micro-Influencers, Major Impact

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.

First-Party Data Becomes Non-Negotiable

Privacy crackdowns and cookie deprecation are pushing marketers toward direct data collection. The upside? Better targeting, stronger trust, and more resilient long-term strategies.

Voice & Visual Search Optimization Takes Hold

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.

Sustainability Messaging Moves Mainstream

Consumers expect climate-consciousness to be more than lip service. Brands that walk the walk—and communicate it clearly—are gaining long-term loyalty.

The Brand Story Renaissance

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.

AI Chatbots Get Human-Level Good

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.

Search Is Splintering

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.

Our Take

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?

• Build marketing systems, not just campaigns. One-offs can win a moment. Systems win markets.
• Use AI to elevate, not replace, your human judgment. The tech is powerful, but you still need taste.
• Put your audience first. Not as a tagline—but as a principle baked into every decision.
• Stay local, even when you scale. Cultural nuance and community resonance matter more than ever.
• Treat your brand like an asset. Storytelling, design, and customer experience are compounding investments.

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 2025 Marketing Events

OMR Festival

📅 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

Meltwater Summit

📅 May 6–7
📍 New York, NY
🎯 Focus: PR, comms, and data-driven marketing
📌 High-level insights into media intelligence and reputation strategy

Mirren Live

📅 May 7–8
📍 New York, NY + Virtual
🎯 Focus: Agency growth and operations
📌 Ideal for shops looking to scale with focus and integrity

B2B Marketing Expo

📅 May 7–8
📍 Miami, FL
🎯 Focus: Demand gen, ABM, and enterprise growth
📌 Great for teams working the long sales cycle

MDMC (Midwest Digital Marketing Conference)

📅 May 13–14
📍 St. Louis, MO
🎯 Focus: Data, SEO, social, and beyond
📌 A hometown favorite—Seafoam will be watching closely

DigiMarCon Midwest

📅 May 12–13
📍 Chicago, IL
🎯 Focus: Full-funnel digital strategy
📌 Tactical sessions on everything from CX to conversion

SaaStr Annual

📅 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

AMI BABA Summit

📅 May 19–21
📍 Denver, CO
🎯 Focus: Agency business and leadership
📌 Smaller scale, big impact—great for boutique agency leaders

eTail Asia

📅 May 20–21
📍 Singapore
🎯 Focus: E-commerce and omnichannel retail
📌 A global lens on digital retail innovation

Inbox Expo

📅 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.

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.

AI-Powered Marketing: How We Use AI to Make Your Marketing Better

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:

1. Writing Better, Faster—But With Strategy

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.

2. Competitive Research That Keeps You Ahead

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.

3. Sharpening Brand Messaging Over Time

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.

4. Building Smarter Customer Personas

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.

5. Optimizing Ad Performance for Sustained Success

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.

6. Writing Custom Code to Support Scalable Marketing Systems

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.

7. Analyzing Data, Trends, and Forecasting for Long-Term Strategy

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.

8. AI-Powered SEO & Generative Engine Optimization (GEO)

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.

Why This Matters for You

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:

• Strategic speed—not rushed work, but well-executed projects that deliver faster without sacrificing depth

• Smarter strategies based on real-time data and insights

• Sustainable results because we’re using AI to support long-term growth, not quick fixes

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.

The Agencies Not Talking About This? It’s Worth Asking Why.

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.

April 2025 Marketing News: Trends & Insights

Generative AI Revolutionizes Content and Strategy

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.

Authentic Brand Storytelling Takes Center Stage

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.

Short-Form Video Remains King

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.

User-Generated Content (UGC) Gains Traction

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.

Personalization at Scale

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.

SEO Prioritizes Expertise and Authority

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.

Chatbots and AI Customer Support

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 Fools’ Day Marketing Stunts

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.

Luxury Brands Embrace AR and Digital Innovation

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.

Global Expansion of Localized Marketing

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.

Our Take

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.

April 2025 Marketing Events

DigiMarCon West 2025

📅 When: April 3–4, 2025
📍 Where: Los Angeles, CA
🎯 Focus: Digital marketing, media, and advertising
📌 Features: Expert keynotes, networking, AI-focused sessions

Experiential Marketing Summit (EMS) 2025

📅 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

Digital Summit Chicago 2025

📅 When: April 16–17, 2025
📍 Where: Chicago, IL
🎯 Focus: AI, content, SEO, and data-driven strategy
📌 Features: Actionable sessions and expert-led panels

POSSIBLE Miami 2025

📅 When: April 28–30, 2025
📍 Where: Miami, FL
🎯 Focus: Innovation and executive-level marketing strategy
📌 Features: Immersive experiences, networking, and future-forward insights

DigiMarCon Gulf 2025

📅 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.