In 2025 South African CMOs must adapt quickly to a rapidly evolving marketing landscape. Leading reports emphasize that staying competitive requires blending AI with human creativity and genuine brand storytelling. For example, iStock’s 2025 Marketing Trends Report finds 98% of people say authentic images and videos are essential to building trust. At the same time, data shows TikTok now has about 17.5 million South African users and Instagram Reels makes up over 40% of users’ time. These insights imply that short-form video advertising and personalised digital campaigns will be critical to capture audience attention

AI-Driven Advertising and Personalisation

Artificial intelligence is now embedded in every aspect of marketing. South African businesses are using AI-powered tools to automate media buying and hyper-personalise ads. For instance, programmatic advertising driven by machine learning lets brands target ads in real time and optimize spend for higher conversions. At the same time, experts warn not to rely on AI alone: “Marketing isn’t just about algorithms… it’s about real connections,” says one marketer. The brands that balance AI efficiency with authentic human storytelling will lead the future.

In practice, this means using analytics and first-party data to tailor content to customer segments, while keeping a human voice in marketing messages.

Video Content & Authentic Branding

Short-form video has become non-negotiable. SA marketers risk losing share if they ignore video: TikTok and YouTube Shorts are prioritized by algorithms. To harness this, create compelling, local-flavour videos for platforms like TikTok and Instagram Reels, matching South African cultural trends.

However, style alone isn’t enough – branding must feel genuine. Studies show 67% of people find traditional advertising more authentic than polished influencer posts, and consumers quickly spot “feigned authenticity”. User-generated content (UGC) is encouraged as well as partnering with micro-influencers who align with brand values. This builds trust: UGC and real customer stories create community around the brand, while authentic imagery (e.g. original photography) drives loyalty.

Data-Driven Media Buying & Marketing Analytics

With budgets tight, data-driven decisions are crucial. Advanced analytics and AI-enabled media buying help stretch every rand. Leading firms report that AI-driven programmatic advertising can automatically buy the right media and optimize placements for maximum ROI. South African marketers are also focusing on privacy-first strategies by leveraging first-party data and CRM campaigns (as consumer privacy rules tighten). At Sombizi we use tools to measure ad performance and attribution across channels ensuring that the technology we invest in ties advertising spend to clear outcomes. With our predictive analytics models we can refine audiences in real time to outpace competitors, no matter the budget.

Integrating Print and Traditional Media

Traditional channels still matter for full-funnel reach. Agencies like Sombizi Holdings (which specialises in design, marketing and printing) note that print and outdoor can complement digital. For example, printed materials (brochures, posters, packaging) can include QR codes, AR triggers or social tags to tie into online campaigns. Consistent branding across physical and digital channels reinforces message and credibility. Good design and quality printing showcase professionalism to corporate clients. As trends move online, smart firms integrate offline media buying and print collateral with their digital strategy, ensuring all touchpoints carry a unified brand promise.

Sources: Key insights are drawn from industry reports and studies, including Meltwater’s 2025 social media trends in South Africa, the iStock 2025 Marketing Trends Report, and digital marketing analyses by Ideation and DestinationCRM