TIMINGS:               Friday, May 30, 2025 at 09h00 - 10h00 ET / 14h00 - 15h00 BST
FORMAT:               Online roundtable discussion
MODERATED BY: Helen Coetzee, Co-founder & CEO - MPG

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Join us for an online gathering to explore 8 key marketing trends (as below) that are growing in importance for specialized media businesses for the rest of 2025.

• Together, we’ll look at how to identify the best new, high-impact practices for our businesses - cutting through the noise of all the ‘buzzwords’.
   
• Be prepared for some live polling and benchmarking to see what others are prioritizing; where they think their biggest gaps and challenges are and where they feel most confident.
   
• MPG will help frame the conversation by sharing their take on key trends, along with insights and some of the lessons they’ve learned from working with a wide range of media/events clients around the world.
   
• Please also bring along your insights and relevant experience to share! Hearing everyone else’s challenges and perspectives will help us fuel our strategies and action plans with the most impactful work.
   

The marketing trends we will be exploring are:

1. AI-powered marketing
   From content creation that engages B2B audiences to predictive analytics, AI is no longer optional for our businesses - it’s essential. How do we use AI in the best way without wasting time on hyped up tools that don’t make a difference?
    

2. Hyper-personalization at scale
   The more personalized an experience, the more value customers gain and the more engaged they will be. What are the practical steps we need to take in our businesses to get the balance right here?
    

3. Zero-party data & privacy-first marketing 
   As cookies and passive data collection fall out of favour we need to move towards prioritizing transparency, consent, and user control. How can we turn this shift into an opportunity to build stronger engagement and deliver the content people actually want? 
    

4. Short-form video cannot be ignored
   With platforms like TikTok, YouTube Shorts, and Instagram (and Facebook) Reels continuing to dominate attention, short-form video continues to be a key driver of engagement across all generations. How do you know when it’s worth the investment and what kind of content actually works?
    

5. Webinars & virtual experiences 
   Interactive, educational content is still and always will be one of the most effective ways for B2B media/events businesses to generate leads and build authority. How do we keep virtual experiences fresh, valuable, and worth showing up for?
    

6. B2B influencer marketing is on the rise 
   Gaining trust from your audiences has to be a top priority and collaborating with industry experts in your specialized sectors will boost credibility. How do you do this authentically in a B2B context?
    

7. AI-Driven content optimization 
   This is not just about generating content with AI but also about using AI to enhance what we create making it more targeted and more relevant to our niche audiences. How do we strike the right balance between automation and human content creation?
    

8. Interactive & immersive content 
   Augmented Reality (AR), Virtual Reality (VR), and gamification are set to transform how B2B brands engage their audiences. How do we use these tools to create experiences that authentically reflect our brand values and engage our audiences in a B2B setting?

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