As 2025 approaches, marketing leaders are facing increasingly complex challenges. With tighter budgets and shifting customer expectations, they must find new ways to drive results while staying compliant in a privacy-first environment. At the forefront of this shift are experts from companies like Volvo and Meta, who are redefining the marketing landscape by focusing on operational efficiency, creative strategy, and the ethical demands of digital marketing.
This evolving marketing world will be showcased at the Technology for Marketing 2025 event, held at Excel London on 24-25 September. The event, which runs alongside eCommerce Expo, brings together professionals from marketing, digital, and eCommerce to share insights on how to navigate the current landscape. The core questions marketers will wrestle with are familiar: What truly works? How can brands scale effectively? And how can they achieve returns without compromising creativity or privacy?
Rethinking Marketing Technology: From Tools to Results
Saptak Bose, Global Adtech Lead at Volvo Cars, will bring a grounded, real-world perspective on the shifting role of technology in marketing. According to Bose, many large organisations struggle because they dive into data collection and tech adoption without a clear understanding of the end goals. He believes that the industry is often driven by hype rather than a focus on results.
Bose’s approach is to advocate for standardised tech frameworks tailored to local needs. This approach is a response to the globalisation of advertising technology and a more mature, outcome-driven perspective on marketing strategies. His highly anticipated session, “Building a Smarter Tech Stack in a Privacy-First World,” will explore how marketers can future-proof their strategies by aligning tech platforms with business outcomes while navigating the complexities of privacy regulations and platform changes.
“A tech strategy should always be based on the specific problem it needs to solve for the business, as every company is unique,” says Bose. His session highlights a growing trend: marketing teams are moving away from chasing every new tool and are instead rethinking optimisation in a post-cookie, AI-driven world.
The Art of Paid Content: Scaling Without Sacrificing Authenticity
Luiza Grinberg, Paid Social and Creator Marketing Manager at Meta (EMEA), will dive into the evolving role of paid content, particularly on platforms like TikTok, Meta, Pinterest, and Google. With a background at Dr. Martens, Grinberg has hands-on experience in adapting creative content for different platforms without losing the brand’s authenticity.
Her session, “Platform-Perfect: Creating Paid eCommerce Content That Converts,” will address how brands can design ads that feel native to the platform while still delivering measurable results. As social media platforms evolve, brands must adapt their creative strategies to meet the specific demands of each one. For example, TikTok and Meta favour more informal, user-generated content (UGC), while Pinterest is best for editorial-style visuals.
The need to refresh creatives regularly is growing, according to Grinberg: “The rate of creative fatigue is accelerating. We keep a close eye on performance metrics and refresh our creatives on a weekly or bi-weekly basis.” This shift shows how quickly the digital marketing landscape is evolving and the increasing importance of agility in creative execution.
Her session will offer practical advice for content teams working across different platforms, emphasising the need for rapid testing, creative adaptation, and aligning content to platform norms. In this new era, personalisation isn’t just about targeting—it also extends to how content is crafted and executed.
Why This Shift Matters
As algorithms continue to shape visibility and consumer attention spans shrink, content strategy must become more precise. Success now hinges on clarity, format, and intent. Grinberg’s framework offers actionable insights for marketing and creative teams aiming to stay ahead in an ever-fragmenting digital landscape.
In an environment where performance is measured in real-time and by rapidly changing metrics, the ability to pivot quickly is becoming essential for success. Understanding platform nuances and aligning content strategies accordingly is now key to maintaining consumer attention and driving conversions.
What’s on the Horizon for Technology for Marketing 2025
The agenda for Technology for Marketing 2025 reflects a shift away from abstract trends towards practical, execution-focused discussions. With confirmed speakers from top brands like H&M, The Ordinary, Warner Bros. Discovery, and TikTok Shop, the event will focus on actionable insights, peer-led discussions, and campaign breakdowns. Attendees will gain real-world strategies for navigating the intersections of data, AI, content, and compliance.
The event will also feature:
- Personalised content recommendations to help attendees make the most of their time and avoid content overload
- The Hangout, a dedicated space for informal discussions and networking
- An enhanced VIP experience for more focused networking opportunities
With over 200 solution providers, TFM 2025 offers marketers and digital leaders the chance to test new tools and partnerships. From customer journey analytics to creative automation platforms, the event will provide a comprehensive overview of what’s next in the world of marketing.
