Marketing in Ireland 2025: Trends, Innovations, and Strategic Shifts
As Ireland’s economy continues to evolve, so too does its marketing landscape. In 2025, Irish businesses are embracing new technologies, adapting to changing consumer behaviors, and navigating regulatory developments. Here’s an overview of the current marketing trends shaping Ireland’s business environment.
1. Digital Advertising Growth
Ireland’s advertising market is projected to grow by 7.3% in 2025, reaching €1.7 billion. Digital channels are leading this expansion, with online advertising expected to rise by 10.5% to €1.11 billion. Out-of-home advertising is also experiencing growth, with an anticipated 8.9% increase to €101.6 million. (Little Black Book, AdWorld)
2. Video Marketing Dominance
Video content remains a powerful tool for engaging audiences. In Ireland, video advertising spend is forecasted to grow by 17.8% in 2025. Platforms like YouTube, Instagram, and TikTok are driving this trend, alongside broadcaster video-on-demand services. (backofficems.ie, ProfileTree)
3. AI and Hyper-Personalization
Artificial Intelligence (AI) is becoming increasingly accessible to businesses of all sizes in Ireland. AI-powered tools are enabling personalized customer experiences and automating marketing tasks. This democratization of AI allows smaller businesses to compete more effectively in the digital space. (Sink or Swim Marketing)
4. Emphasis on Local Marketing
Local marketing strategies are gaining prominence, with businesses focusing on optimizing their presence on platforms like Google and Apple Maps. Managing online reviews and creating locally relevant content are key tactics for engaging nearby consumers. (ProfileTree)
5. Regulatory Developments
Ireland is leading efforts within the European Union to require major tech companies to vet financial advertisements for legitimacy before publication. This initiative aims to combat online payment scams and protect consumers. (Financial Times)
6. Tourism Marketing Initiatives
Tourism Ireland is launching targeted campaigns in over 13 overseas markets, emphasizing sustainable tourism and regional experiences. Initiatives like ‘Slow Tourism Month’ encourage visitors to explore communities and landscapes at a leisurely pace. (Island Of Ireland)
7. Industry Events and Networking
DigiMarCon Ireland 2025, scheduled for September 1-2 in Dublin, is set to be a significant event for marketing professionals. The conference will feature discussions on digital marketing strategies, emerging technologies, and networking opportunities. (digimarconireland.ie)
In summary, Ireland’s marketing environment in 2025 is characterized by digital innovation, personalized customer engagement, and a focus on local and sustainable practices. Businesses are adapting to technological advancements and regulatory changes to connect with consumers effectively in a dynamic marketplace.
