By Sara Mannix

Looking back at 2024, I’ve seen the digital marketing industry undergo remarkable changes. It’s been a year of rapid technological advancements, evolving consumer expectations, and the ongoing influence of global economic uncertainties. For me—and so many of us navigating this field—the new year has been a mix of challenges, exciting opportunities, and groundbreaking innovation.

As I reflect on the past year, one thing remains clear: no matter the state of the economy—whether tightening, as we saw in 2024, or expanding, as many predict for 2025—digital marketing continues to play a vital role. It’s where businesses connect with people in the spaces they spend the most time: online. From social media to search engines, digital platforms are where brands thrive—or fall behind.

Key Trends Defining 2024 That Shed Light on 2025

Artificial Intelligence: Moving Beyond the Hype

AI has shifted from being a buzzword to an essential digital marketing tool. I’ve seen how platforms like ChatGPT and AI-driven personalization have transformed how we connect with audiences and tailor experiences. But there’s a fine line here. In conversations with industry peers, especially in groups like the Bureau of Digital Agencies, the focus has been thoughtfully leveraging AI. Those who use AI simply as a shortcut to manipulate systems may see fleeting success, but that approach is unsustainable. The real winners in 2025 and beyond will be those who balance automation with authenticity—using AI as a tool, not a crutch.

Content’s New Frontier: Video and Interactive Media

Video content is still king, but I’ve noticed a growing interest in interactive formats like live streaming, polls, and augmented reality. TikTok, Instagram Reels, and YouTube Shorts continue to dominate, but the push for immersive experiences is opening up new opportunities. For us, the challenge is in finding creative ways to integrate these formats into campaigns that engage audiences and keep them coming back for more.

By Neal Sandin

AI continues to permeate into society, spreading to every corner of our homes and workplaces. People are using it to help make emails more professional and resumes more appealing. Unfortunately for market research, some are using it to answer questions.

This is a significant issue. The entire purpose of qualitative market research is to understand people’s unique wants, needs, and desires, as well as the issues and barriers they struggle against. If respondents provide us with AI-generated responses instead, we are failing on a fundamental level. After all, AI generates answers that are compiled from huge amounts of data from millions of users. While undoubtedly useful, it cannot accurately reflect the unique circumstances of the individual. AI can tell us where the rents are rising, but it cannot tell us the feelings, emotions, and hopes of a specific tenant. 

One obvious solution is to simply rely less on methodologies such as online bulletin boards, which allow users to reply to questions at their leisure. Face-to-face interaction, either in-person or via Zoom or Teams, precludes using generative AI like Chat GPT. Direct connection would seem to make for more engagement and better results. 

However, sometimes online bulletin boards are the best tool for the job, such as when people try a product over the course of several days. Nor has there been a significant drop in the use of online bulletin boards, or similar forms of market research, since the advent of Chat GPT or other AI tools.

Another solution is to simply disregard AI generated answers and replace those respondents. This is possible when the AI is obvious, but as teachers and professors around the world can attest, no person or program can infallibly identify AI-generated responses. 

So, the question becomes, why? Why do people use generative AI instead of giving their own opinion? It is easy to fault the respondents, saying that they are lazy or in it for the money. That may occasionally be the case, but the answer is hardly that simple. After all, most people want to have their opinions and frustrations heard and taken seriously. Yet, some turn to AI to generate a response. It is disheartening to find that when asking for a personal opinion (in a confidential and safe setting), people do not feel empowered to give it.

By Doug Ford

As we step into 2025, I remain optimistic about what lies ahead for the construction industry, even though there is much uncertainty. The construction industry, along with companies supporting it like Curtis Lumber, faces a year that will blend both opportunity and caution. Let’s take a closer look at what we know, what we think we know, and the unknowns that could influence the year ahead.

The outlook for construction in 2025 is generally optimistic, especially for residential and multifamily projects. Nationally and locally, growth is expected, but experts predict commercial construction will slow compared to previous years. Residential and multifamily construction remains robust as demand for housing continues, despite challenges such as rising interest rates.

That said, there are still plenty of unknowns that could impact the industry. Much of this uncertainty stems from the new administration and its policies. Changes in leadership can significantly impact the construction sector, especially when it comes to regulation and funding for infrastructure. We are likely to see a focus on reducing regulations and prioritizing traditional infrastructure and energy projects, which is positive for the industry. However, there may be less emphasis on renewable energy projects, and potential labor impacts due to stricter immigration policies or rising tariffs could add costs. Only time will reveal how these factors will play out.

A major concern for the construction sector is the ongoing labor shortage. According to a recent AGC survey, over 90% of contractors struggle to fill positions across all levels. Despite efforts to raise awareness and encourage more people to pursue careers in the trades, these challenges persist. Locally, the Northeast Construction Trades Workforce Coalition (www.NCTWC.org), which I co-founded with Pam Stott, is working to bridge this gap by increasing awareness of career opportunities in the construction trades. Research has shown that many young people are unaware of the trades, largely due to a lack of accurate information provided by school counselors (no fault of theirs) and parents. Through our extensive research we have realized the construction industry has done very little to engage with the schools and provide the tools and resources necessary for the counselors. Additionally, parents are basing their knowledge of the trades on what they saw growing up, which is very different today.

By Dorothy Rogers-Bullis

As we step into 2025, the question on everyone’s mind remains: “What’s going on with Return to Office RTO)?” My answer? It depends.

I’ve been asked this question so many times, I should probably print it on a t-shirt. As the president of drb Business Interiors and co-founder of Saratoga CoWorks, I’ve seen the challenges and opportunities from every angle—whether it’s a business owner trying to coax employees back to the office or an employee wondering if they can work from home in their pajamas just one more day. Spoiler alert: It’s complicated.

   Making the Office Worth the Commute

When business owners ask, “How do I get my employees back in the office?” My first response is simple: Make the office worth coming back to. Let’s face it, if your office looks like a scene from a 1990s sitcom (complete with beige cubicles and fluorescent lights), why would anyone trade their home office—where the coffee is free, the dress code is sweatpants, and there’s a dog under the desk?

Today’s offices need to offer more than just a place to work. Think ergonomic chairs that don’t scream “chiropractor visit pending,” collaborative spaces that spark creativity, and yes, even some creature comforts like good coffee and snacks. In 2024, we redesigned countless offices to include these features, helping businesses create environments that employees actually want to be in.

              The Flexibility Factor

But it’s not just about the furniture. Flexibility is the name of the game. For decades, the 8-to-5, Monday-to-Friday schedule was the gold standard. Now, employees want hybrid schedules that let them balance work and life without sacrificing either. Business owners who adapt—offering staggered schedules or remote work options—often find that productivity improves along with morale.

That said, flexibility must be carefully managed. Many employees have shared that working from home often comes with higher expectations for productivity. Without clear boundaries, this can lead to burnout. Striking the right balance is crucial. Instead of offering one work-from-home day each week, some businesses find that a few days a month makes more sense. Again, it depends on the business and the team.

By Stephen Kyne, CFP®

The markets in 2024 were dominated, largely, by AI/IT and the Fed. 

The S&P 500 and the NASDAQ 100 were up 23% and 25%, respectively. On the surface that may appear to suggest that stocks, in general, did very well, however a deeper dig shows that a huge share of returns were limited to a very few stocks.

The “Magnificent 7” stocks make up nearly 33% of the S&P 500 that you often see quoted, and nearly 50% of the NASDAQ 100, the other 493 and 93, respectively, make up the rest. Weighting in these indices is proportional to the size of the companies. If you flatten it out and take all 500 companies in the S&P at equal weight, you’ll find a return of only about 12% for the year, which paints a very different picture. Investors have plowed funds into these few names, at the expense of the broader market. 

Looking ahead to the new year, we are cautiously optimistic about US stock markets providing positive returns for 2025. Much will depend on the governing policies and priorities of the new administration, which we believe we’ll learn in rapid succession in the third week of January. 

It was announced by the Presidend-elect that we’ll be re-naming the Gulf of Mexico the “Gulf of America”, as well as putting “substantial” economic pressure on Canada to surrender its sovereignty and become the 51st state. Once those very pressing issues are settled, maybe everything else will fall into place, and we can end this piece here. 

If only that were true…

by Mark Shaw

When it comes to technology the outlook for 2025 is split between compliance and AI utilization. What do we mean by this? We mean if you are in a HIPPA  (Medical Records) medical records or in any line of contracting for the federal government (CMMC) you will be impacted by some new regulations on your business.  You may not even be aware of them. 

For example, passed in the final hours of 2024, companies that fall under the HIPPA guidelines are now required to do two more things to protect their patient data. One they must have their computer systems scanned for vulnerabilities every quarter. This means four times a year you are expected to have a complete scan of your system to understand the current state of your IT health. Secondly you are expected to do annual penetration testing. This is where an outside firm tries to access your systems and data without being given permission. Once completed this report is shared with you and your technology provider to give a list of recommendations on how to remediate any shortcomings.

Interestingly HIPPA was created in 1995 and to date there has been very little “teeth” in the law and many practices are simply just saying “It is not for me, I’m too small, too specialized, not important enough, don’t have enough data to report on” We see this quite regularly.  Medical firms are focused on their main jobs and not the technology side. 

This is expected to no longer be the case. The new guidelines are letting regulators to get tougher on everyone. If you are not considering this and you have a medical practice, you should consider talking to your technology provider today to ensure you meet the requirements.

If you are in any industry touched by federal government, from a direct contractor for services, manufacturing for them or even being janitorial services with clients in the government space, you are being forced to adopt stronger guidelines and comply with the new CMMC rules.