Marketing has been a roller-coaster ride these past few years, marked by chaos and unpredictability — especially when it comes to data-driven strategies. In 2025, brands need to rethink how they connect with audiences if they want to thrive.

The 2025 Audience Strategy Guide breaks down seven essential steps marketers must take to adapt to changing dynamics and drive results.

Inside the audience strategy guide:

• How to leave outdated data tactics in the rearview and embrace smarter, people-first strategies
  
• How household-centric audience development strategies leverage consumer interests to turn buyers into brand advocates
  
• The importance of making marketing hyperlocal and holistic
  
• How to test smarter and learn faster