3 ways marketing leaders can prove that marketing is a growth engine in 2025 [Video]

If 2024 was the year of uncertainty and an inflection point for marketing, 2025 is shaping up to be the year marketers fight back and command boardroom influence. Yet, soon-to-be released research from Google shows a divide between marketing and finance: 63% of marketing decision-makers strongly believe they’re driving long-term business growth, compared to only 35% of finance decision-makers.

While some forecasts paint a cautious picture of marketing budgets – Gartner has called it “anaemic”, while the IPA remains optimistic – one thing’s clear: marketers can’t afford to be seen as a cost center. 2025 is the year to prove that marketing can be a growth engine.

Speaking at The Drum Predictions 2025, Google’s measurement and effectiveness lead Dimi Mitev previewed findings from ‘The Effectiveness Equation’ research – set to drop late February – and outlined three behaviors that consistently underpin marketing effectiveness.

1. Measuring what matters – make sure everyone agrees

Despite the emphasis on marketing effectiveness, a 2023 study from Google and …

Tags Digital Marketing, Google Ads, Google Ad Words, Search Engine Marketing