The communications industry is evolving dynamically, driven by changes in consumer behavior and media consumption. Looking back, 2024 was an exciting year for everyone in the business, and 2025 is sure to bring new surprises.
According to data from HURA and IAB, investments in Croatia are primarily directed toward television and digital channels, with social media standing out. Social media is dominated by influencers (and Meta). Some sources indicate that global investments in influencer marketing have reached 24 billion USD and show no signs of slowing down.
Our internal data reveals that half of all brand investments in media channels, excluding television, are allocated to influencer marketing. In the first six months of the previous year alone, we executed more than 30 influencer campaigns.
Are You Sleeping Soundly?
One concern for communication managers and advisors is that while influencers offer significant communication potential, they also pose a potential reputational risk for brands.
Cancel culture has permeated all corners of the digital world. However, according to the DialogVoxPopuli survey, 88% of respondents believe that brands can recover even after being “canceled.” Of course, this requires well-prepared crisis management strategies—something I strongly recommend as a key investment in 2025.
The Region as a Growth Opportunity
Another trend and strategy we observe among advertisers – and actively implement ourselves through the Central Point Adria hub – is regional communication networking. This approach led to a 60% revenue increase for us in the first half of the year, but there are also pitfalls to be aware of.
Firstly, social, media, and political differences still exist among countries in the region, meaning that a “one-size-fits-all” approach does not work. Secondly, service costs in neighboring Southeast European markets are no longer negligible compared to Croatia. Thirdly, without clear priorities and structure, achieving an optimal system is impossible. If you’re thinking regionally, factor these elements into your 2025 plans.
Greener Than Green
The third major trend is corporate social responsibility, which, after years of crises and ad-hoc tactics, is making a strong comeback. While research shows that most consumers—especially younger ones—are highly sensitive to environmental issues, companies are increasingly shifting their focus to supporting local communities (with employees still ranking high on the priority list).
The main risk here is a potential lack of focus. However, a well-defined strategy that covers multiple areas will certainly yield the desired results. A prime example is a company for which we successfully executed a campaign focused on reforestation around Vukovar, with strong engagement from internal stakeholders.
Our expertise in environmental initiatives, facilitated through The Green Hub platform, led to a 45% revenue increase last year compared to the previous year. In 2025, we expect further double-digit growth.
By Marina Čulić Fischer, Dialog komunikacije
