Boopin‘s Regional Managing Director Razmik Kalaidjian on how the lessons from 2024—AI personalisation, social commerce, and agile innovation—will shape digital strategies for 2025, alongside how complacency will hinder progress.
What are the top lessons from 2024 that we’re taking into 2025?
This past year has been a whirlwind of transformation, driven by rapid technological advancements, shifting consumer behaviours, and the growing importance of personalisation. As we look ahead to 2025, these lessons will guide us in navigating the dynamic digital landscape with confidence and innovation.
AI personalisation is taking centre stage. Consumers increasingly expect hyper-tailored experiences, from personalised recommendations to dynamic content delivery. AI-driven insights have enabled us to predict behaviours and craft strategies that resonate with specific audiences.
In 2025, we expect AI personalisation to evolve even further, becoming more sophisticated and intuitive, transforming how brands interact with their audiences.
Social commerce will accelerate further, given the “convenience” factor and the seamless journey through to final sale. The ability for users to discover, engage, and purchase without leaving their favourite platforms has redefined the e-commerce experience. In 2025, social commerce will continue to thrive as platforms introduce even more tools to enhance engagement and drive conversions. Brands that fail to embrace this trend risk being left behind in the race for consumer attention.
What do leaders in the digital ecosystem need to avoid in the months ahead?
Leaders in the digital ecosystem – or any business vertical – must avoid “complacency.” The ecosystem is evolving at such a fast pace that there is no time for pause. A new piece of tech seems to emerge almost every week. While not every new technology needs immediate adoption, complacency and failing to test innovations can hinder progress. Testing and learning are essential for adapting and evolving. Complacency is the enemy of progress, and in 2025, proactive experimentation will be critical to staying ahead of the curve.
How do you ensure every member of your agency remains at the forefront of emerging digital technologies and trends?
The learning curve never stops – this applies across all industries. Part of staying ahead comes down to personal initiative, but it’s also the company’s responsibility to help evolve its talent.
In the tech world, advancement is accelerating rapidly, with machines playing a crucial role in development. Therefore, it’s vital for people to stay invested in their growth by keeping up to date with industry changes and testing new technologies as they emerge.
How do you lean into qualitative and quantitative consumer insights to enhance your digital marketing strategies?
Marketing thrives on insights; they’re the oxygen that keeps marketers moving forward. The way we gather and utilise insights has evolved significantly. Desktop research alone now provides a wealth of understanding about verticals, and the abundance of digital data offers clear signals to inform strategies. While qualitative insights remain effective and valuable, there is less reliance on them today. Instead, the focus has shifted to data-driven signals that deliver precise, actionable input for marketers.
Can you explain examples of work for which you received positive client feedback?
Our success is measured by the value we deliver to our clients. In 2024, we received positive feedback for our ability to address client challenges with innovative and tailored solutions. Whether it was identifying the right technology to solve a specific problem or developing content strategies that drive engagement, our approach has always been rooted in understanding the unique needs of each client.
One of our key strengths is asking the right questions. This allows us to uncover insights that inform our strategies and deliver solutions aligned with client goals. The result isn’t just satisfied clients, but also long-term partnerships built on trust and results.
