Positive Marketing Outlook Persists Despite Macroeconomic Uncertainty: Insights from Our CEO Caroline Dunlea
In a recent article for Business Post, Caroline Dunlea, CEO of Core Optimisation, shared valuable insights on how Irish businesses can navigate macroeconomic uncertainty while achieving success in their marketing strategies. As businesses face challenges such as inflation, supply chain disruptions, and changing consumer behaviour, Caroline highlighted how digital marketing remains a key driver of growth and with the right approach, businesses can thrive despite these external pressures.
At Core Optimisation, we believe that embracing cutting-edge digital marketing strategies, including SEO, social media marketing, and e-commerce platforms like TikTok Shop and Amazon.ie, is critical to positioning your business for long-term success.
Adapting to a Shifting Economic Landscape
The Marketing Pulse June 2025 survey, conducted by Core Optimisation, paints an interesting picture of the current marketing landscape in Ireland. While optimism remains strong within the marketing community, there are concerns about consumer confidence, which has dropped significantly over the past months. Caroline calls this phenomenon the “Confidence Paradox,” where marketers are hopeful about their company’s prospects, yet perceive rising challenges due to shifting consumer sentiment.
Businesses must stay agile and adapt to this economic shift by re-evaluating their strategies. Caroline advises companies to optimise their marketing budgets, align resources more effectively, and adjust pricing strategies to meet consumer expectations.
Key Marketing Trends to watch in 2025
Looking ahead, there are several key marketing trends to watch in 2025:
- AI – Powered Marketing: Over 90% of marketers reported benefiting from artificial intelligence, particularly in data analysis, content creation, and cost saving measures. Businesses that invest in AI tools for forecasting and measurement will be better positioned to adapt to market changes.
- Increased Digital Investment: Digital channels, including SEO, paid social media, and organic social, are seeing higher investments. This trend is expected to continue, with businesses investing more in digital strategies to maximise their reach and impact.
- Focus on consumer behaviour: Understanding evolving consumer behaviour remains a top priority. Businesses that can tap into this knowledge will be more successful in tailoring their marketing efforts and retaining customer loyalty.
Why Businesses Should be Optimistic about 2025
Despite the challenges posed by economic uncertainty, there are plenty of reasons for businesses to feel optimistic about 2025. The marketing survey found that 35% of businesses have seen their marketing budgets grow since March with digital platforms leading the charge.
Marketing professionals continue to see new opportunities for growth, particularly in AI integration, e-commerce expansion, and digital marketing innovation.
Our CEO, Caroline states that businesses willing to adapt and innovate will find success. As long as businesses embrace new technologies and continue refining their strategies, there is every reason to be optimistic about future growth in the Irish market.
Core Optimisation has helped numerous companies achieve success in challenging times, and their case studies provide valuable insights into how businesses have overcome obstacles and thrived with the right digital marketing strategies. Explore our Case Studies here and gain insights from real-world examples to inspire your own strategy.
