{"id":6846,"date":"2025-01-03T09:26:40","date_gmt":"2025-01-03T09:26:40","guid":{"rendered":"https:\/\/cognito.no\/?p=6846"},"modified":"2025-01-13T12:18:33","modified_gmt":"2025-01-13T12:18:33","slug":"markedsforingstrendene-for-2025","status":"publish","type":"post","link":"https:\/\/cognito.no\/markedsforingstrendene-for-2025\/","title":{"rendered":"Markeds&shy;f\u00f8rings&shy;trendene for 2025: Hva b\u00f8r du vite?"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1468.8px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column wide font-mono xsmall-text oslo\" style=\"--awb-padding-top:10px;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-motion-effects=\"[{&quot;type&quot;:&quot;&quot;,&quot;scroll_type&quot;:&quot;transition&quot;,&quot;scroll_direction&quot;:&quot;up&quot;,&quot;transition_speed&quot;:&quot;1&quot;,&quot;fade_type&quot;:&quot;in&quot;,&quot;scale_type&quot;:&quot;up&quot;,&quot;initial_scale&quot;:&quot;1&quot;,&quot;max_scale&quot;:&quot;1.5&quot;,&quot;min_scale&quot;:&quot;0.5&quot;,&quot;initial_rotate&quot;:&quot;0&quot;,&quot;end_rotate&quot;:&quot;30&quot;,&quot;initial_blur&quot;:&quot;0&quot;,&quot;end_blur&quot;:&quot;3&quot;,&quot;start_element&quot;:&quot;top&quot;,&quot;start_viewport&quot;:&quot;bottom&quot;,&quot;end_element&quot;:&quot;bottom&quot;,&quot;end_viewport&quot;:&quot;top&quot;,&quot;mouse_effect&quot;:&quot;track&quot;,&quot;mouse_effect_direction&quot;:&quot;opposite&quot;,&quot;mouse_effect_speed&quot;:&quot;2&quot;,&quot;infinite_animation&quot;:&quot;float&quot;,&quot;infinite_animation_speed&quot;:&quot;2&quot;}]\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 wide\"><p><strong>Foto:<\/strong> AI-generert <a class=\"\" href=\"#\" data-toggle=\"modal\" data-target=\".fusion-modal.prompt\">info<\/a><\/p>\n<\/div><div class=\"fusion-modal modal fade modal-1 prompt xsmall-text font-mono mt-100\" tabindex=\"-1\" role=\"dialog\" aria-labelledby=\"modal-heading-1\" aria-hidden=\"true\" style=\"--awb-border-color:rgba(255,255,255,0);--awb-background:var(--awb-color1);\"><div class=\"modal-dialog modal-sm\" role=\"document\"><div class=\"modal-content fusion-modal-content\"><div class=\"modal-header\"><button class=\"close\" type=\"button\" data-dismiss=\"modal\" aria-hidden=\"true\" aria-label=\"Close\">&times;<\/button><h3 class=\"modal-title\" id=\"modal-heading-1\" data-dismiss=\"modal\" aria-hidden=\"true\">Info<\/h3><\/div><div class=\"modal-body fusion-clearfix\"><strong class=\"large-text mt-0\">Bildet er laget med MidJourney<\/strong><\/p>\n<p><strong>Prompt:<\/strong>\u00a0A sleek workspace featuring a silver MacBook Pro on a minimalist desk. The laptop screen displays a vibrant AI image-generation interface with colorful artistic elements with the text &laquo;2025&raquo; displayed in a futuristic design. The desk is surrounded by creative tools like sketchbooks, a coffee cup, and abstract artwork pinned to the wall. The lighting is soft and inviting, with a warm, editorial-style atmosphere, blending modern tech aesthetics with a creative studio vibe. The composition emphasizes the technology and creativity of AI, with a neutral and elegant color palette accented by the vivid colors on the screen.<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:2.75em;--awb-line-height:var(--awb-typography1-line-height);--awb-letter-spacing:var(--awb-typography1-letter-spacing);--awb-text-font-family:var(--awb-typography1-font-family);--awb-text-font-weight:var(--awb-typography1-font-weight);--awb-text-font-style:var(--awb-typography1-font-style);\"><p>Markeds&shy;f\u00f8rings&shy;trendene for 2025: Hva b\u00f8r du vite?<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1468.8px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-motion-effects=\"[{&quot;type&quot;:&quot;&quot;,&quot;scroll_type&quot;:&quot;transition&quot;,&quot;scroll_direction&quot;:&quot;up&quot;,&quot;transition_speed&quot;:&quot;1&quot;,&quot;fade_type&quot;:&quot;in&quot;,&quot;scale_type&quot;:&quot;up&quot;,&quot;initial_scale&quot;:&quot;1&quot;,&quot;max_scale&quot;:&quot;1.5&quot;,&quot;min_scale&quot;:&quot;0.5&quot;,&quot;initial_rotate&quot;:&quot;0&quot;,&quot;end_rotate&quot;:&quot;30&quot;,&quot;initial_blur&quot;:&quot;0&quot;,&quot;end_blur&quot;:&quot;3&quot;,&quot;start_element&quot;:&quot;top&quot;,&quot;start_viewport&quot;:&quot;bottom&quot;,&quot;end_element&quot;:&quot;bottom&quot;,&quot;end_viewport&quot;:&quot;top&quot;,&quot;mouse_effect&quot;:&quot;track&quot;,&quot;mouse_effect_direction&quot;:&quot;opposite&quot;,&quot;mouse_effect_speed&quot;:&quot;2&quot;,&quot;infinite_animation&quot;:&quot;float&quot;,&quot;infinite_animation_speed&quot;:&quot;2&quot;}]\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p>2025 er i gang og Kantar har publisert en <a href=\"https:\/\/kantar.no\/kantar-tns-innsikt\/marketing-trends-2025\/\" target=\"_blank\" rel=\"noopener\">omfattende rapport<\/a> om hva som vil prege markedsf\u00f8rings\u00adlandskapet i det kommende \u00e5ret. Fra b\u00e6rekraft og kunstig intelligens til nye strategier innen video og sosiale medier, er det mye \u00e5 holde \u00f8ye med. Vi har oppsummert markedsf\u00f8rings\u00adtrendene for 2025, og hvordan de kan p\u00e5virke deg.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container has-pattern-background has-mask-background font-mono xsmall-text nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:18px;--awb-border-radius-top-right:18px;--awb-border-radius-bottom-right:18px;--awb-border-radius-bottom-left:18px;--awb-overflow:hidden;--awb-background-color:#f7f8f9;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1468.8px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.96%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.96%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:1.96%;--awb-spacing-left-medium:1.96%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:1.96%;--awb-spacing-left-small:1.96%;\" data-motion-effects=\"[{&quot;type&quot;:&quot;&quot;,&quot;scroll_type&quot;:&quot;transition&quot;,&quot;scroll_direction&quot;:&quot;up&quot;,&quot;transition_speed&quot;:&quot;1&quot;,&quot;fade_type&quot;:&quot;in&quot;,&quot;scale_type&quot;:&quot;up&quot;,&quot;initial_scale&quot;:&quot;1&quot;,&quot;max_scale&quot;:&quot;1.5&quot;,&quot;min_scale&quot;:&quot;0.5&quot;,&quot;initial_rotate&quot;:&quot;0&quot;,&quot;end_rotate&quot;:&quot;30&quot;,&quot;initial_blur&quot;:&quot;0&quot;,&quot;end_blur&quot;:&quot;3&quot;,&quot;start_element&quot;:&quot;top&quot;,&quot;start_viewport&quot;:&quot;bottom&quot;,&quot;end_element&quot;:&quot;bottom&quot;,&quot;end_viewport&quot;:&quot;top&quot;,&quot;mouse_effect&quot;:&quot;track&quot;,&quot;mouse_effect_direction&quot;:&quot;opposite&quot;,&quot;mouse_effect_speed&quot;:&quot;2&quot;,&quot;infinite_animation&quot;:&quot;float&quot;,&quot;infinite_animation_speed&quot;:&quot;2&quot;}]\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><style type=\"text\/css\">#fusion-chart-1 .fusion-chart-legend-wrap li:nth-child(1) span{color: #ffffff;}#fusion-chart-1 .fusion-chart-legend-wrap li:nth-child(2) span{color: rgba(255,255,255,0);}<\/style><div id=\"fusion-chart-1\" class=\"fusion-chart legend-bottom\" style=\"--awb-padding-top:20px;--awb-padding-bottom:20px;--awb-margin-top:20px;--awb-margin-bottom:0px;\" data-type=\"doughnut\" data-chart_legend_position=\"bottom\" data-x_axis_labels=\"Markedsf\u00f8rere positive til Generativ AI |\" data-show_tooltips=\"no\" data-bg_colors=\"rgba(23,52,62,1)|rgba(255,255,255,0)\" data-border_colors=\"rgba(23,52,62,1)|rgba(255,255,255,0)\" data-border_size=\"1\" data-border_type=\"smooth\" data-chart_fill=\"off\" data-chart_point_style=\"circle\" data-chart_point_size=\"3\" data-chart_axis_text_color=\"rgba(102,102,102,1)\" data-chart_gridline_color=\"rgba(0,0,0,0.1)\"><div class=\"fusion-chart-dataset\" data-label=\"Data Set 1\" data-values=\"68|32\" data-background_color=\"rgba(0,188,212,1)\" data-border_color=\"rgba(0,188,212,1)\"><\/div><div class=\"fusion-chart-inner\"><div class=\"fusion-chart-wrap\"><canvas><\/canvas><\/div><div class=\"fusion-chart-legend-wrap\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.96%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.96%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:1.96%;--awb-spacing-left-medium:1.96%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:1.96%;--awb-spacing-left-small:1.96%;\" data-motion-effects=\"[{&quot;type&quot;:&quot;&quot;,&quot;scroll_type&quot;:&quot;transition&quot;,&quot;scroll_direction&quot;:&quot;up&quot;,&quot;transition_speed&quot;:&quot;1&quot;,&quot;fade_type&quot;:&quot;in&quot;,&quot;scale_type&quot;:&quot;up&quot;,&quot;initial_scale&quot;:&quot;1&quot;,&quot;max_scale&quot;:&quot;1.5&quot;,&quot;min_scale&quot;:&quot;0.5&quot;,&quot;initial_rotate&quot;:&quot;0&quot;,&quot;end_rotate&quot;:&quot;30&quot;,&quot;initial_blur&quot;:&quot;0&quot;,&quot;end_blur&quot;:&quot;3&quot;,&quot;start_element&quot;:&quot;top&quot;,&quot;start_viewport&quot;:&quot;bottom&quot;,&quot;end_element&quot;:&quot;bottom&quot;,&quot;end_viewport&quot;:&quot;top&quot;,&quot;mouse_effect&quot;:&quot;track&quot;,&quot;mouse_effect_direction&quot;:&quot;opposite&quot;,&quot;mouse_effect_speed&quot;:&quot;2&quot;,&quot;infinite_animation&quot;:&quot;float&quot;,&quot;infinite_animation_speed&quot;:&quot;2&quot;}]\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><style type=\"text\/css\">#fusion-chart-2 .fusion-chart-legend-wrap li:nth-child(1) span{color: #ffffff;}#fusion-chart-2 .fusion-chart-legend-wrap li:nth-child(2) span{color: rgba(255,255,255,0);}<\/style><div id=\"fusion-chart-2\" class=\"fusion-chart legend-bottom\" style=\"--awb-padding-top:20px;--awb-padding-bottom:20px;--awb-margin-top:20px;--awb-margin-bottom:0px;\" data-type=\"doughnut\" data-chart_legend_position=\"bottom\" data-x_axis_labels=\"Forbrukere som ikke stoler p\u00e5 AI-annonser|\" data-show_tooltips=\"no\" data-bg_colors=\"rgba(23,52,62,1)|rgba(255,255,255,0)\" data-border_colors=\"rgba(23,52,62,1)|rgba(255,255,255,0)\" data-border_size=\"1\" data-border_type=\"smooth\" data-chart_fill=\"off\" data-chart_point_style=\"circle\" data-chart_point_size=\"3\" data-chart_axis_text_color=\"rgba(102,102,102,1)\" data-chart_gridline_color=\"rgba(0,0,0,0.1)\"><div class=\"fusion-chart-dataset\" data-label=\"Data Set 1\" data-values=\"43|57\" data-background_color=\"rgba(0,188,212,1)\" data-border_color=\"rgba(0,188,212,1)\"><\/div><div class=\"fusion-chart-inner\"><div class=\"fusion-chart-wrap\"><canvas><\/canvas><\/div><div class=\"fusion-chart-legend-wrap\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column hidden\" style=\"--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-motion-effects=\"[{&quot;type&quot;:&quot;&quot;,&quot;scroll_type&quot;:&quot;transition&quot;,&quot;scroll_direction&quot;:&quot;up&quot;,&quot;transition_speed&quot;:&quot;1&quot;,&quot;fade_type&quot;:&quot;in&quot;,&quot;scale_type&quot;:&quot;up&quot;,&quot;initial_scale&quot;:&quot;1&quot;,&quot;max_scale&quot;:&quot;1.5&quot;,&quot;min_scale&quot;:&quot;0.5&quot;,&quot;initial_rotate&quot;:&quot;0&quot;,&quot;end_rotate&quot;:&quot;30&quot;,&quot;initial_blur&quot;:&quot;0&quot;,&quot;end_blur&quot;:&quot;3&quot;,&quot;start_element&quot;:&quot;top&quot;,&quot;start_viewport&quot;:&quot;bottom&quot;,&quot;end_element&quot;:&quot;bottom&quot;,&quot;end_viewport&quot;:&quot;top&quot;,&quot;mouse_effect&quot;:&quot;track&quot;,&quot;mouse_effect_direction&quot;:&quot;opposite&quot;,&quot;mouse_effect_speed&quot;:&quot;2&quot;,&quot;infinite_animation&quot;:&quot;float&quot;,&quot;infinite_animation_speed&quot;:&quot;2&quot;}]\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><style>\n.fusion-chart-inner::after{\n  content: \" \";\n  background: #E4EAEB;\n  width: 196px;\n  height: 196px;\n  display: block;\n  z-index: -99;\n  position: absolute;\n  border-radius: 100%;\n  left: calc(50% - 98px);\n}\n@media only screen and (max-width: 1000px){\n.fusion-chart-inner::after{\n  width: 23.5vw;\n  height: 23.5vw;\n  left: calc(50% - 11.75vw);\n}\n}\n@media only screen and (max-width: 600px){\n.fusion-chart-inner::after{\n  width: 22vw;\n  height: 22vw;\n  left: calc(50% - 11vw);\n}\n}\n.fusion-chart-legend-wrap ul li:first-child span{\n  background-color: transparent !important;\n  color: #17343E !important;\n  border-radius: 8px;\n}\n.fusion-chart-legend-wrap ul li:last-child span{\n  display: none; \n}\n\n<\/style><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1468.8px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4\"><h2>1. Kunstig intelligens: Fra hype til handling<\/h2>\n<p>Kunstig intelligens (AI) har v\u00e6rt et buzzword i flere \u00e5r, men i 2025 vil det handle om hvordan vi bruker AI p\u00e5 en ansvarlig og effektiv m\u00e5te. If\u00f8lge Kantar er 68\u00a0% av markeds\u00adf\u00f8rere positive til AI, men mange mangler fortsatt de n\u00f8dvendige ferdighetene for \u00e5 implementere teknologien i arbeidet.<\/p>\n<h3>For \u00e5 lykkes m\u00e5 markeds\u00adf\u00f8rere:<\/h3>\n<ul>\n<li>Sikre transparent og p\u00e5litelig data som danner grunnlaget for AI-l\u00f8sninger.<\/li>\n<li>Tilpasse budskapet for \u00e5 bygge tillit, siden 43\u00a0% av forbrukerne er skeptiske til AI-genererte annonser.<\/li>\n<\/ul>\n<p>Markedsf\u00f8rere m\u00e5 ogs\u00e5 fokusere p\u00e5 datakvalitet og relevans over tid. Kantar sp\u00e5r at datakilden til AI-modeller vil bli en viktigere del av markeds\u00adf\u00f8rings\u00adbeslutninger i 2025. N\u00e5r man bruker Generativ AI, enten til innsikts\u00adgenerering eller innholds\u00adproduksjon, er det avgj\u00f8rende \u00e5 forsikre seg om at modellene er trent p\u00e5 p\u00e5litelig og oppdatert data. Dette skaper ikke bare bedre resultater, men bygger ogs\u00e5 tillit hos forbrukerne.<\/p>\n<h3>Hva betyr dette for deg?<\/h3>\n<p>N\u00e5r du vurderer AI i markeds\u00adf\u00f8ringen din, b\u00f8r du fokusere p\u00e5 \u00e5penhet og relevans. Teknologien gir fantastiske muligheter for personalisering, men bare hvis den brukes riktig.<\/p>\n<\/div><div class=\"fusion-text fusion-text-5\"><p><em>Les ogs\u00e5: <a href=\"https:\/\/cognito.no\/skap-unike-bilder-med-ai\/\">V\u00e5re beste tips<\/a> for hvordan du kan skape unike bilder med AI<\/em><\/p>\n<\/div><div class=\"fusion-text fusion-text-6\"><blockquote>\n<p>\u00a0De <strong>mest b\u00e6rekraftige merkene<\/strong> st\u00e5r allerede for 193 milliarder dollar av verdien til verdens topp 100 merkevarer<\/p>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-7\"><h2>2. B\u00e6rekraft: Mer enn en trend<\/h2>\n<p>Kantar-rapporten viser at b\u00e6rekraft har blitt et strategisk krav for merkevarer. Hele 93\u00a0% av forbrukere globalt \u00f8nsker en mer b\u00e6rekraftig livsstil, og de mest b\u00e6rekraftige merkene st\u00e5r allerede for 193 milliarder dollar av verdien til verdens topp 100 merkevarer.<\/p>\n<p>Samtidig viser Kantar at markedsf\u00f8rere fortsatt har mye \u00e5 hente. B\u00e6rekraft m\u00e5 integreres som en del av hele virksomhetens strategi \u2013 ikke bare markeds\u00adf\u00f8ringens ansvar. Eksempler fra toppmerker som PepsiCo viser hvordan autentiske koblinger mellom b\u00e6rekrafts\u00adinitiativer og merkevarens verdier kan drive vekst. Forbrukerne forventer handling, ikke bare ord, og de mest b\u00e6re\u00adkraftige segmentene ventes \u00e5 vokse fra 22\u00a0% av markedet i 2023 til 29\u00a0% innen 2030.<\/p>\n<p>Men det er fortsatt mye \u00e5 hente. Markeds\u00adf\u00f8rere m\u00e5 bli flinkere til \u00e5 gj\u00f8re b\u00e6rekraft til en del av hele virksomheten \u2013 ikke bare en kampanje.<\/p>\n<h3>Praktisk tips<\/h3>\n<p>Finn en autentisk m\u00e5te \u00e5 koble b\u00e6rekrafts\u00adinitiativer til merkevaren din. For eksempel kan sm\u00e5 justeringer i kommunikasjonen gj\u00f8re b\u00e6rekraft relevant og engasjerende for forbrukerne.<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-margin-top:20px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"2000\" height=\"1000\" alt=\"Videoproduksjon\" src=\"https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1.webp\" class=\"img-responsive wp-image-6887\" srcset=\"https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-200x100.webp 200w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-300x150.webp 300w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-400x200.webp 400w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-600x300.webp 600w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-768x384.webp 768w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-800x400.webp 800w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-1024x512.webp 1024w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-1200x600.webp 1200w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1-1536x768.webp 1536w, https:\/\/cognito.no\/wp-content\/uploads\/2025\/01\/02-Videoproduction-2x1-1.webp 2000w\" sizes=\"(max-width: 1024px) 100vw, (max-width: 640px) 100vw, 2000px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-8\"><h2>3. Video og mangfold i kanaler<\/h2>\n<p>I 2025 vil markeds\u00adf\u00f8rere fortsette \u00e5 \u00f8ke investeringene i TV-str\u00f8mming (+55\u00a0% globalt), mens tradisjonell TV ser en nedgang. Samtidig blir platt\u00adformer som YouTube stadig viktigere, og det er avgj\u00f8rende \u00e5 finne riktig balanse mellom ulike video\u00adkanaler.<\/p>\n<p>If\u00f8lge Kantar investerer markeds\u00adf\u00f8rere mer i str\u00f8mme\u00adtjenester som svar p\u00e5 forbrukernes stadig mer fragmenterte medievaner. Likevel er tradisjonell TV fortsatt en sterk akt\u00f8r, spesielt for bred dekning. I tillegg til YouTube, som n\u00e5 regnes som en TV-plattform i enkelte markeder, ser vi en \u00f8kning i direkte-str\u00f8mming og kortformat video som TikTok og Instagram Reels. Suksess handler om \u00e5 teste ulike kanaler og justere strategien basert p\u00e5 hva som gir st\u00f8rst effekt for merkevaren.<\/p>\n<h3>Hvorfor er dette viktig?<\/h3>\n<p>Forbrukernes medievaner er mer fragmenterte enn noen gang. Mens noen foretrekker tradisjonell TV, sverger andre til str\u00f8mme\u00adtjenester. For \u00e5 n\u00e5 m\u00e5lgruppen din effektivt m\u00e5 du teste og l\u00e6re hva som fungerer best for merkevaren din.<\/p>\n<\/div><div class=\"fusion-text fusion-text-9\"><blockquote>\n<p><strong>8 av 10<\/strong> forbrukere p\u00e5virkes av hvorvidt en merkevare oppfattes som inkluderende<\/p>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-10\"><h2>4. Skap engasjement gjennom inkluderende markeds\u00ad\u00adf\u00f8ring<\/h2>\n<p>Mangfold og inkludering har vist seg \u00e5 v\u00e6re avgj\u00f8rende for merkevare\u00ad\u00advekst. Kantars data viser at 8 av 10 forbrukere p\u00e5virkes av hvorvidt en merkevare oppfattes som inkluderende. Dette gjelder spesielt for unge generasjoner og marginaliserte grupper.<\/p>\n<h3>Hva kan du gj\u00f8re?<\/h3>\n<ul>\n<li>S\u00f8rg for at budskapene dine speiler et bredt spekter av forbrukere.<\/li>\n<li>Ta aktive valg for \u00e5 inkludere ulike stemmer i kampanjene dine.<\/li>\n<\/ul>\n<\/div><div class=\"fusion-text fusion-text-11\"><blockquote>\n<p>Autentiske stemmer hos influensere kan hjelpe merkevarer med \u00e5 n\u00e5 nye m\u00e5lgrupper og bygge engasjement<\/p>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-12\"><h2>5. Community<\/h2>\n<p>Influensere bygger stadig oftere felles\u00adskapene som forbrukerne stoler p\u00e5. Enten det handler om mat, mote, eller andre nisjer, styrker de tillit og lojalitet til merkevarer.<\/p>\n<h3>Hvorfor betyr dette noe for din merkevare?<\/h3>\n<p>Samarbeid med influensere som f\u00f8les ekte og strategisk kan styrke tilliten og hjelpe merkevarer med \u00e5 n\u00e5 nye m\u00e5lgrupper og bygge engasjement. Kantars data viser at innhold skapt av influensere i USA overg\u00e5r benchmarks for merkevaregjenkjenning med 4,85 ganger.<\/p>\n<h3>Hvordan utnytte potensialet?<\/h3>\n<p>Samarbeid med influensere trenger ikke v\u00e6re komplisert eller kostbart. Ved \u00e5 velge profiler som allerede har tillit i m\u00e5lgruppen din og integrere samarbeidet i en helhetlig strategi, kan du oppn\u00e5 sterkere resultater p\u00e5 tvers av kanaler.<\/p>\n<\/div><div class=\"fusion-text fusion-text-13\"><h2>Hvordan kan Cognito hjelpe?<\/h2>\n<p>Vi f\u00f8lger med p\u00e5 de nyeste trendene for \u00e5 gi kundene v\u00e5re et konkurranse\u00adfortrinn. Enten det gjelder \u00e5 integrere AI, bygge b\u00e6re\u00adkraftige strategier, eller teste nye video\u00adkanaler, har vi verkt\u00f8yene og ekspertisen som trengs.<\/p>\n<\/div><div class=\"fusion-text fusion-text-14\"><p>Nysgjerrig p\u00e5 mer? <a href=\"https:\/\/www.kantar.com\/campaigns\/marketing-trends#:~:text=Download%20Marketing%20Trends%202025https:\/\/www.kantar.com\/campaigns\/marketing-trends#:~:text=Download%20Marketing%20Trends%202025\" target=\"_blank\" rel=\"noopener\">Last ned hele rapporten her<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-5 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1468.8px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:40px;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#e0dede;border-top-width:1px;\"><\/div><\/div><div class=\"fusion-text fusion-text-15\">\n\n<!-- CJT Shortcode Block (230) - gratis-workshop - START -->\n\n\t\t\t\t\t\t<span id='csmi-753d3715b2a61ea1c4fe696a6e5ec7e4' class='csmi csmi-bid-230 csmi-gratis-workshop'>\n\t\t\t\t\t\t\t<div class=\"workshop-container mt-60\">\n    <h2 >Lyst til \u00e5 n\u00e5 nye h\u00f8yder?<\/h2>\n    <p>Det vil vi ogs\u00e5. La oss ta en prat, eller et m\u00f8te, for \u00e5 finne ut hvordan vi kan hjelpe til.<\/p>\n    <script type=\"text\/javascript\">var gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,initializeOnLoaded:function(o){gform.domLoaded&&gform.scriptsLoaded?o():!gform.domLoaded&&gform.scriptsLoaded?window.addEventListener(\"DOMContentLoaded\",o):document.addEventListener(\"gform_main_scripts_loaded\",o)},hooks:{action:{},filter:{}},addAction:function(o,n,r,t){gform.addHook(\"action\",o,n,r,t)},addFilter:function(o,n,r,t){gform.addHook(\"filter\",o,n,r,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return 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