Marketers in 2025 must balance technology hype with actual impact as trends like social commerce, generative AI and retail media advance, writes NextRoll's Vibhor Kapoor. Leaders should focus on intelligence-driven decision-making, storytelling, marketing ROI and video marketing, Kapoor advises. He notes that AI will simplify data analysis, storytelling will become a key differentiator, that marketers should emphasize outcome metrics and video marketing will expand beyond social media.