Are you feeling the pressure to throw in the towel already? January 10th is Quitters Day. Yup, most people quit their New Year resolutions by the second Friday of January. Many of you will say that’s the reason NOT to make resolutions. So, stop calling them resolutions and call them objectives and make them S.M.A.R.T.; Specific, Measurable, Achievable, Relevant, and Time-bound.

Here are five marketing goals for us to chase in 2025.

If you set goals as a loyalty marketer, it’s time to level up. Loyalty programs can’t just be about points and discounts anymore—we’re talking about real connections, smart strategies, and staying ahead of what your customers want (sometimes before they even know they want it).

1. Get Personal with AI – AI is your secret weapon for hyper-personalization. Go beyond the usual “Hi [First Name]!” and use predictive analytics to actually anticipate what your customers need. Tailor their rewards, send offers they’ll actually care about, and create one-on-one interactions that make them feel seen. People expect brands to know them. If you’re not delivering relevant content in real time, someone else will.

2. Make Sustainability a Priority – Customers care about the planet (and so should you). Loyalty programs can reflect this by offering eco-conscious rewards—think points for recycling, shopping sustainably, or donating to causes that matter. Younger demographics especially want to support brands that align with their values. Show you care about more than just the bottom line, and you’ll win their hearts (and wallets).

3. Go App-First or Go Home – If your loyalty program isn’t mobile-first by now, you’re already behind. Build app-first experiences that make customers’ lives easier. Think in-app rewards tracking, exclusive offers, gamified engagement—whatever keeps them coming back. Mobile is where your customers are. If your app isn’t their loyalty hub, someone else’s will be.

4. Get Obsessed with Retention Analytics – Data is your best friend. Use it to understand customer behavior, spot churn risks, and measure your campaigns’ ROI. The goal? Turn insights into actionable strategies that keep your customers coming back for more. Retention is way cheaper than acquisition. Double down here, and you’ll maximize returns while improving customer loyalty.

5. Build Emotional Loyalty – Move beyond transactional relationships with your customers. Points and discounts are great, but they’re not enough anymore. Customers want to feel valued. Build exclusive experiences, celebrate milestones, and show them you’re more than just a transaction. Emotional loyalty creates bonds that competitors can’t break. If your customers feel connected to your brand, they’re not going anywhere.

2025 is the year to leave boring, transactional loyalty programs behind and focus on creating meaningful, exciting, and impactful customer experiences.

Which of these goals are you adding to your list?
Which do you call bullshit?