Digital marketing trends to help you thrive in 2025

Here are 5 digital marketing trends that will help you reach more customers in 2025.

1. Video content

As we discussed on our recent blog. The rise of TikTok, Instagram reels, and YouTube shorts means that users are consuming more and more short form video content online.

Incorporating video into your digital advertising campaigns is crucial as users are finding this type of content more engaging and educational. We are also seeing video content being favoured by advertisers’ algorithms and they are being shown more than other ad formats.

2. AI led campaigns

It all started with Google’s Performance Max. An AI powered campaign that utilises Google’s machine learning to drive conversions. However, other digital marketing channels have followed suit. Microsoft now also offer a Performance Max campaign, and Meta’s Advantage+, Pinterest’s Performance+, and LinkedIn’s Accelerate are all AI powered campaigns designed to help you reach more customers, maximise conversions, and get the most from your digital advertising spend. If these are not part of your digital marketing campaigns, they should be!

3. TikTok Search

With a great number of users utilising the platforms search functionality to research and obtain information on products and services. TikTok poses a significant threat to Google and others in the search advertising market.

Launched in the US in September 2024, TikTok search campaigns are expected to launch in the UK in 2025. This would be an opportunity for you to advertise on search results and connect with high intent users who are searching for keywords relevant to your business.

4. Google Searches AI Overview

Google’s new AI overview has begun to impact SERPs and how users are engaging with them. It responds to search queries by collecting information from various online sources and displaying it at the top of search results in a concise and easily digestible way. Increasing the number of no click searches and posing a threat to organic traffic as users can get the information they need directly from search results.

As well as challenges, being included in a SERPs AI overview presents an opportunity to increase organic visibility and offers click potential when users require more information on their query. Technical and on-page SEO has never been more important to assist Google’s new feature. Content strategy also needs to be adapted to cover topics in depth and to consider search queries that require a deeper explanation and can’t be answered by the AI overview.

5. A Cookieless era and the importance of first party data

With the arrival of Google Consent Mode V2, greater privacy laws, more data savvy consumers, and restrictions on third party cookies. Tracking what users are doing online is becoming increasingly difficult and is creating challenges to digital campaigns.

Collecting and utilising first party data is therefore becoming more and more important. Email marketing, lookalike audiences, and uploading consumer data to help machine learning are all great ways to do this.

Ready to Thrive in 2025? Get in touch today to see how we can help you reach more customers via digital marketing channels.