The new year is here, so it’s time to get clued in on all the latest trends in digital marketing.
In this article, we take a deep dive into the trends shaping the digital landscape this year, so you can know what to expect. Read on to discover how to keep your business competitive and ahead of the curve in 2025.
1. Changing Role of AI
It’s no surprise that AI tools are here to stay. However, AI’s role in marketing is starting to shift. Instead of relying on AI tools solely for writing social media and blog posts, it’s now being used across a range of marketing activities.
This can include customer research, collecting and analysing data, making predictions, and fine-tuning marketing strategies. The right AI tools can help your team streamline operations, work more efficiently, automate repetitive tasks, and collaborate more effectively.
There are a plethora of AI tools out there, so how do you choose the right one? Here are some of the top AI tools we recommend for 2025:
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Tool |
Category |
Description |
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Image and video creation |
A tool for creating visually appealing images and videos using AI technology. |
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Presentation and document creation |
Simplifies creating presentations, documents, and reports with dynamic designs. |
|
|
Realistic image and artwork creation |
An AI-powered tool to generate realistic images and artworks from text prompts. |
|
|
Content creation, customer research, marketing automations |
AI-driven platform for writing, researching, and automating marketing tasks. |
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|
Social media management |
Automates social media posting, scheduling, and engagement for better reach. |
|
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Project management, productivity, collaboration |
Helps teams organise, track, and manage work efficiently with task management. |
|
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Market research, data analysis, marketing strategy |
AI-powered platform that analyses competitor insights, market trends, and helps optimise marketing strategies. |
2. Optimising for AI Summaries
If you’ve made a Google search lately, you’ve likely noticed the handy AI summaries that now appear to answer your questions. This means you can access the information you need, without even clicking on a website. Although this is convenient as a user, it’s not so great for website owners, as users can read your information without clicking through to your website.
This ‘zero click’ environment means that simply ranking high in the search results isn’t enough anymore. To stay visible, your website will need to be optimised for Google’s new features, like rich snippets and local packs. This focus is on getting your website to stand out on Google itself, rather than driving clicks.
3. Growth of AI Search Engines
Another trend that’s changing the search landscape is the growth of AI-driven search engines. These platforms offer new opportunities for your business to expand. In fact, 79% of consumers are expected to use AI-enhanced search within the next year, and 70% already trust the results provided by generative AI.
To stay ahead on these platforms, your business will need to optimise for voice search, image search, and conversational searches. This gives you the potential to reach a wider audience and broaden your reach, so it’s worth including in your 2025 marketing strategy.
4. Rise in Visual & Voice Searches
Another emerging trend for 2025 is the rise in visual and voice searches. Currently, over 10 billion visual searches are made on Google Lens each month, and 1 billion through voice assistants like Siri and Alexa.
Consumers are looking for a sensory experience when shopping online, and it’s important that your brand considers this. To optimise your website for visual searches, ensure to use high-quality images, label images properly, and incorporate structured data makeup. To optimise for voice searches, make sure your Google Business Profile is set up and implement location based schema markup.
5. Adopting a Multichannel Approach
Adopting a unified approach across all your channels is key for staying competitive in 2025. Consumers expect a consistent and personalised experience across all touchpoints, whether online, in-store, or through mobile apps. Brands that successfully integrate their marketing efforts across multiple channels will be able to meet customer expectations and foster stronger relationships.
Through providing a unified experience, businesses can drive engagement, improve customer satisfaction, and ultimately boost conversion rates. An effective omnichannel strategy will be key to staying competitive in the digital marketing landscape.
6. Blurring Platform Boundaries
In 2025, we will see the continued blurring of platform boundaries as digital ecosystems become more interconnected. This means seamless integration across multiple channels. Social media platforms, ecommerce sites, and content-sharing platforms are likely to evolve into interconnected spaces where consumers can shop, interact with brands, and consume content in one cohesive experience. This trend will require businesses to rethink their strategies and provide a unified experience across all touchpoints to meet consumers wherever they are.
7. Increasing Hyper-Personalisation
As consumers continue to demand more relevant and engaging experiences, 2025 will see a significant rise in hyper-personalisation. Leveraging advancements in AI and machine learning, marketers will have the ability to gather more granular data about consumer preferences, behaviours, and interests.
This will enable brands to deliver tailored messages and offers in real-time, creating unique experiences for each individual. Hyper-personalisation will go beyond just using a customer's name in emails or offering product recommendations; it will include dynamically adjusting content, timing, and even the tone of communication to match the consumer’s mood and context.
8. Growth of Social Commerce
Social commerce will experience explosive growth in 2025, as social media platforms such as Instagram, Facebook and TikTok enhance their shopping capabilities. With the increasing popularity of in-app purchasing, consumers will expect to make seamless transactions directly through social platforms without ever leaving the app.
Influencers, user-generated content, and live shopping events will continue to drive product discovery, making social media a key revenue-generating channel for businesses. Brands that embrace social commerce will need to prioritise creating shoppable, interactive content and ensure a smooth checkout experience to capitalise on this shift.
9. Power of Short-form Video
Short-form video will reign supreme in 2025, with platforms like TikTok, Instagram Reels, and YouTube Shorts continuing to dominate. Consumers are increasingly drawn to bite-sized, engaging content that is easy to consume and share. In response, brands will need to focus on creating authentic, visually compelling short-form videos that capture attention in seconds.
These videos will be used not just for entertainment but for storytelling, product showcases, and building emotional connections with audiences. As attention spans shrink, mastering the art of concise, impactful messaging through video will be crucial in the year ahead.
Final Thoughts
The digital marketing trends of 2025 emphasise adaptability and innovation. With platform boundaries blurring, brands must create seamless, integrated experiences. Hyper-personalisation will enable more tailored content, while social commerce offers new sales opportunities. Staying agile and embracing these trends will be essential for success in an evolving digital landscape.
Ready to Level Up your Digital Marketing?
The new year presents the perfect opportunity to review your digital marketing. If it's time for a new strategy, talk to us. At Margin, for over 18 years, we've specialised in helping businesses get found online through strategic marketing.
Our expertise lies in prescribing tailored online marketing strategies and tactics that attract audiences, convert traffic into qualified leads, and drive exponential sales growth.
Our all-star Brisbane lineup includes paid search pros, digital designers, web developers and people who live and breathe digital marketing.
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