Digital marketing trends: looking ahead to 2025

From the rise of generative AI platforms to the growth in social search, technology is reshaping how consumers find and engage with brands. Despite this, human connection remains paramount, with more brands finding success via community marketing, employee advocacy, and creator partnerships.

Marketers must balance AI’s efficiency with the authenticity that consumers demand while leveraging holistic measurement techniques such as Marketing Mix Modelling (MMM) to optimise performance in what could prove to be a tough economic climate.

Here we cover six key trends that will have a big impact in 2025, which are:

• Gen AI and social search disruption
• The continued rise of zero-click search
• Growing MMM accessibility
• The community marketing opportunity
• Balancing AI and authenticity
• Human perspectives and employee advocacy

Read the report here