30+ Digital Marketing Trends for 2025

AI Overviews (formerly known as Search Generative Experience or SGE) appear above all other search results and provide AI-generated answers to queries.

As shown in the example below, they’re most likely to appear for “what is,” “how to,” or “symptoms of” searches.

When first introduced in beta, AI Overviews appeared for 84% of all search queries. However, since rolling out to U.S. searchers in May 2024, we’ve seen that number decrease to around 7% of search queries, likely in an effort to cut down on false information.

Still, sites focusing on top-of-funnel, question-based content can expect decreases in blog traffic from AI Overviews (and Google’s Helpful Content Update) giving searchers the information they want directly in the search results.

If you’re looking to break into AI results, check out our guide to ranking in AI Overviews.

For smaller and mid-sized businesses — consider investing in middle-of-the-funnel content that does not focus on “what,” “where,” or “how” since big brands and AI Overviews dominate question-based searches.

With the rise of AI-powered search and answer engines like Perplexity and even MetaAI, it’s important to adapt your search strategy, so you can get in front of your audience, no matter where they’re searching.

AI search optimization includes strategies like:

• Getting listed in databases referenced by AI models
• Targeting AI-generated results
• Improving visibility across search experiences, from traditional Google Search to AI chatbots and voice search

In early 2024, we saw a shift in the SERPs with Google increasing visibility for forum websites like Reddit and Quora.

Google made this change in an effort to provide searchers with first-hand information from individuals discussing topics of interest. Moving into 2025, forum sites continue to siphon search traffic. 

To combat lost traffic, consider testing paid ads on forum sites, combined with strategic content promotion, to get your brand in front of your audience where they spend time online.

While videos and content promotion on forums provide new ways to reach users, continue focusing on tried-and-true content strategies to drive performance in 2025. 

The benefits of AI for paid advertising continue to grow, with ad platforms leaning into AI-powered advertising. 

Google Ads leverages AI to optimize bids, create relevant ads, and help you reach the right audience. Just one example — Google’s Performance Max campaigns use keywordless AI to find new converting queries and generate ads that match user intent. You can also create and scale creative assets in seconds.  

Similarly, Microsoft offers generative AI ad features like Conversational Ad experiences, Ads for Chat API, and Copilot. 

AI-powered advertising allows you to create smarter ads that drive more ROI in 2025. 

In July 2024, Google announced it is no longer phasing out third-party cookies in the Chrome browser. 

However, as the ad space becomes more competitive, first-party data helps ensure you’re driving quality leads. For example, Google’s enhanced conversions feature uses first-party data to improve bidding with better data. You can also use first-party data as an audience signal in Performance Max campaigns to improve bidding. 

Along with AI, first-party data, allows you to hone your ad targeting for better results this year. 

In 2025, we expect to see more advertisers turning to Microsoft as a way to reach new users, especially with Microsoft’s AI features.

Historically, Microsoft advertising has been best for business-to-business (B2B) users. We’ve seen an increase in business-to-consumer (B2C) interest, though, because of Microsoft’s partnership with OpenAI, the maker of ChatGPT.

With Google becoming more competitive, Microsoft Ads can be a good option for providing clicks at a lower cost.

Google introduced its new “forum” tab at the top of the search bar in early 2024. 

Many of the search results are from Reddit, which reported a 50% increase YoY in revenue and users in Q2 of 2024. 

According to Reddit, “+Reddit” was added to 32 billion Google searches last year. This makes Reddit a great place to advertise because users rely on Reddit to hear opinions before they buy products. 

TikTok and Instagram continue to have serious influence over people (especially younger demographics) and continue to evolve and innovate their in-platform shopping experiences. 

Product ads help you reach ready-to-buy users. They drive great ROI, and we can expect to see that continue into 2025.

In addition to bolstering your performance on platforms like Google Ads, first-party data can also enhance your social media ad performance. 

Testing has shown that quality, dialed-in first-party data leads to better performing Lookalike audiences, which you can use to power social ad targeting. 

AI tools offer numerous benefits for streamlining your content workflow. 

From speeding up the research process to creating outlines, AI simplifies content creation, allowing you to spend more time on things like incorporating expertise to advance thought leadership in your industry. 

Whether it’s user-generated content, video testimonials, explainer videos, or other video content types, video content can help you engage users on your site and build trust with your audience. 

AI-based tools can help with everything from ideation to production, but we still recommend working with a video specialist, so you can optimize for YouTube or other video hosting platforms.

With searches getting more complex due to voice search and AI queries, SEO content is going to need to evolve to be more unique, more innovative, and more expert-driven. 

Businesses are no longer going to get away with fluffy content that echos every other top ranking site on the web. They’re going to need to create user-focused content from dedicated experts that can provide innovative thoughts.

Dark modes have moved beyond aesthetics to visual experience and comfort. 

More users are opting for this feature as dark mode, like the site example below, can minimize battery usage and reduce eye fatigue.

As virtual reality (VR) and augmented reality (AR) become more accessible, websites are integrating these technologies to encourage users to interact with brands and products at a deeper level.

Personalization is key to user engagement and loyalty. Expect to see more dynamic dashboards or adjustable layouts that allow users to tailor their interface to their preferences.

In 2025, consent is key for emails. 

We no longer want to cold email a huge list of people who never subscribed. They don’t want to open your emails. 

Instead, implementing inbound strategies like signup forms and opt-in checkboxes to gain that explicit consent will be the best way to grow an engaged email list.

Interactive content like polls, sentiment trackers, videos, and GIFs help your emails stand out in inboxes. 

This year, we’re seeing a pivot away from “salesy” emails to businesses focusing on delivering unique value — campaigns that subscribers look forward to receiving in their inboxes. 

Whether that’s a traditional newsletter or providing interactive content like guides or free resources, create value for subscribers that makes them excited to engage with your emails.  

We’re seeing more of our clients taking advantage of end-to-end ROI reporting that connects marketing activities to revenue. 

With that, we see CRO activities reaching into the sales pipeline process in 2025. For example, website personalization for in-process leads that visit a company’s website, or even more advanced personalization with 1:1 landing pages for high-value prospects. 

This represents a fusion of CRO and sales to increase close rates for B2B businesses.

In 2025, expect to see personalization tools gain ground on offering more AI-driven personalization, specifically for lead generation companies. 

While ecommerce companies have been able to offer AI-driven personalization for a long time through “You may also like” sections, lead gen has always been behind due to privacy concerns and lack of data. 

Thanks to the rise of AI, users’ touchpoints (and attention spans) continue to shrink. 

Because of this, modern marketing teams need to be sure they’re tracking and capitalizing on the micro moments that they ARE getting from users. Every touchpoint should be tracked. Remarketing campaigns, email campaigns, and personalization campaigns should be working off those touchpoints to re-engage the user with your brand, your products, or your salespeople.

There’s going to be a lot of pressure on CROs in 2025 to not just map the user journey, but create real strategies to keep users moving through the user journey.

We’ve seen social platform after social platform embrace their existing video features or release entirely new features. 

Just look at your Instagram feed. What used to be an endless stream of photos is now full of Reels. TikTok continues to grab its users’ attention with videos. YouTube is still a go-to information platform around the world. 

If you’re not creating videos for your social media channels, you’re missing out on a big opportunity to reach your audience.

No matter how simple or sophisticated your videos are, they will take time to create. 

Luckily, there are plenty of AI tools to help speed up the process. You can use AI throughout the entire video process if you want. Use it to generate topic ideas or outlines, help simplify the editing process, repurpose content for your social channels, and so much more. 

Don’t be afraid to test out different tools to find the ones that work best for you.

The best part about the popularity of social media videos is that you don’t need a film degree to succeed. 

You don’t need all the fancy gear to create a good video (although it has its place). That’s not always what people want when they’re scrolling through Instagram or TikTok. 

A phone, a steady hand, and an idea can work wonders. What matters most with low-budget video marketing is that you’re creating authentic content that addresses your audience’s needs.

YouTube videos are literally baked into the search results. 

When you’re creating content, don’t stop at the written word. Think about how you can enhance that content with video. 

It can help your pages rank better, and it offers a new level of visibility in the SERPs that can keep you ahead of your competitors. Appearing in the YouTube search results couldn’t hurt, either.

In 2025, expect to see CRMs incorporating more built-in features like scheduling, quoting, email marketing, and SMS. 

For users, investing in CRMs with these built-in features can help you cut down on subscriptions and logins for other tools, ultimately saving you money. 

In addition, AI features will streamline processes and decision-making without needing to switch to a different application. 

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Integrating more applications allows you to sync everything you do with your CRM (or even better, DO everything from your CRM). 

Using your CRM as your source of truth allows you to sync marketing and sales to drive more revenue and continue investing in campaigns that drive the best results.

You can also feed lead data into ad platforms for better targeting and campaign performance.

AI gives you the ability to analyze big data at scale for a fraction of the effort and cost.

With AI, you can analyze lead forms and phone calls to identify common questions and pain points. Then, you can better address those points in website content, email marketing, paid ads, social content, and more.

For years, we’ve been spoiled with the ability to track ROI by channel and use that data as a source of truth for allocating marketing dollars.

However, there’s been a shift in the past year with the growth of AI and AdTech, as well as social networks continuing to focus on retaining users on their sites/apps vs. referring them to external sites.

That shift makes it easy to underestimate (and underinvest) in marketing channels that are actually really impactful — but aren’t tracked well with the “last click” attribution model.

For that reason, we’ve seen a lift in businesses not only reporting on ROI by channel, but also getting more focused on things like “brand lift” and “impressions” as KPIs for top-of-funnel channels.

Businesses are investing more and more into customer experience technology.  

We’ve found an increase in businesses putting technology in areas where a human touch is needed, resulting in a poor customer experience.  

Though technology such as AI chatbots and automated email campaigns can be an enticing “set it and forget it” win, if those automations produce a decrease in customer experience, you should consider adding a human touch to them.

This year, tools are leveling up first-party data integrations.

Facebook Ads Conversions API and Google Ads Enhanced Conversions both allow easy and safe sending of first party customer data directly back to each ad platform to help optimize campaigns and provide more accurate performance metrics.

Companies are (and should be) leveling up their data collection game to capture as much actionable first party data as possible.

In 2025, your customer data enrichment opportunities are stronger than ever. 

With tools like MarketingCloudFX, you can enrich your lead data with helpful info on prospects, their companies, and industries, that allows for better targeting, more personalized campaigns, and ultimately more conversions.