Digital Marketing Trends for 2025: Insights and Predictions
As 2025 approaches, digital marketing continues to throw up its fair share of opportunities [and challenges] for businesses willing to keep pace. From AI shaking up search to the steady rise of video content and the shifting world of paid media, staying ahead is less about crystal-ball gazing and more about being prepared.
In this article, our team shares their take on the biggest digital marketing trends we think will shape 2025. With insights drawn from industry research and our own experiences, we’ll explore what these changes mean for your strategy – and how to be ready when they hit.
AI Search: Evolving How We Find (and Create) Information
Insight from David Wilson, Head of Content and PR
AI search tools, like Google’s AI Overview, have made huge strides recently, but let’s be honest, they’re still not quite there yet. While they do a decent job of answering basic questions they’re still prone to errors or missing the mark on more complex or niche queries. By 2025, though, we expect these tools to get sharper, smarter, and much better at dishing out reliable answers.
For businesses, this means two things. First, fewer people will bother clicking through to websites for simple questions, which could mean lower traffic overall. Second, the traffic that does make it through to your site will probably be more engaged – they’re looking for depth or detail that AI hasn’t cracked.
What to Do About It
• Focus on quality content that Google’s AI is more likely to use in its summaries.
• Make sure your site stands out by providing context, insights, or unique expertise that AI alone can’t deliver.
• Don’t put all your eggs in the search basket – start diversifying how you reach your audience with email, social media, and other channels.
Video: Short, Sharp, and Everywhere
Sophie Roberts, Managing Director
By now, you don’t need us to tell you that video content is king – it’s been a dominant force for years. But in 2025, expect it to take up even more of the internet’s bandwidth (literally). Cisco predicts video will account for around 82% of all online traffic next year. Short-form videos – think TikTok, Instagram Reels, and YouTube Shorts – will continue to steal the show.
Why? Because people don’t have the time, patience, or attention span for lengthy videos. They want quick, snappy content that’s either entertaining, useful, or (ideally) both.
How to Make Video Work for You
• Keep it short and punchy. Think less than 60 seconds.
• Focus on mobile-first design – most people will watch on their phones.
• Mix things up with a blend of fun, educational, and interactive content.
No-Click Searches: The SEO Balancing Act
Kelly-Anne Crean, Head of Operations
If you’ve been keeping an eye on search trends, you’ve probably noticed Google’s increasing love for no-click searches. These are the snippets, AI answers, and widgets that let users find what they need without ever leaving the results page. It’s convenient for users but not great for SEOs looking to drive traffic.
By 2025, we’ll likely see even more no-click activity as AI tools like Google’s Overview get smarter. So where does that leave your strategy?
How to Adapt
• Optimise for featured snippets to increase your visibility on results pages.
• Track metrics like brand visibility and engagement rather than obsessing over click-through rates.
• Focus on brand recognition – if users see your name enough in search results, they’re more likely to trust and seek you out directly.
Google E-E-A-T: The Content Gold Standard
If you haven’t heard of E-E-A-T (Experience, Expertise, Authority, Trust), where have you been? Google’s favourite acronym is all about rewarding content that demonstrates these qualities. By 2025, expect E-E-A-T to become even more important as AI-powered search continues to evolve.
Why does it matter? Because AI needs to know which sources it can trust, and Google will favour content that ticks all these boxes.
How to Meet E-E-A-T Standards
• Showcase real-world experience – case studies, examples, and testimonials help build credibility.
• Highlight your expertise with in-depth content written by subject matter experts.
• Don’t skimp on trust signals like author bios, credible links, and transparency about your sources.
Hybrid Events: The Best of Both Worlds
Hannah Maitland, Client Services Manager
If the pandemic taught us one thing, it’s that hybrid events; those that combine in-person and virtual experiences are here to stay. By 2025, expect more businesses to embrace this format as a way to expand their reach and engage audiences who can’t (or won’t) attend in person.
Why Hybrid Events Work
• They’re inclusive. Virtual attendees can join from anywhere in the world.
• They provide real-time feedback. Features like live Q&As and polls help you gauge what’s working.
• They’re a content goldmine. Record the event, repurpose the highlights, and use them in your marketing campaigns.
Paid Media: Automation Is Here to Stay
Steve Harris, Head of Paid & Joaquin Lopez-Otero, Paid Media Manager
Paid media platforms are leaning harder into automation, and 2025 will be no exception. Google’s Performance Max campaigns and Meta’s Advantage+ audiences are making it easier to set up ads – but they’re also taking away some control from marketers.
What to Expect
• Traditional features like match types are starting to be left behind.
• Costs could rise as automation prioritises performance over efficiency.
• Your creative assets will play a bigger role in driving results.
How to Stay Ahead
• Invest in high-quality creative to stand out as targeting becomes less precise.
• Experiment with automation early to understand how it affects your campaigns.
• Keep a close eye on your ROI – automation doesn’t always get it right.
Facing 2025 Head-On
Digital marketing isn’t getting any simpler, but with the right strategies, it’s full of potential. Whether it’s creating standout video content, adapting to AI-driven search, or staying ahead of automation in paid media, 2025 is all about being proactive and flexible.
The key? Don’t wait for these trends to happen, start planning for them now. By staying informed and experimenting early, you’ll be ready to tackle whatever comes next.
What’s your take on the biggest digital marketing trend for 2025? We’d love to hear your thoughts. Drop a comment below!
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