As 2024 draws to a close, we shift our focus to the possibilities that 2025 may present. From the increased incorporation of AI into all facets of our lives, to stricter privacy regulations and intensified scrutiny of our primary advertising channels, there's much to be cognisant of as we reach the quarter-century mark.

Here are some crucial elements that our expert team of digital marketers believe you'll want to keep an eye on in 2025.

Artificial intelligence in all aspects!

Canvassing opinions from the digital marketing team demonstrated that AI is the trend on everybody's mind. Yes, we could just end the article right there, with the year’s biggest buzzword repeated over and over, but that would be a pretty uninspired piece. Instead, our marketers were encouraged to extend beyond the obvious and consider some of the practical, tangible areas where AI will be applied. Here are some of the areas they identified as ripe for "AI-ification."

Intent-based marketing

AI is revolutionising intent-based marketing by analysing individual responses to advertisements and serving ads with a similar tone to those that resonate best with each person. This approach allows for more personalised and effective ad targeting. Additionally, social media platforms may soon introduce AI intent filters to manage negative comments, giving users the option to toggle off comments with negative intent on their own media.

AI as a tool differentiator

AI features and integration are becoming prominent differentiators in digital marketing tools, especially in the realm of social publishing. From AI-powered captioning, akin to ChatGPT, to AI listening tools, these features are increasingly highlighted in the market. Marketers are leveraging these tools to enhance content creation and engagement strategies.

AI with machine learning

AI and machine learning technologies will continue to transform digital advertising through hyper-personalised targeting, automated campaign optimisation, and predictive analytics. These advancements enable marketers to deliver more relevant and timely content to their audiences, improving overall campaign performance and ROI.

LinkedIn content evolution

LinkedIn is expected to introduce short videos and reels, similar to YouTube Shorts. This new feature could significantly influence the type of content consumed and produced on LinkedIn, particularly in the B2B sector. Marketers need to adapt their strategies to leverage this format for increased engagement and visibility.

Voice search will expand

With the growing popularity of smart speakers and voice assistants, voice search is becoming increasingly significant in digital marketing. Marketers should optimise their content for voice search by aligning with natural, conversational language and incorporating long-tail keywords and phrases. Voice search optimisation (VSO) involves implementing technical strategies like schema markup and optimising local listings, which can be particularly effective for targeting local or niche services.

AR and VR

Augmented reality (AR) and virtual reality (VR) offer immersive advertising experiences that can enhance brand engagement and drive sales. These technologies provide marketers with innovative ways to connect with their audiences, creating memorable and interactive experiences that differentiate their brands in a crowded marketplace.

Privacy regulations

Stricter privacy regulations are expected to come into effect in the coming years, affecting data collection and targeting practices. This will require marketers to adapt their strategies and prioritise user privacy. Marketers will need to ensure that they are compliant with these regulations to avoid potential fines and damage to their brand's reputation. This also presents an opportunity for marketers to build trust with their audiences by demonstrating their commitment to protecting user data.

Social media divergence 

I predicted this as early as the beginning of 2024, and although my timing may have been slightly off, Musk’s worst tendencies are finally having repercussions. I believe we will see X continue to lose users and advertisers as it (and its owner) persistently adheres to a Trumpian version of reality. Since the election, there has been a mass departure of high-profile users, who seem to be dividing between Threads and BlueSky. Both platforms have their strengths and weaknesses. A significant weakness, from a marketer's point of view, is that they currently lack any method of paying for advertising. This is likely to change in 2025, particularly for Meta-owned Threads, which has a substantial ad stack it can utilise. BlueSky provides a more curated and authentic experience, which could work well for organic posts. Regardless, both from a brand safety perspective and from a genuine user engagement standpoint, I believe X is set to plummet in 2025.

What do you believe we've overlooked? Are there any trends you hope to see in 2025, or perhaps trends you're eager to see disappear? Let us know on social media, and take a look at our 2025 Bingo Card for an array of additional marketing predictions.