Which trends will drive Digital Marketing in 2025?

AI, Authenticity, Video, Personalisation and even a bit of Bluesky.

The countdown is very much on to the holiday season, with Thanksgiving and Black Friday only days away, while Christmas is a little over a month away. As such it can only mean one thing: sky-high CPMs… I mean, it’s time for an annual trends round up!

I’ve had a look at the five biggest trends and themes I’ve seen, plus there’s a few thought starters. The newsletter will return to its usual format next week.

Also, just a quick plug - I’ve joined Bluesky and am posting there far more regularly than on LinkedIn. Some of it is even about Digital Marketing; if you’re new to the platform and looking for a more frequent marketing fix, then please consider following.

Anyway - let’s get to it!

1. AI and Automation are essential (but you knew that already)

Generative AI is no longer a “nice-to-have” but a cornerstone of marketing workflows. From content creation to audience segmentation and predictive analytics, AI is driving efficiency and personalisation at scale. 

The challenge? Striking the right balance between automation and maintaining a human touch. My own personal recipe is to use it for, say, a first draft of a customer journey map, before then applying my own expertise and experience to finessing it.

2. Authenticity and credibility has never been more important

AI can churn out vast quantities of content fast; however, your competitors already know that, and are already using it. Unique “human” experiences and expertise will cut through like never before; again, video will be a key way to drive these messages home.

3. Short-form video rules

Short-form video content dominates—platforms like TikTok, Instagram Reels, and YouTube Shorts are increasingly non-negotiable parts of a successful marketing mix. Meanwhile, LinkedIn is making a major play towards video, and with increased mobile usage on the platform portrait “talking heads” style videos are becoming increasingly common. I’m expecting to see a lot more of this in 2025.

4. First-party data 🤝 Personalisation

Customers increasingly expect tailored experiences. With third-party cookies (still) on the way out, first-party data is becoming ever more necessary. Loyalty programs, email campaigns, and app engagement will be key to delivering the level of relevance consumers now demand.

5. Social is becoming increasingly fragmented

This might not even have made the cut a few weeks ago, but the last week has shown how quickly things can change in the social landscape. Right now, Bluesky feels like a winner, while Threads and X feel like losers, especially if you look at data suggesting BlueSky has already surpassed Threads user numbers in the UK and US. 

Brands might be starting to plot their route to the platform already, but I’d recommend caution; yes, of course, you should grab those handles. However, advertisers are mooted to be returning to X, while Threads is looking to introduce ads, a move which will surely herald a major (or at least noteworthy) ATL campaign. This scrap has only just got started.

Further thinking

TikTok in the US: Donald Trump previously said he’s going to row back on banning TikTok. Only, his FCC pick wants to ban the platform. So… he’s 180’d his 180? This will be a huge story to watch over the coming months.

It’s the economy, stupid! The wider economic landscape is shifting wildly. It’s never been more important to run data-driven A/B tests and to double-check your attribution game is strong, to ensure you can demonstrate ROI and understand what works for you.

That’s it for now! We’ll be back to normal next week, and continuing until just before Christmas. If you found this interesting, I would appreciate it if you shared it with your friends and colleagues. 

If you’re feeling particularly generous, I won’t stop you from buying me a coffee. Have a great weekend, and I’ll see you next week!