Where Is Digital Marketing Going In 2025?

The new year is always full of potential and excitement, and 2025 will be no different! With the rise of new artifical intelligence tools and shifts in consumer behavior we’ve seen this past year, there’s no doubt that 2025 will have its share of surprises.

Small business owners and marketers need to take stock of what the future of digital marketing will look like in the coming year and grasp how they can stay competitive.

Businesses that lean into the evolutions in digital marketing will be able to better connect with their audiences, tailor their messages more effectively, and ultimately see a higher ROI.

Let’s explore where we think digital marketing is headed in 2025 as well as some strategies your business can take advantage of to prepare for the next year.

INCORPORATING AI TOOLS

Probably the most significant change to marketing in the past year was the rise of artifical intelligence tools. These now ubiquitous tools are transforming the way we brainstorm, search on the web, and parse data.

There’s no doubt that AI tools will become more sophisticated, efficient, and effective in 2025 and beyond. As business owners and marketers, we need to make ourselves familiar with these tools, their applications, and their limits.

AI and Search:

While AI has been around for a long time for search (think voice assistants like Siri and Alexa and the algorithms Google and Bing use to deliver your results), it’s going to become more prominent next year.

The algorithms are already becoming more aware of customer behaviors and interpretations of our natural language. For example, searching for, “best pizza place near me” will return only 4-star-and-above rated restaurants in your area.

For businesses, that means making sure that you’re getting reviews often. On top of that, you need to ensure that your address and contact information is listed correctly across the Internet so that the right results are served to consumers.

Many apps and websites aggregate reviews and contact information, often from places you’ve never heard of, to provide those results. If your address, phone number, or email are wrong in those places then your customer’s favorite app may be returning the bad results. That can lead to frustration and missed sales.

Fortunately, there’s a solution for that. With FDS Local, our team uses AI tools to track down all those listings and correct them for you, then keep the correct through any and all changes. FDS Local also offers reputation management services, so we can help boost the number of reviews your business gets and ensure every one is replied to.

AI and Data Analysis:

Thanks to AI, analyzing huge sets of data has never been easier! AI helps us sift through massive amounts of information and identify patterns and trends with the click of a button. As these tools advance, marketers will make better-informed decisions more quickly and precisely.

Not only that, AI tools have already given us better customer segmentation, allowing us to hyper-target campaigns based on demographics. The power of that analysis will help us better optimize and manage campaigns in the next year.

PERSONALIZATION BECOMES A PRIORITY

The days of broad, impersonal marketing are a thing of the past. Consumers demand a more personal experience when dealing with brands — they want brand interactions to feel relevant and authentic. Businesses that let go of generic marketing and embrace personalization in the messaging will thrive and build customer loyalty.

A personalized approach is crucial to set your business apart in 2025. Tailored campaigns that address customer problems and answer their questions will cut through the marketing noise and be more likely to be acted upon.

But personalizing your campaigns isn’t just about making sales, it’s about building authentic, long-lasting relationships with your customers (are you noticing a theme yet?). To be authentic in your messaging, you can incorporate custom renewal reminders, exclusive birthday discounts, emails with personalized subject lines, and social media posts that focus on creating conversations and connections with your audience.

ENGAGE WITH THE COMMUNITY

If your business is still treating social media as a one-way megaphone, 2025 is the perfect time to put that behind you.

Social media is, at it’s heart, a place for people to be social — it’s not a traditional form of broadcast media like television or radio. Audiences on social media expect to be a part of a brand’s story, not just passive consumers. That means that brands need to interact with their audience and engage with their online community.

The most successful brands on any platform don’t simply try to sell their audience their products and services, rather they’re cultivating a loyal community that trusts the brand and feels invested in its success.

If your brand doesn’t have a social media strategy focused on connecting with your community, it should be a priority for you next year. Focus on creating content on a consistent basis, posting content that’s relatable, and trying to spark a conversation with your audience.

However, maintaining a consistent posting schedule and creating content can be challenging and time consuming. If you find yourself overwhelmed by the workload, the team at Federated Digital Solutions can help with your social media management! Our social media specialists are experts at creating relatable, engaging content for brands of all industries.

GROW YOUR VIDEO STRATEGY

Video has been a dominating force in digital marketing for some time, and it shows no sign of slowing down. In fact, 99% of marketers used video in 2024, and will continue to do so in 2025, according to Smart Insights. That means they’re seeing the ROI when it comes to streaming video!

As consumers continue to cut the cord and move to streaming services and internet-connected devices, an OTT/CTV advertising strategy becomes crucial. Unlike linear TV which broadcasts to a general audience, OTT/CTV offers a targeted approach, ensuring your ad dollars are well spent. In a world that’s increasingly mobile-first, video is the best way to capture your audience’s attention and convey your messages quickly

Because the strength of video lies in storytelling, it’s perfect for humanizing brands and evoking emotions in the audience. On top of that, it’s content that your audience expects! In a recent survey by HubSpot, 54% of people surveyed said that video content was something they wanted to see more often from brands.

If your 2025 marketing plan doesn’t already include a dedicated video strategy, it’s something you need to consider early in the year!

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