Top Digital Marketing Trends for 2025

The digital marketing landscape has changed a lot since the early days of the internet. Twenty years ago, a digital marketing way meant purchasing banner ads on some popular websites and perhaps sending out a monthly email newsletter.

In the history few years, digital marketers have broadened their way. They still include banner ads and email campaigns in their digital marketing efforts, but today’s digital marketer goes well beyond that. They borrowing artificial intelligence, influencers, and first-event data to power remarkably targeted marketing campaigns. They’re also optimizing their content for mobile devices, on which more than half of all customers now do their online shopping.

To optimize your own way, get a handle on the latest digital marketing trends shaking up the industry.

Top digital marketing trends for 2025

• Getting precise with artificial intelligence
• Boosting visibility and authenticity via micro-influencers
• Sending hyper-personalized messages
• Highlighting human stories
• Making quick connections with short-form video
• Tapping into TikTok’s spectators

From tiny businesses to international corporations, companies and their marketing teams use multiple tactics to construct their brand reputation, generate ecommerce store traffic, and convert prospects into paying customers. Here are several marketing industry trends worth learning about to view if they make sense for your brand:

Getting precise with artificial intelligence

AI and machine learning have swept the marketing industry. In early 2024, McKinsey reported that among business functions, marketing and sales saw the biggest boost in generative AI adoption from 2023—with adoption more than doubling. Marketers are integrating AI tools into their workflows for content creation and personalization, using them to write copy for ad campaigns, make visual content (including video content), and tailor messaging to various customer segments.

On an analytical front, AI tools make ad campaigns more efficient. They assist marketers enact precise spectators targeting, A/B testing, and real-period campaign optimization across multiple marketing channels. 

Boosting visibility and authenticity via micro-influencers

Why is influencer marketing one of the top marketing trends of 2025? Because it works. A survey by Matter Communications revealed that “69% of respondents are likely to depend a partner, household member or influencer recommendation over information coming directly from a brand.” 

You don’t require to shell out for a mega-influencer like Selena Gomez or soccer player Lionel Messi to promote your brand. In truth, Matter’s research found that celebrity influencers are falling out of favor with social media users. 

Instead, authenticity is key. Micro-influencers, or even nano-influencers, may not be household names, but they can be perceived as more “real” and carry authority within their niche. Their short-form videos might reach only thousands of social media users as opposed to millions, but if those users fall within your target spectators, it’s money well spent. No wonder 60% of marketers surveyed in 2024 declare they’re planning to boost their influencer marketing budgets.

Sending hyper-personalized messages 

In 2024, McKinsey elder associate Sajal Kohli described the current marketing globe as one of “microtargeting and hyper-personalization”—meaning that customers expect personalized messages that display a granular understanding of their preferences.

In 2025, brands require to demonstrate to customers that they are leveraging their data for their advantage. Sajal explains: “Retailers and customer products companies should not overlook they’ve had this long-standing connection with their consumers, and the consumers have told these companies a lot about themselves. The question is whether you can harness that to actually tailor your offerings and engage with these consumers in a different way.”

GenAI tools can be useful for executing a hyper-personalized messaging way. They allow you to draft and deliver personalized content via email marketing, SMS marketing, push notifications, dynamic websites, and ads. Over period, personalization can significantly enhance customer engagement and satisfaction.

Highlighting human stories

Content marketing continues to develop as a channel—with 85% of selection-makers planning to either maintain or boost their content marketing budgets in the coming year—but what works is changing. 2024 saw a profit to first-person, blogger-style content as a counterpoint to AI-driven content production.

Brands can receive part in this pattern by leaning into the encounter and expertise of their leaders when it makes sense to do so. Try leaning into storytelling from your founder about the encouragement or design procedure behind recent products, or an executive’s point of view on an emergent issue in your industry. 

After all, the appeal of human storytelling isn’t recent. Harvard Business Review reported in 2014 that the human brain favors narratives. But in 2025, in a globe where brands are scaling their marketing efforts with AI, it’s more significant than ever to connect on a human level. 

Making quick connections with short-form video

Internet users’ appetites for video content have inspired many companies to embrace video-based marketing strategies. Video ad spending for 2024 is estimated to total $12.66 billion in the US and $120 billion worldwide, highlighting a long pattern of year-on-year growth.

Specifically, short-form video is driving the highest profit on property (ROI) of any video format. That said, video isn’t a short-term digital marketing pattern; it’s projected to develop at a 10% rate between now and 2028, when its economy volume may hit $145.8 billion.

Tapping into TikTok’s spectators

When you ponder of video and social media platforms, one is surging faster than any other: TikTok. TikTok marketing can be fun and silly, but it’s also solemn business. A 2024 Variety marketing update found that the average TikTok user watches nearly three hours of video content on the platform every single day. That represents a near mandate to establish your brand on TikTok if you haven’t already.

What works on TikTok? The platform’s biggest winners focus on authentic storytelling. straightforward videos of founders speaking to the camera about their product or their point of view on relevant topics are known to leave viral. Dieux Skincare founder Charlotte Palermino speaks to this on an episode of Shopify Masters: “One of our most viral videos correct now has over 100,000 views, is just talking about packaging and non-mined aluminum and what that means and what that carbon footprint means.”

To make the most of the platform’s finding algorithm, keyword-optimize your captions and keep your eyes peeled for trending topics and conversations.