Each new year brings new developments in the digital world.
In this article, Bluesoup’s digital team highlights nine digital trends for 2025 that could impact your business this coming year. Unsurprisingly, AI
continues to feature strongly in upcoming trends, but what other opportunities should you be aware of?
From paid media and PPC trends to SEO’s latest news, we’ll examine upcoming digital marketing trends to help you navigate the rapidly changing online landscape.
Consent Mode v2
Google's Consent Mode v2 is set to be a major player in 2025. The framework is designed to help websites comply with data privacy laws while still gathering helpful marketing insights.
Google Consent Mode v2 became mandatory in March 2024; those who have not implemented it will not achieve such successful marketing results from Google Ads, and could miss out on vital tracking data from their analytics platform. Make sure your business focuses on understanding the new framework in order to comply with evolving data privacy regulations.
AI Assistants in ad platforms
AI assistants are poised to revolutionise how marketers analyse and optimise their campaigns. By asking an AI assistant about campaign performance, marketers can gain deeper insights into their performance data, identify trends, and receive actionable recommendations.
From understanding sudden traffic shifts to pinpointing the root causes of performance changes, AI assistants will empower marketers to make data-driven decisions more efficiently and precisely.
Ads in AI-generated search results
As generative AI becomes more integrated into the search
experience, we can expect Google to explore innovative ways to incorporate new advertising opportunities. Sponsored AI-generated content, integrated product placements within AI-powered summaries, or AI-generated ads that seamlessly blend with search results could create new opportunities for advertisers.
These advancements could enhance user engagement while offering more targeted, personalised advertising solutions.
Video content for extending reach
With users continuing to spend more time on YouTube and TikTok, leveraging video content on these platforms will enhance brand visibility and engagement. Well-optimised videos can create valuable linking opportunities, improve SEO performance, and drive traffic.
By tapping into the popularity of video, brands can connect with their audience in more dynamic and meaningful ways, fostering deeper connections and increased brand awareness.
The human factor
As AI-generated content continues to flourish, users will increasingly value content that has been crafted by human experts. Demonstrating author authority and authenticity will be crucial for maintaining audience trust and engagement.
Audiences will seek genuine expertise, personal insights, and authentic experiences, which AI alone may struggle to replicate. Emphasising human expertise will help differentiate content, fostering credibility and deeper connections with the audience.
AI Overviews and declining click-through rates
AI Overviews in search results will become more widespread, leading to declining click-through rates in the organic search results for informational content. Visibility in AI-driven responses may offer less measurable
value, making it harder for businesses to track their ROI. Therefore, businesses must adapt and work harder to engage their audience and drive traffic by creating more engaging, interactive, and meaningful content.
Prioritising user experience
With a potentially smaller pool of organic traffic visiting your website, keeping the user after they click through will be more crucial than ever. Prioritising an engaging and conversion-focused experience will ensure that each visitor gains value, even in a competitive digital landscape.
Delivering personalised, meaningful content and a clear user journey through your website will help capture and maintain user attention, boosting engagement and driving long-term success.
Brand awareness
With AI Overviews likely to reduce organic traffic levels, brand awareness will become extremely important. By making people more aware of your brand, they can seek you out directly. High-quality content that performs across PR, social media, and even offline channels will help build a direct connection with audiences, ensuring long-term visibility and relevance.
Crawling and indexing priorities
With more websites and pages than ever before, Google may not be able to crawl all of your website or may not come back to crawl it as often. Ensuring efficient crawling and indexing is crucial.
You can enhance visibility in search results by providing clear instructions for Googlebot, streamlining site structures, and prioritising important content while effectively managing the crawl budget. This ensures that valuable pages will receive priority, improving overall SEO performance.
From AI advancements and personalised advertising to evolving SEO practices, there are plenty of exciting new developments ahead.
Talk to the Bluesoup team to find out how we can help you stay on top of current trends and drive growth and success for your business in 2025.
