The digital marketing world has come a long way since the early days of the internet. Two decades ago, a solid strategy often meant buying a few banner ads on popular websites and sending out a monthly email newsletter—simple, straightforward, and enough to get the job done.

Fast forward to today, and the game has completely changed. While banner ads and email campaigns still have their place, modern digital marketers have expanded their toolkits dramatically. They’re harnessing the power of artificial intelligence, partnering with influencers, and tapping into first-party data to create hyper-targeted, highly personalized campaigns. And with more than half of all consumers now shopping from their phones, mobile optimization is no longer optional—it’s essential.

If you want to stay ahead of the curve, it’s time to get familiar with the latest digital marketing trends that are reshaping the industry.

Top Digital Marketing Trends for 2025

From small startups to global giants, businesses of all sizes are tapping into a mix of digital marketing tactics to build brand reputation, drive traffic to their online stores, and turn curious browsers into loyal customers.

As the landscape evolves, staying in the loop on emerging trends can help you make smarter, more strategic decisions. Below are some of the most impactful digital marketing trends for 2025—take a look and see which ones might be a good fit for your brand.

Getting Precise with Artificial Intelligence

AI and machine learning have taken the marketing world by storm—and they’re not slowing down anytime soon. According to a 2024 report from McKinsey, marketing and sales saw the largest jump in generative AI adoption across all business functions, with usage more than doubling from the previous year.

Today’s marketers are weaving AI tools into nearly every part of their workflow. From writing ad copy and generating visuals (yes, even video!) to personalizing messages for different audience segments, AI is becoming a go-to creative partner.

On the analytics side, AI is making campaigns smarter and more efficient. It powers advanced audience targeting, streamlines A/B testing, and enables real-time optimization across channels—helping marketers fine-tune their efforts with precision and speed.

Boosting Visibility and Authenticity with Micro-Influencers

Why is influencer marketing still one of the hottest trends in 2025? Simple—it works. A recent survey by Matter Communications found that 69% of people are more likely to trust a recommendation from a friend, family member, or influencer than from the brand itself. That kind of trust is marketing gold.

And here’s the best part: you don’t need a superstar like Selena Gomez or Lionel Messi to make an impact. In fact, today’s audiences are growing weary of celebrity endorsements. Instead, they’re gravitating toward voices that feel more authentic and relatable.

That’s where micro- and even nano-influencers come in. They may not have millions of followers, but what they do have is credibility and real influence within their niche. Their short-form content might reach thousands instead of millions—but if those thousands are your ideal audience, that reach is incredibly valuable.

It’s no surprise, then, that 60% of marketers said in 2024 that they plan to boost their influencer marketing budgets. When authenticity meets the right audience, everyone wins.

Sending Hyper-Personalized Messages

Today’s customers don’t just appreciate personalization—they expect it. As McKinsey senior partner Sajal Kohli put it in 2024, we’re living in a marketing era defined by “microtargeting and hyper-personalization.” That means customers want brands to understand their preferences on a deeper level—and to prove it through every interaction.

In 2025, it’s not enough to simply collect customer data; you need to use it meaningfully. Kohli explains it well: “Retailers and consumer products companies should not forget they’ve had this long-standing relationship 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.”

That’s where generative AI comes in. GenAI tools can help you craft and deliver highly personalized content across channels—whether it’s email, SMS, push notifications, dynamic websites, or targeted ads.

When done right, hyper-personalized messaging doesn’t just boost conversions—it strengthens trust and builds lasting relationships. And in a crowded digital landscape, that kind of connection makes all the difference.

Highlighting Human Stories

Content marketing is still going strong—with 85% of decision-makers planning to maintain or grow their content marketing budgets in the year ahead. But what’s resonating with audiences is shifting. In 2024, we saw a refreshing return to first-person, blogger-style content—offering a more personal, human touch in response to the rise of AI-generated material.

In 2025, brands can stand out by putting real people at the center of their stories. That might mean sharing insights from your founder about the inspiration behind a new product, or publishing a thoughtful perspective from an executive on an emerging trend in your industry. When it feels authentic and relevant, these stories can create meaningful connections.

The power of storytelling isn’t exactly new—Harvard Business Review pointed out back in 2014 that our brains are wired to respond to narratives. But now, in a digital world increasingly shaped by automation, human stories have become even more powerful. They’re what make your brand feel relatable, trustworthy, and real.

Making Quick Connections with Short-Form Video

Audiences can’t get enough of video content—and marketers are taking note. In 2024 alone, video ad spending is expected to hit $12.66 billion in the U.S. and a staggering $120 billion globally, continuing a strong upward trend year after year.

What’s really stealing the spotlight? Short-form video. From Instagram Reels to TikToks and YouTube Shorts, bite-sized videos are delivering the highest return on investment (ROI) of any video format. They’re quick, engaging, and perfect for grabbing attention in the scroll-heavy digital landscape.

But video isn’t just a passing trend. It’s here for the long haul. The global video marketing market is projected to grow by 10% annually through 2028, potentially reaching $145.8 billion. If your brand hasn’t already embraced short-form video, 2025 is the perfect time to start creating content that connects quickly—and sticks.

Tapping Into TikTok’s Audience

When it comes to video and social media, TikTok is leading the pack—and fast. While the platform might be known for dance trends and viral memes, make no mistake: TikTok marketing is serious business. According to a 2024 Variety report, the average TikTok user now watches nearly three hours of content per day. If your brand isn’t on TikTok yet, consider this your sign—it’s quickly becoming a must-have in your digital strategy.

So, what actually works on TikTok? Authenticity is everything. The platform rewards real, relatable content—especially when it features the faces behind the brand. Founders speaking directly to the camera about a product, their mission, or even behind-the-scenes processes can gain major traction. As Dieux Skincare founder Charlotte Palermino shared on Shopify Masters, one of their most viral videos—racking up over 100,000 views—was simply her talking about packaging and non-mined aluminum.

To ride the wave of TikTok’s discovery algorithm, make sure your captions are keyword-optimized, and stay tuned in to trending sounds, formats, and conversations. In 2025, if you’re looking to connect, convert, and grow your audience in a big way, TikTok’s where the action is.

Digital Marketing Trends FAQ

What is the next big thing in digital marketing?
One of the most exciting developments in digital marketing is the rise of generative AI and automation tools. These technologies are making it easier than ever to create hyper-personalized, data-driven campaigns at scale—allowing brands to connect with the right audiences in smarter, more meaningful ways.

Is TikTok a digital marketing trend?
Absolutely. TikTok has become a major player in the digital marketing world thanks to its rapid growth, sky-high engagement, and ability to reach diverse, highly active audiences. Its unique blend of short-form, creative content and viral trends makes it a powerful platform for brands looking to stand out.

What are the top digital marketing trends?
Some of the most impactful trends shaping 2025 include:

• AI-powered marketing and predictive analytics
• Short-form video and video-first strategies
• Personalized email and SMS campaigns
• Influencer and micro-influencer marketing
• Authentic brand storytelling across channels

Staying on top of these trends can help your brand stay relevant, build stronger connections, and get ahead of the competition.