The year 2025 marks a new chapter in digital marketing. With the advancement of technological resources and changes in consumer habits, the sector is rapidly evolving, demanding new ways to engage and interact with the audience. According to João Brognoli, CEO of Grupo Duo&Co, one of Brazil’s leading digital marketing conglomerates, the increasingly competitive and technological environment surrounding the sector requires brands to seek new alternatives to gain market share.
“This year, digital marketing should strengthen as one of the pillars for business growth. However, this will require better planning, agility, and focus on the real interests and needs of the consumer,” the expert evaluates.
With this in mind, the expert listed the eight key trends that will shape digital marketing this year and how companies can prepare for these changes:
1. Artificial Intelligence (AI) and Automation
The application of AI has redefined marketing by enabling more precise and personalized interactions with consumers. From the expert’s perspective, technologies like advanced chatbots, recommendation systems, and programmatic campaigns optimize processes in real time, increasing efficiency in steps such as audience segmentation and strategy execution. Data from Meta shows that, in Brazil, 79% of consumers crave personalized shopping experiences, highlighting the need to adopt these tools to meet market expectations.
2. Video Marketing and Dynamic Content
This year, video continues to be the most engaging format when evaluating engagement, especially when combined with technologies like augmented reality (AR) and virtual reality (VR). João also explains that live and interactive content will gain even more relevance, allowing brands to create immersive and emotional experiences.
3. Voice Search and Visual Search
With the advancement and proliferation of voice assistants like Alexa and Google Assistant, the way users interact with the internet is transforming through a new format. The expert states that companies will also need to adapt their SEO (Search Engine Optimization) to this new reality of searches, which are increasingly conducted through speech rather than typing. Additionally, it’s worth noting that image search will also undergo a major shift, requiring brands to invest in visual aspects and optimization for technologies like Google Lens.
4. Privacy and Data Protection
With the increasing regulations on customer data usage, such as Brazil’s LGPD, data protection has become a central issue in digital marketing. From the CEO of Duo’s perspective, more than ever, brands must be transparent about how they collect, store, and use data, demanding an ethical and responsible approach.
5. Focus on User Experience (UX)
According to Deloitte, 90% of consumers prefer hyper-personalized campaigns. This number reinforces the importance of UX as an indispensable strategy. However, the expert highlights that the focus on users goes beyond ensuring website usability. It extends to all interactions consumers have with a brand, from mobile devices and apps to augmented and virtual reality environments. This approach must emphasize what users crave: simplicity, speed, and efficiency at every touchpoint.
6. Responsive Design
With increased time spent on devices and the diversity of screen sizes, responsive design becomes essential in 2025. Websites, apps, and emails need to adapt to any format, ensuring a consistent and intuitive experience regardless of the channel used. This approach also includes new interfaces like wearables and vehicle displays, expanding the contexts brands must consider.
7. Influencer Marketing with Micro-Influencers
Influencers with small but highly engaged audiences are gaining prominence. For this year, João Brognoli predicts a boom in this market, which offers companies a more segmented and authentic approach to connecting with their audience.
8. Sustainability and Social Responsibility
Modern consumers don’t just seek products or services—they also value brands that share their values. A study by Koin reveals that 87% of Brazilians prioritize companies with sustainable practices. This scenario helps illustrate how adopting sustainable and socially responsible practices will have an even greater impact, especially among younger generations.
