The year 2025 marks a new chapter in digital marketing. With the advancement of technological resources and changes in consumer habits, the sector is evolving rapidly, requiring new ways to engage and interact with the audience. According to João Brognoli, CEO of theDuo&Co Group, one of the leading digital marketing conglomerates in Brazil, the increasingly competitive and technological environment surrounding the sector requires brands to seek new alternatives to gain space.
“This year, digital marketing is expected to become stronger as one of the pillars for business growth. However, this will require better planning, agility and focus on the real interests and needs of consumers,” says the specialist.
With this in mind, the expert listed the eight main trends that should 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. In the expert's view, technologies such as advanced chatbots, recommendation systems, and programmatic campaigns optimize processes in real time, increasing efficiency in stages such as audience segmentation and strategy execution. Meta data 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, the video format continues to be the most engaging format when we evaluate engagement, especially when combined with technologies like augmented reality (AR) and virtual reality (VR). João also explains that live and interactive content should also gain greater 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 has been transforming into a new format. The specialist states that companies will also need to adapt their SEO (Search Engine Optimization) to this new reality of searches, which are now being conducted through speech rather than just typing. Furthermore, it is important to highlight that image search will also be responsible for a reformulation, requiring brands to invest in visual aspects and optimization for technologies like Google Lens.
4. Privacy and data protection
Faced with the increase in regulations regarding the use of customer information, such as LGPD in Brazil, data protection is becoming a central issue in digital marketing. From the CEO of Duo's perspective, more than ever, brands must be more 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. The number reinforces the importance of UX as an indispensable strategy. However, the specialist emphasizes that the focus on the user goes beyond ensuring the navigability of a website. It extends to all interactions consumers have with a brand, from mobile devices and apps to augmented and virtual reality environments. This approach needs to highlight what the user longs for: simplicity, speed, and efficiency at every touchpoint.
6. Responsive design
With the increase in time spent on devices and the variety of screen sizes, responsive design becomes essential in 2025. Websites, apps, and emails need to be adaptable to any format, ensuring a consistent and intuitive experience regardless of the channel used. Such an approach also covers new interfaces, such as wearable devices and vehicle screens, expanding the contexts that brands should consider.
7. Influencer Marketing with Micro-Influencers
Influencers with small but engaged audiences are gaining prominence. For this year, João Brognoli bets on a warming of this market, which ultimately offers a more segmented and authentic approach for companies to connect with the audience.
8. Sustainability and Social Responsibility
The modern consumer is not only looking for products or services but also values brands that share their values. A Koin study reveals that 87% of Brazilians prioritize companies with sustainable practices. Such a scenario helps to understand how adopting sustainable and socially responsible practices will have an even greater impact, especially among the younger generations.
