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, demanding new ways to engage and interact with the public. According to João Brognoli, CEO of Grupo Duo&Co , 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 market share.
"This year, digital marketing should strengthen as one of the pillars for business growth. However, this will require better planning, agility, and a focus on the real interests and needs of the consumer," assesses the expert.
With this in mind, the expert listed the eight main trends that are expected to 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. According to the expert, 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. 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 remains the most engaging format when evaluating engagement, especially when combined with technologies like augmented reality (AR) and virtual reality (VR). João further 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, such as Alexa and Google Assistant, the way users interact with the internet has been transformed into 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 now conducted through spoken communication and not just typing. Furthermore, it's important to highlight that image search will also undergo a transformation, requiring brands to invest in visual aspects and optimization for technologies like Google Lens.
4. Privacy and data protection
Given the increasing regulations on the use of customer information, such as the LGPD in Brazil, data protection is becoming a central issue in digital marketing. According to the CEO of Duo, more than ever, brands must be more transparent about how they collect, store, and use data, requiring an ethical and responsible approach.
5. Focus on User Experience (UX)
According to Deloitte, 90% of consumers prefer highly personalized campaigns. This number reinforces the importance of UX as an indispensable strategy. However, the expert emphasizes that focusing on the user goes beyond ensuring a website's navigability. 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 desires: simplicity, speed, and efficiency at every touchpoint.
6. Responsive design
With the increase in time spent on devices and the diversity of screen sizes, responsive design will become fundamental in 2025. Websites, apps, and emails need to be adaptable to any format, ensuring a consistent and intuitive experience, regardless of the channel used. This approach also encompasses 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. João Brognoli predicts this market will heat up this year, offering companies a more targeted and authentic approach to connecting with their audience.
8. Sustainability and Social Responsibility
Modern consumers are not just looking for 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 to understand how adopting sustainable and socially responsible practices will have an even greater impact, especially among younger generations.
