8 Top digital marketing trends for 2025

The year 2025 marks a new chapter in digital marketing. With the advancement of technological resources and changes in consumer habits, the sector evolves rapidly, requiring new ways to engage and interact with the public. According to John Brognoli, CEO of the Duo&Co Group, one of the main digital marketing conglomerates in Brazil, the increasingly competitive and technological environment that involves the sector requires brands to seek new alternatives for the conquest of space. 

“This year digital marketing should strengthen as one of the pillars for business growth.For this, however, better planning, agility and focus on the real interests and needs of the consumer” will be required, evaluates the expert.

With that in mind, the expert listed the eight main trends that are expected to shape digital marketing in the year and how companies can prepare for these changes: 

1. Artificial Intelligence (AI) and automation

The application of AI has redefined marketing by allowing more accurate 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 steps such as audience segmentation and strategy execution. Meta data show 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 training remains the most engaging format when assessing engagement, especially when combined with technologies such as augmented reality (AR) and virtual reality (VR). Joao 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, such as Alexa and Google Assistant, the way users interact with the internet has been transformed from 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 made from oratory and not only by typing. In addition, it is necessary to highlight that image search will also be responsible for a reformulation, requiring brands to invest in visual aspects and optimization for technologies such as Google Lens.

4. Privacy and data protection

Given the increase in regulations on the use of customer information, such as the LGPD in Brazil, data protection is consolidated as a central issue in digital marketing. In the view of the CEO of Duo, more than ever, brands must be more transparent about how they gather, store and use data, requiring an ethical and responsible approach. 

5. Focus on User Experience (UX)

According to Deloitte, 90% consumers prefer hyper personalized campaigns. The number reinforces the importance of UX as an indispensable strategy. However, the expert points out that the focus on the user goes beyond ensuring the navigability of a website. It extends to all the interactions that consumers have with a brand, from mobile devices and applications to augmented and virtual reality environments. Such an approach needs to highlight what the user craves: simplicity, speed and efficiency at each point of contact. 

6. Responsive design 

With the increase in time spent on devices and the diversity of screen sizes, responsive design becomes critical in 2025. Websites, applications, emails need to be adaptable to any format, ensuring a consistent and intuitive experience, regardless of the channel used. Such approach also covers new interfaces, such as wearable devices (wearables) and vehicle screens, expanding the contexts that brands should consider.

7. Influence Marketing with microinfluencers

Influencers with small but engaged audiences are gaining prominence.For this year, Joao Brognoli bets on a warming of this market, which ends up offering a more segmented and authentic approach to companies in the way of connecting with the public. 

8. Sustainability and Social Responsibility

The modern consumer not only seeks products or services, he also values brands that share their values. A study by Koin 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 younger generations.