In 2025, digital marketing is undergoing major transformations, driven by technological innovations and new ways of consuming content. According to data released by Sebrae, based on research by the Interactive Advertising Bureau (IAB) Brazil, investments in digital advertising in the country reached approximately R$ 32.4 billion. On the other hand, a study conducted by Nielsen revealed that, on average, 34% of digital media investment is wasted in the Brazilian market due to invisible, off-target, and fraudulent results, which amounts to more than R$ 5 billion lost annually.
Artificial intelligence and automation
Artificial intelligence and automation have begun to become part of paid traffic strategies, bringing a more efficient way to manage campaigns. Tools like Google Ads and Meta Ads, for example, are becoming increasingly smarter, allowing real-time adjustments. This helps brands reach their audience more effectively, making the results more relevant.
Luís Gustavo Parrela, CEO of Dbout Mídia, emphasizes that "success in paid traffic lies in understanding how platforms are evolving and using data to make more precise segmentation." He also emphasizes that this technological advancement is not just about automation, but about improving the user experience, making campaigns more effective.
The growth of social commerce
Social commerce has been one of the major bets, such as Instagram, TikTok, and Facebook social networks, which are no longer just spaces for socializing but also for shopping without leaving the platform. In 2024, social commerce accounted for nearly 20% of online sales, and projections indicate massive growth, potentially reaching $8.5 trillion by 2030, according to Vogue Business.
Parrela also states that "we are leaving behind traditional campaigns and moving towards something more immersive, where personalization and automation are key to engaging and generating good results." Consumer behavior is changing, and now they prefer a more direct and practical shopping experience on the social media platforms they already frequent.
Changes in consumer behavior
Consumers are also more demanding. They seek convenience, relevance, and a smoother experience with brands. Advertising content needs to be well targeted and also deliver what customers truly want, at the right time.
Parrela observes: "The digital marketing of the future will be a combination of artificial intelligence, new consumer expectations, and more agile strategies that adapt in real time." In other words, companies need to be ready to respond quickly to the needs and expectations of a constantly changing audience.
The CEO of Dbout Media emphasizes that the secret lies in the intelligent use of data and automation. "Many companies invest without identifying where they are going wrong. With strategic adjustments, it is possible to scale sales without inflating the budget," he says.
With increasingly fierce digital competition, the challenge is not just to invest more, but to invest intelligently. Reevaluating metrics, constantly testing, and adopting a strategic approach can be the difference between growth and waste in e-commerce.
The convergence between platforms and ads
And finally, we have the convergence of social platforms with native ads. Nowadays, consumers prefer to shop directly on social media without having to leave them. Social media has become true sales points, and those who know how to effectively use direct purchase tools and native ads will have a significant competitive advantage.
Parrela concludes: “Social platforms are becoming the new points of sale. Those who know how to take advantage of direct purchasing tools will come out ahead.”
