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 the research from the Interactive Advertising Bureau (IAB) Brazil, investments in digital advertising in the country reached about R$ 32,4 billion. On the other hand, a study conducted by Nielsen, revealed that, on average, 34% of investment in digital media is wasted in the Brazilian market, due to an invisible result, off-target and fraudulent, what represents more than R$ 5 billion lost annually
Artificial intelligence and automation
Artificial intelligence and automation have started to become part of paid traffic strategies, bringing a more efficient way to manage the 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 Media, reinforces 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, how, for example, the social networks Instagram, TikTok and Facebook, that are no longer just spaces for socializing, but also to shop, without leaving the platform. In 2024, social commerce accounted for nearly 20% of online sales, and the projections indicate massive growth, able to reach US$ 8,5 trillion by 2030, according to Vogue Business
Parrela also states that "we are leaving traditional campaigns behind 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 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 really want, at the right moment
Parrela observes: "The digital marketing of the future will be a combination of artificial intelligence, the new expectations of consumers and more agile strategies, that adapt in real time.That is to say, companies need to be ready to respond quickly to the needs and expectations of an audience that is constantly changing
The CEO of Dbout Mídia 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, affirms
With digital competition becoming increasingly fierce, the challenge is not just to invest more, but invest wisely. Reevaluate 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 buy directly on social media, without having to leave them. Social media has become true points of sale, and those who know how to use direct purchasing tools and native ads well will have a great 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 get ahead.”
