Staying ahead in the digital marketing space is tough—trust, we know. “Evolving this, evolving that,” it’s a constant cycle of innovation (and repetition) that often feels overwhelming.
BUT, to all the digital marketers reading this, don’t let that deter your team from pinpointing the optimal strategies, channels, and formats to leverage as you plan for 2025.
Lucky for you, we’ve broken down the top 2025 digital marketing trends.
Rather learn over a call? Let’s chat!
Trend #1: Retail Media Networks
Retail media is the perfect strategy for brands sold in and outside of stores to target shoppers based on past, present, and prospective shopping behavior. This applies to non-retail brands, too!
But, What is a Retail Media Network?
Retail media networks refer to participating retailers that offer exclusive first-party access to their unique shopper data.
In addition to leveraging this data for targeted campaigns, many retailers also offer ad space directly on their websites, creating opportunities for brands to engage shoppers at multiple touchpoints.
Let’s break that down. Here’s why retail media is a must-have in your digital marketing strategy.
Unmatched Targeting Power: Leverage the incredible scale and precision of first-party retail data to reach consumers based on real shopping habits and preferences.
Reaching Shoppers at Key Moments: Place ads on retail websites to connect with consumers while they’re actively shopping, increasing the likelihood of conversion.
Cross-Channel Campaign Integration: Extent campaign audiences across multiple channels like display, CTV, and search for a cohesive and effective strategy.
Reliable Attribution and ROI: By linking ads to actual in-store and online purchases, retail media provides clear insights into performance and ROI.
Built-In Trust and Audience Access: Brands benefit from the trust and traffic that major retailers bring, gaining access to a loyal and engaged shopper base.
Top Retail Media Networks in 2025
Although the list of retail media networks is increasing by the minute, a few platforms stand out for their scale:
- Amazon
- Walmart Connect
- Target Roundel
- Instacart
- Kroger
Drive sales where shoppers buy—ready to start?
Trend #2: Connected TV Advertising (CTV)
What is Connected TV Advertising?
Connected TV (CTV) advertising delivers targeted video ads through internet-connected television platforms or devices, such as smart TVs, streaming sticks, or gaming consoles.
Unlike traditional TV ads, which are broadcast to a general audience, CTV advertising allows for precise targeting based on viewer data, making it more relevant and effective.
The Power of Streaming Platforms
We’re all subscribed to at least one streaming platform—Hulu, Netflix, Max, you name it—they’re the new norm for watching television.
With exclusive shows, films, and thousands of options to choose from (all on demand, I might add), it would be crazy not to use them for campaigns with video content.
By 2026, US adults will spend nearly 20% of their media time with various streaming services. That’s more than two and a half hours a day that advertisers can reach audiences with CTV ads.
Benefits of Connected TV Advertising
Advanced Audience Targeting: Reach hyper-niche demographics, behaviors, and locations with pinpoint accuracy.
Measurable Performance: Track the metrics that matter most—reach, frequency, conversions, ROAS, brand lift, and more. With CTV, it’s all measurable.
Expanding Audience Reach: With CTV viewership on the rise, brands can access a growing, engaged audience as streaming platforms continue to dominate.
If you’re streaming it, so is your audience—let’s meet them there.
Trend #3: The Rise of Social Search
Step aside Google, social media is the new search engine.
As audiences increasingly turn to platforms like TikTok and Instagram for recommendations, reviews, and how-tos, a strong social media marketing strategy that incorporates search advertising is more critical now than ever!
What is Social Search, and Why Does it Matter?
When we talk about social search, we’re referring to the use of social media platforms as search engines. Consumers are searching for specific content with keywords or topics available within platform.
This shift in behavior is reshaping the search environment, making discovery more visual and interactive.
It’s like Google—but more fun.
How to use Social Search Advertising
See below for our comprehensive social search capabilities!
Facebook & Instagram: Activates ad appearance in search results on both platforms, mirroring the layout of News Feed ads, matching to viewer interests and behavior.
TikTok: Enables video ads to appear in viewers’ search feed while aligning with targeting parameters. Incorporates our team’s strategic keyword optimizations to refine search feed placement.
Pinterest: Amplifies ads in search results and related pins, with options to target keywords for broad, phrase, exact, and negative matches to align closely with search intent.
Reddit: Aligns ads with relevant discussions and topics with keyword targeting, offering granular control over the contextual relevance of ad placements.
X: Allows ads to reach viewers in search results based on keywords in their search queries, recent posts, and posts they recently engaged with, positioning brands for relevance, engagement, and conversions.
YouTube: Deliver in-feed ads to highly engaged viewers in their discovery process, appearing in search results. Incorporates our team’s strategic keyword and topic targeting to refine search-feed placement.
Be discovered with intent—try social search.
Trend #4: Creator Generated Content (CGC)
Creator Generated Content (CGC) is redefining how brands approach ad creative.
Produced by skilled professionals, CGC is tailored for seamless integration across multiple platforms, including websites, social content, email campaigns, and other paid media placements.
By merging the authenticity of User Generated Content (UGC) with the polish of professional production, CGC creates relevant content that resonates deeply with audiences while upholding brand standards—all at a more competitive price point than traditional ad creative.
Whether it’s a sleek product demo or a heartfelt testimonial, CGC enables brands to deliver creative that feels both real and aspirational, fostering genuine connections with their audiences.
Why You Need to Leverage CGC for Marketing Success
It Drives Engagement and Trust: Professional creators showcase your product in authentic, relatable ways that resonate with audiences.
You Can Repurpose it Across Platforms: Use CGC in social media, email campaigns, websites, ads, and more for maximum impact.
It’s Cost Effective: CGC delivers high-quality, professional content at a fraction of the cost of traditional production.
Professional creators, authentic results—want in?
Trend #5: Artificial Intelligence (AI)
AI in Digital Marketing
Artificial Intelligence (AI) is shaking up the advertising industry, revolutionizing how campaigns are planned, executed, and optimized.
By integrating AI into your digital marketing strategy, you can streamline campaign management, improve targeting, and ultimately drive better results across all marketing channels.
Here’s how AI is making a difference in digital advertising:
Programmatic Advertising: Automates ad delivery, ensuring ads are shown to the right audience at the right time.
Predictive Audiences: Uses predictive analyticsto identify potential customers based on behavior, maximizing engagement and effective ad targeting.
Optimized Budgeting: Distributes budget across campaigns for maximum ROI.
Performance Forecasting: Predicts campaign performance, allowing for informed strategic decisions.
As AI continues to evolve, it’s clear that embracing these tools will be essential for staying ahead in a competitive landscape.
Smarter campaigns, faster results—ready for AI?
Where to Focus Your Digital Marketing Efforts in 2025
As we look ahead to 2025, these latest digital marketing trends are an exciting opportunity to refine your digital strategy and connect with audiences in more impactful, intentional ways.
Let’s recap the five key trends shaping the landscape in 2025:
- Retail Media Networks (RMNs): Connect with highly-engaged shoppers through retailers’ rich first-party data.
- Connected TV Advertising (CTV): Reach, engage, and measure audiences through the largest screen in the home.
- Social Search: Adapt to evolving consumer search habits and improve social ad performance.
- Creator Generated Content (CGC): Leverage professional content creators for authentic storytelling across channels (outside of social, too!).
- AI: Design smarter, more impactful advertising campaigns with cutting-edge technology.
Each of these trends emphasizes the importance of a strong, adaptable marketing strategy that integrates data, creativity, and technology.
By focusing on the right marketing channels and staying ahead of these trends, you can deliver exceptional customer experiences, and ensure your brand remains future-ready in the *ever-evolving* marketing landscape.
