10 digital marketing trends companies should not ignore

Digital marketing has always been in constant evolution. But now, fast-paced, advanced technology and new consumer habits are redefining the rules of the game. Companies that want to stay relevant can no longer settle for the same strategies and tools; they need to adapt to stay relevant. We explore the top digital marketing trends that are making a difference.

1 Generative Artificial Intelligence with human oversight

It’s clear that AI saves us time and work, but that’s not enough. The brands that achieve the highest engagement are those that add human supervision to ensure originality, personalisation and the right tone for what they want to communicate.

2 First-Party Data, the most valuable asset

First-party data obtained directly from users offers value in exchange for information. This is achieved through interactive experiences, exclusive content, loyalty programmes or forms. And it must all be done within the increasingly demanding legal framework of digital privacy. This is another of the main trends in digital marketing.

3 Social Commerce: live sales and integrated shops

The number of consumers who prefer to shop without leaving the app continues to grow. Platforms such as Instagram or Pinterest have included direct shopping functionalities. The most relevant brands are taking advantage of functions such as integrated shops in social networks or livestream shopping, in which virtual shopping events take place in real time.

4 Search Generative Experience (SGE): fewer clicks, more direct responses

Google and other search engines are implementing Search Generative Experiences (SGE), using AI to answer users’ questions directly, rather than just displaying links. This is driving fewer people to visit websites, so brands need to change the way they are visible. They need to create content that helps the AI to give good answers and seek visits from social media, newsletters or their own channels.

5 Vertical, ephemeral and interactive content

Vertical formats designed for mobile viewing are predominant. Reels, Shorts and Stories are preferred by young audiences. In addition, immediacy, ephemerality and interactivity encourage participation. Polls, quick games, sliders or augmented reality filters help retention and generate useful data.

6 Gamification and immersive experiences: encouraging engagement

The use of games and dynamics to motivate users is no longer limited to points or rankings; it extends to full experiences, such as augmented reality campaigns, social challenges, digital collectibles or personalised virtual worlds. To increase loyalty, companies are integrating game mechanics that invite participation into their strategy. This generates an emotional bond and improves brand recall.

7 Predictive automation and personalisation

In automation, it is no longer enough to programme mailings or network posts. Predictive automation, able to anticipate behaviours and deliver personalised content in real time, is now the order of the day. This translates into product recommendations adapted to the user’s history, dynamic remarketing campaigns and email marketing flows that match the customer’s actions. The smart thing to do is to anticipate.

8 Voice and visual search: new ways of finding information

Until recently, for a website to appear in Google, it was enough to use keywords and good copywriting. Now, with many people using voice, brands need to tailor content to respond to spoken questions. And also include clear tags on photos and products.

9 AI videos and hyper-realistic message personalisation

Companies can now create high-quality videos with AI-generated actors or tailor audiovisual content to each user. This allows hyper-personalised campaigns to be launched, by language, age, location, behaviour or individual interests.

10 Brand purpose and ethical marketing

The new generations, especially Z and Alpha (born between 1997 and 2010, and from 2010 onwards, respectively), value not only the product, but also social commitment. It is no longer enough to appear sustainable, inclusive or ethical; you have to be sustainable, demonstrate it and communicate it with consistency and transparency. Brands with purpose have a real competitive advantage. It’s no longer just about selling, it’s about building community and representing shared values. This is another digital marketing trend to keep in mind.

Digital marketing in 2025 leaves no room for improvisation. Companies that want to stand out will have to catch up.