Digital Performance
2024 saw the introduction of Google’s AI overview, an increase in employee-generated content as well as user-generated content, and a number of core Google Updates.
These are our predictions for 2025…
AI Everywhere
The use of AI has advanced significantly over the past few years, and it’s not going anywhere. AI powered search, AI generated results and content, and the use of AI tools to streamline and strategise within businesses is only going to continue to grow in 2025.
Research time is declining and people want fast, accurate results. Businesses will need to adjust to this by ensuring their online content is up to date, to the point and tailored to your target audience.
If users do land on your website, they expect a quick response. AI chatbots are an excellent choice if you don’t have a whole team to dedicate to customer service.
Voice search should also be considered as it continues to be a go-to method for finding information, shopping, and streamlining life and work tasks.
Personalised, high-quality content
Tying in with AI, consumers are seeking personalised content. Google’s AI overview offers a more personalised search result, based on what the user has searched for. This also applies to email marketing, social media and ads.
The better and more tailored your content is, the more authority you will have which is essential for appearing in AI generated results.
Take advantage of advanced analytics and data insights to truly get to know your customer, how they behave online and how to reach them.
Immersive experiences
Immersive technology has been around for a while, especially in the cosmetics, fashion and interior industries. Try-on technology allows you to visualise a product on yourself or in your home before purchasing to check it’s the right fit.
The presence of Augmented Reality and Virtual Reality is going to be increasing in 2025. If you’re a retail business, consider the power of adding a try-on feature to your website. Virtual tours and demos will also continue to be popular to avoid the need to visit a store or attend a meeting in person.
Video content
Video content should continue to be prioritised in 2025. The rise of tik-tok and decreasing attention spans means snappy short-form content is what captures people the most.
Consider which platform your audience is most likely to spend the most time on, start your video with a hook that will draw people in to listen, and stay updated with platform updates and new features to get the most out of them.
Social media shopping
With in-app experiences and integrations improving, e-Commerce brands are missing a trick if they’re not fully optimising their platforms for shopping.
In the past, social media has been a place for building human connection and interacting with your customers. Whilst this is still so important for brand loyalty and customer experience, people can now purchase directly from these platforms too.
Don’t miss out on the opportunity to build relationships and close a sale under one platform by providing a seamless shopping experience.
Consider your user’s journey
If you haven’t already, it’s time to step back and look at the bigger picture. Your customers will go on a journey before reaching the final point of a sale or a conversion. Are you reaching them at every touch point possible?
This is why a presence on multiple platforms is essential, as well as knowing where your target audience are most likely to be. Email marketing and retargeting ads serve as a reminder of your product or service and why they need it. People head to social media and review sites for validation before making a purchase so encourage feedback and user-generated content.
We can’t wait to see what the next year brings in the digital marketing space!
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