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Digital Marketing in 2025: What’s Changing?
Written by Seton Van Der Schyff
As we look ahead to 2025, digital marketing continues to evolve at breakneck speed, shaped by rapid advancements in Artificial Intelligence (AI), greater client expectations, and transformative tools. These were just some of the key themes of HubSpot’s recent INBOUND24 conference, which underscored major shifts in marketing, sales, and customer engagement—and highlighted the technologies that will define the future of marketing.
Flux was fortunate to attend HubSpot’s annual three-day conference dedicated to the latest trends and tactics in marketing, sales, and AI. This year’s conference took place in Boston, Massachusetts from 18 – 20 September, featuring inspiring thought leadership, educational workshops and product announcements. Among key contributors were industry leaders such as Google, TikTok, LinkedIn, Webflow and many others. Key speakers included sports star and venture capitalist Serena Williams, actor and businessman Ryan Reynolds, and leaders from the world’s leading Marketing, Technology and MarTech companies.
In this article, we’ve summarised some key insights from this year’s INBOUND24 conference, and included some major digital marketing shifts that Flux has observed over the last year, outlining what they mean for your digital marketing strategy in the coming year. Here’s how to prepare for digital marketing success in 2025.
1. Customer-Centric Search and Social: Navigating a New Digital Landscape
Digital habits are shifting in fundamental ways. As search engines increasingly provide direct answers, website traffic from search is diminishing. Additionally, there is increasing evidence that social platforms like Facebook and Instagram now limit the reach of posts that link to external sites, keeping users within their ecosystem and ever-scrolling.
All of these changes mean less traffic to your website and the challenge of finding new and effective ways to captivate, engage and convert online users.
Brands will have to navigate these changes and adapt by focusing on new ways to reach users – including optimising for AI search, creating content that cannot be replicated by AI (such as tools and video content) and focusing on highly engaging, native social content that turns viewers into followers and true fans.
Action Items for SEO & Social Marketing in 2025:
- Develop platform-specific content and avoid relying solely on link-based social media strategies
- To ensure maximum reach, consider using platforms outside of Meta, such as TikTok, as a lead generation channel, using video content and influencer partnerships to boost reach
- Use new SEO tools like HubSpot’s AI Search Grader to adapt content for AI-driven search engines and conversational searches
2. The AI-Driven Future of Content Creation and Personalisation
Good news for content marketers in 2025: AI is set to reshape content marketing by taking over repetitive, high-volume tasks, freeing marketers to focus on more strategic, nuanced, and personalised content.
With AI taking on the heavy lifting of creating, remixing, and distributing content across platforms, marketers can focus on crafting ‘breakthrough content’—unique, differentiated content that addresses specific customer needs and stands out in an increasingly crowded landscape.
HubSpot has recently introduced Breeze Agents – AI-powered experts that can perform functions that would otherwise be performed by humans. Content and Social Media Agents assist content marketers with insights and automation to develop breakthrough content much more easily and quickly.
Breakthrough content will become more important in bringing traffic to your website
Action Items for Content Marketing in 2025:
- Use AI tools to generate foundational content and adapt it across platforms and formats
- In collaboration with SEO Specialists, invest in content that is difficult for AI to replicate, like guides, videos, and interactive tools, which enhance customer experience and build trust
- Double down on video marketing, which continues to gain traction and aid in online conversions
3. Social Media: A Focused, Omnichannel Approach
Social media continues to be a critical channel for brand growth, with trends emphasising omnichannel strategies and authentic engagement.
Taking a focused, omnichannel approach to social media is about strategically aligning your brand’s message across multiple social platforms, ensuring that each platform offers a cohesive, yet tailored, experience.
Brands need to navigate the challenge of understanding their audience on each platform, and executing a cohesive brand message, while creating platform-specific content and leveraging platform trends.
Social Media Best Practices in 2025:
- Create content for each platform and align organic and paid efforts for a seamless user experience
- Use diverse formats, like waterfall videos, to attract and engage audiences across platforms
- Closely monitor social media data to understand the full customer journey and identify successful strategies worth amplifying
4. AI Transformation in Sales and Customer Service
AI’s role in sales has become increasingly sophisticated. AI tools allow sales reps to automate repetitive tasks like follow-ups, enabling them to focus on high-value interactions. AI insights also enable predictive lead scoring, giving insight into which leads are more likely to convert based on historical data.
With these functionalities, sales teams can streamline the sales process and use AI-driven insights to prioritise the highest-quality leads, enabling greater revenue returns.
AI agents can now also prospect, respond to queries, and engage with leads 24/7, ensuring customers receive support whenever needed. These agents are part of a broader trend toward using AI to improve customer experience while also lightening the load for human teams.
AI-Enhanced Sales and Customer Service Tips:
- Implement AI-driven lead scoring and customer insights to help sales teams identify and prioritise high-potential leads
- Use AI Meeting Assistants and similar tools to improve engagement and automate outreach, enhancing productivity without sacrificing quality
- Adopt 24/7 AI support tools to ensure quick responses to customer enquiries, allowing human reps to handle more complex interactions
5. Leveraging Unified Data for Personalisation and Growth
A recurring theme at INBOUND24 was the shift toward unified, real-time customer data. AI enables marketers to manage both structured and unstructured data, delivering a holistic view of the customer. We’ve already seen the transition from more manual to AI-driven approaches on all major social, search and advertising platforms, and brands will have to follow suit with their own operations to remain competitive and effective.
Brands can now segment audiences with greater precision, ensuring personalised, relevant interactions across all touchpoints, and sharing this data with paid platforms for better targeting. A data-centric approach is crucial for creating seamless customer experiences and improving engagement, conversion, and retention.
By integrating client data, brands can deliver tailored content and campaigns, boosting conversions, client satisfaction and loyalty. With a data-centric approach based on actual results taken on both organic and paid platforms such as Meta and Google Ads, brands are guaranteed a greater chance for online success.
Data-Driven Personalisation for 2025:
- Build customer segments based on real-time behaviour and preferences and use these in targeting
- Shift from segmented personalisation to delivering AI-driven personalised experiences at scale
- Create data sets for deeper insights into customer health, marketing effectiveness, and lead scores
Actionable Steps: Building Your Strategy for 2025
These shifts in digital marketing underscore the need for brands to be agile, data-driven, and customer-focused. Here’s how to start implementing these insights with your strategy:
- Audit and Map AI Integration: Review current processes and identify where AI tools can improve efficiency or enhance customer interactions.
- Invest in Differentiated Content: Create unique, value-driven content that resonates with target audiences and stands out in a crowded digital landscape.
- Double Down on Video Content: Develop a robust video marketing strategy, particularly for platforms like Instagram, TikTok and YouTube, where video-first content is essential.
- Refine Data Use: Leverage data and AI-driven insights to deliver more personalised content (both organic and paid) and to better understand and target customer behaviours.
- Test, Test, and Test: On both organic and paid channels, develop a strategy to test different approaches, elements and content to understand what works best to achieve your online goals.
The Road Ahead
The digital marketing landscape will continue to be shaped by AI innovation, evolving search and social platforms, and the demand for highly personalised experiences.
By embracing these trends and the powerful tools available, brands can not only stay competitive but also elevate their growth, increase client satisfaction, and see great returns from their online channels.
This will be both an exciting and challenging year for digital marketing, holding immense potential for elevating client experience and direct channel growth. With the right strategy, tools and partnerships, brands can look forward to achieving online success in 2025.