What Is the Next Big Thing in Digital Marketing?
Digital marketing is going through its most dramatic shift in decades. As AI reshapes consumer behavior and how people find information, strategies that worked before are becoming obsolete — and fast.
The next big thing in digital marketing isn’t just one thing. It’s the complete transformation of marketing in an AI-driven space.
One where, when human creativity merges with technological efficiency, marketers can produce content that both performs and connects.
What Are the Top Digital Marketing Trends in 2025?
The digital marketing landscape of 2025 will be defined by artificial intelligence (AI), authentic connections, and strategic optimization.
These factors represent a permanent shift in how businesses reach customers, now and in the future of digital marketing.
Companies that adapt early will gain significant competitive advantages, while those hanging on to outdated approaches risk invisibility.
The Rise of AI in Digital Marketing
In digital marketing, AI has gone from future promise to present reality. 54% of marketers now use AI tools, up from 37% just one year ago.
This applies to everything from social media platforms to e-commerce and customer relationship management (CRM) systems.
“We’ve crossed into an entirely new era of how we find information,” notes digital marketing expert Meg Clarke. “Gone are the days of typing ‘best CRM software’ and scrolling through 10 blue links.” Instead, AI tools want to keep users on their platforms, not clicking off to other sites.
Clarke goes on to explain that search is becoming conversational, contextual, and genuinely helpful. Those businesses creating useful, personalized content will find AI tools want to reference them.
So, their expertise will become their advantage.
Shift to Answer or Generative Engine Optimization (AEO/GEO)
Traditional search hasn’t got long left. In fact, search traffic is expected to drop a significant 25% by 2026 as consumers turn to AI-powered alternatives and more immersive experiences.
Its successor? Generative Engine Optimization (GEO), which means optimizing for results produced by tools powered by generative AI, such as Google AI Overviews, ChatGPT, or Perplexity.
It’s a complete reimagining of how people find information. The shift also includes increased use of voice search with using Alexa and Siri, as users ask conversational questions instead of typing traditional keywords.
And with 79% of consumers expected to use AI-enhanced search this year, businesses must adapt their content strategies to remain visible in this new space.
“The real challenge is learning to harness its efficiency without sacrificing the brand’s unique voice and character,” explains our marketing agency’s very own Anthony Cibene. This means creating content that’s both AI-friendly and authentically human.
Increase in Social Media Platform Use
We’ve all promised ourselves we’ll spend less time scrolling. But the truth is social media isn’t slowing down. Users spend 2 hours 19 minutes daily across 6.8 platforms — 14% of our waking lives.
And as users continue to abandon X, they’re seeking alternatives that match their specific needs. LinkedIn remains the go-to for professional discourse, Instagram reels and Youtube shorts for visual and video content.
TikTok’s algorithm-driven feed still leads in entertainment-based discovery short-form video consumption, making it a great vehicle for brand awareness and experimentation.
And while BlueSky attracts users seeking ad-free spaces and content control, Threads’s appeal lies in discussion and educational content.
These newer platforms offer fresh opportunities for brands willing to adapt their strategies. Here, organic reach is strong, with prospects discovering brands through user and employee posts.
Customer Collaboration Content
The influencer marketing bubble is slowly bursting as brands shift toward something more authentic: collaborating directly with customers.
As a digital marketing strategy, this tactic offers obvious benefits. Customer-created content costs less than traditional influencer partnerships while building stronger trust among audiences.
Authentic customer stories help brands connect with their target audience through real social proof.
This approach isn’t without its risks. Brands can lose control over messaging, risking negative commentary or misinformation. But smart companies embrace the trade-off, knowing that authentic voices hit home more than polished corporate content.
Updating Existing Content
Seasoned marketers know that before new content creation, it’s wise to audit what already exists.
Because rather than starting from scratch, there’s often a wealth of content that someone’s already invested time and resources in that can be refreshed.
Most top-performing blog posts, guides, and resources will eventually see declining traffic, engagement, and search visibility as newer, more relevant ones take the top places. And updating existing content can deliver better ROI than creating something entirely new.
Existing content already has domain authority, backlinks, and search history working in its favor. The key is updating it with new insights from first-party data, cultural references, fresh statistics, and updated content formats.
Combining Human Digital Marketing Expertise with AI Tools
Right now, AI is content marketing’s most polarizing topic. For some, it’s a chance to produce more, faster, and at a fraction of the marketing budget. For others, it’s a creativity killer, threatening to numb original thinking and dilute messaging.
But as AI becomes the norm, discussions are shifting from if you use AI to how you use it. Smarter marketers are using AI to streamline workflows and automate the grunt work, such as data collection, real-time analysis, email marketing, or search optimization.
Combining AI-generated speed with human expertise produces high-quality content that enhances customer experience and improves conversion rates through hyper-personalization.
It can also satisfy Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and is more likely to be pulled for an AI overview.
As Chris Carberg, digital marketing expert and co-founder of AddictionHelp, puts it, people are ultimately searching for “truth, beauty, freedom, and love.” 2025 will see us outsourcing the more tedious tasks, freeing us up to inject that which makes us human.
How Can SEOs Win in Online Campaigns with the Rise of AI?
Algorithms, marketing tools, and platforms are evolving at lightning speed. But rather than seeing AI as a competitor to battle it out with, SEOs can use it as an ally.
Some of the top ways SEOs can win, both with and against AI, include:
- Plan content outlines
- Find high-value keywords and latest digital marketing trends
- Understand what people are really searching for and optimize for it
- Match your content to user intent
- Spot and fix technical issues on your site
- Suggest stronger internal and external links
- Anticipate future search behavior
- Fill content gaps your competitors missed
- Improve structure, readability, and overall user experience
- Test and update titles and descriptions for greater sustainability
Learn to Leverage SEO & Digital Marketing in an AI-Driven World
AI is changing how we work, but strategy, creativity, and expertise still drive results. At All In Digital Marketing, we help brands adapt to the evolving digital space with marketing campaigns designed to perform and grow with your business.
Whether you’re a small business or an established brand, we’ll ensure your digital marketing efforts work. Get in touch to learn how we can help.
Sources
Forbes. “Digital Marketing Trends for 2025 and Beyond.” Retrieved from: https://www.forbes.com/councils/forbesbusinesscouncil/2024/11/13/digital-marketing-trends-for-2025-and-beyond/. Accessed on May 30, 2025.
Digital Marketing Institute. “What are the Digital Marketing Trends for 2025?” Retrieved from: https://digitalmarketinginstitute.com/blog/digital-marketing-trends-2025. Accessed on May 30, 2025.
Gartner. “Gartner Predicts Search Engine Volume Will Drop 25% by 2026 Due to AI Chatbots and Other Virtual Agents.” Retrieved from: https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents. Accessed on May 30, 2025.
HubSpot. “What Is User-Generated Content?” Retrieved from: https://blog.hubspot.com/marketing/what-is-ugc. Accessed on May 30, 2025.Forbes. “How to Leverage Artificial Intelligence to Improve SEO.” Retrieved from: https://www.forbes.com/councils/forbesagencycouncil/2024/11/14/how-to-leverage-artificial-intelligence-to-improve-seo/. Accessed on May 30, 2025.
