The year 2025 marks a new chapter in digital marketing. With the advancement of technological resources and changes in consumption habits,the sector is evolving rapidly, demanding new ways to engage and interact with the audience. According to João Brognoli, CEO ofDuo&Co Group, one of the main digital marketing conglomerates in Brazil, the increasingly competitive and technological environment surrounding the sector requires brands to seek new alternatives to gain space.
"This year, digital marketing is expected to strengthen as one of the pillars for business growth". For that, however, better planning will be required, agility and focus on the real interests and needs of the consumer, evaluates the specialist
Thinking about it, the specialist listed the eight main trends that will shape digital marketing in the year and how companies can prepare for these changes
1. Artificial Intelligence (AI) and automation
The application of AI has redefined marketing by enabling more precise and personalized interactions with consumers. In the specialist's view, technologies like advanced chatbots, recommendation systems and programmatic campaigns optimize processes in real time, increasing efficiency in stages such as audience segmentation and strategy execution. Meta's data shows that, in Brazil, 79% of consumers crave personalized shopping experiences, highlighting the need to adopt these tools to meet market expectations.
2. Video marketing and dynamic content
This year, video format remains the most engaging format when we assess engagement, especially when combined with technologies such as augmented reality (AR) and virtual reality (VR). João also explains that live and interactive content should gain greater relevance, allowing brands to create immersive and emotional experiences.
3. Voice search and visual search
With the advancement and proliferation of voice assistants, like Alexa and Google Assistant, the way users interact with the internet has been transformed by a new format. The specialist claims that companies will also need to adapt their SEO (Search Engine Optimization) to this new reality of searches, that start to be done through oratory and not just by typing. Furthermore, it is important to highlight that image search will also be responsible for a reformulation, requiring brands to invest in visual aspects and optimization for technologies like Google Lens
4. Privacy and data protection
In light of the increase in regulations regarding the use of customer information, how the LGPD in Brazil, data protection is consolidating as a central issue in digital marketing. In the view of the CEO of Duo, more than ever, brands should be more transparent about how they gather, store and use the data, demanding an ethical and responsible approach.
5. Focus on User Experience (UX)
According to Deloitte, 90% of consumers prefer hyper-personalized campaigns. The number reinforces the importance of UX as an essential strategy. However, the specialist emphasizes that the focus on the user goes beyond ensuring the navigability of a website. It extends to all the interactions that consumers have with a brand, from mobile devices and applications to augmented and virtual reality environments. Such an approach needs to highlight what the user desires: simplicity, speed and efficiency at every touchpoint.
6. Responsive design
With the increase in time spent on devices and the diversity of screen sizes, responsive design becomes essential in 2025. Sites, applications, emails need to be adaptable to any format, ensuring a consistent and intuitive experience, regardless of the channel used. This approach also encompasses the new interfaces, such as wearable devices and vehicle displays, expanding the contexts that brands should consider
7. Influencer Marketing with micro-influencers
Influencers with kids, more engaged audiences, are gaining prominence. For this year, João Brognoli bets on a warming of this market, that ultimately offers a more segmented and authentic approach for companies in how to connect with the audience.
8. Sustainability and Social Responsibility
The modern consumer is not just looking for products or services, he also values brands that share his values. A study by Koin reveals that 87% of Brazilians prioritize companies with sustainable practices. Such a scenario helps to understand how adopting sustainable and socially responsible practices will have an even greater impact, especially among younger generations.
