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<Video
url="https://www.youtube.com/embed/NhBQpvICYuQ?si=ISncJuaF5hhLyeEU"
/>

The digital marketing landscape is constantly evolving, driven by new technologies and shifting consumer preferences. To remain competitive, it is crucial to adapt strategies in line with these changes. Companies that overlook digital marketing trends risk losing customers and missing opportunities to capture new market segments.

Trends highlight effective marketing methods that reduce costs and help boost sales profitability. For instance, a [**McKinsey study**](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-top-trends-in-tech) revealed that companies actively monitoring and adopting modern technologies and trends experience faster profit growth compared to those that do not. Additionally, [**HubSpot reports**](https://www.hubspot.com/marketing-statistics) that the majority of marketers note a significant increase in [**ROI**](https://altcraft.com/glossary/roi-what-it-is-and-who-benefits-from-it) when incorporating current trends into their strategies.

Research indicates that anticipating trends and integrating them into strategies positively impacts businesses. That’s why we’ve explored what trends lie ahead in 2025 and what to expect from the marketing of the future.

## What trends will shape 2025

The upcoming year is expected to bring key trends that will define business strategies and customer interactions. Let’s take a closer look at some of them.

### Artificial intelligence, ML, and hyper-personalization

In recent years, AI and machine learning have become integral not only to daily life but also to business operations. It’s hard to envision the future of marketing without these technologies. Investments in these areas will continue to grow, and those who effectively leverage their potential will gain a significant competitive advantage.

By 2026, 80% of companies expect AI in marketing to become a primary growth driver, with widespread adoption across marketing departments. Brands will rely on algorithms to personalize content, conduct [**predictive analytics**](https://altcraft.com/blog/ml-best-send-time), and optimize advertising campaigns. Chatbots and virtual assistants will become essential to the customer experience, automating interactions and support.
Predictions for 2025 include:

- **Enhanced segmentation algorithms:** AI will enable the creation of more detailed customer segments, ensuring precise audience targeting. 
- **Personalized recommendations:** AI will facilitate [**hyper-personalized**](https://altcraft.com/blog/customer-segmentation-models) offers based on user behavior analysis.

In the near future, AI is expected to process significantly more information. It won’t just gather purchase data but will analyze user behavior across platforms, identify emotional reactions to advertising materials, and even predict future needs. For brands, this heralds a new era—an era of hyper-personalization. Companies will be able to offer customers solutions and products before they even recognize their own desires.

### Generative content

The generative AI segment is experiencing exceptionally rapid growth, with an annual increase [**of 73.3%**](https://www.idc.com/getdoc.jsp?containerId=prUS52530724). This is twice the rate of overall AI investments and 13 times faster than the general growth of the information technology sector.

AI will continue to be actively used not only for analytics but also for content creation. This includes texts, images, videos, and even audio, all generated based on specific parameters and data. In recent years, the idea of tools like ChatGPT has become commonplace. AI is already capable of creating articles, graphics, and even entire marketing campaigns tailored to the preferences of target audiences.

**Trends in generative content for 2025:**

- **AI-powered video creation:** Generative models will be widely used for producing video content, such as clips featuring virtual presenters or videos edited entirely by neural networks.

<Img
img="/uploads/enerativniy_kontent_999469528c.png"
alt="The Altcraft team has implemented video generation for blog articles"
src="The Altcraft team has implemented video generation for blog articles"
/>

- **Interactive elements:** Generative content will increasingly incorporate more complex elements, such as surveys, quizzes, tests, and much more. 
- **Augmented reality (AR) and virtual reality (VR):** Generative technologies will become an integral part of AR and VR marketing campaigns. They will create engaging experiences for users, enabling them to interact with products in a three-dimensional space.

<Gallery>
<GalleryItem
original="/uploads/ar_78703ca63b.jpg"
thumbnail="/uploads/ar_78703ca63b.jpg"
description="Implementation of AR-application for ornamental crops nursery"
/>
<GalleryItem
original="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
thumbnail="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
description="The Tiffany & Co brand has been using virtual fitting for a while now"
/>
</Gallery>

### Data privacy and marketing automation

Data protection in 2025 remains one of the key trends as digital technologies become an integral part of our lives. Safeguarding users' personal information is no longer just a legal obligation but a critically important factor influencing consumer trust and brand reputation. Data breaches raise serious concerns among users, and the number of threats to personal information continues to grow each year. Therefore, secure data storage is a top priority for companies.

There is also a noticeable trend toward abandoning cookie collection. For instance, Google [**announced**](https://support.google.com/google-ads/answer/14762010?hl=en&sjid=8505648233251381739-EU) the end of third-party cookie support in its Chrome browser by 2025. This marks the beginning of a new phase in online advertising and data privacy. As a result, companies will need to update their marketing strategies and focus on [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data). This can be achieved through owned channels such as loyalty programs, corporate websites, email marketing, and mobile applications.

In this context, customer data platforms (CDPs) become especially important as they integrate user information from various sources into a unified, profiled database. Selecting the right tools for this process is also critically important. CDPs like [**Altcraft**](https://altcraft.com/en) offer the capability to collect, store, and analyze consumer data, which in turn facilitates more effective customer engagement and minimizes risks associated with data breaches.

<Note>
Data automation was covered in detail [**in the article**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development).
</Note>

### Microtargeting through IoT (Internet of Things)

With the growing number of connected [**IoT**](https://altcraft.com/glossary/iot-what-it-is-and-how-its-used-in-marketing) devices, companies are expected to collect vast amounts of consumer data. Applying machine learning and artificial intelligence methods to analyze this data will enable more precise audience segmentation and consumer behavior prediction. For example, devices will become more predictive in selecting temperature settings, lighting preferences, or even musical choices based on user habits.

Advertising through IoT will feel more natural due to its integration into people's daily activities. Even now, a recommendation reminding someone to buy new water filters is perceived more as helpful information rather than intrusive advertising.

IoT technologies are already being used to determine users' locations through geolocation. For instance, when someone walks past a store, they might receive a notification about discounts or special offers.

IoT-based advertising, relying on precise targeting and data analysis, has the potential to significantly increase [**ROI**](https://altcraft.com/blog/roi-romi-roas-difference). More targeted marketing leads to higher engagement and, consequently, an increase in sales.

### Short videos, UGC, and EGC

Short vertical videos will remain popular in the coming year. They continue to be one of the key tools in companies' marketing strategies.

User-generated content (UGC) will also gain momentum as brands strive to build more genuine and honest relationships with their customers. Companies will integrate UGC to increase trust and engagement, as potential customers tend to trust the opinions of other users more.

<Img
img="/uploads/ugc_trends_b19a1af6c4.png"
alt="Lululemon’s UGC"
src="Lululemon’s UGC"
/>

In addition to UGC, companies will continue to adopt EGC (employee-generated content). This format involves not just employees, but key staff who have an in-depth understanding of the brand, its values, and culture. They share their perceptions of the product and provide insights into their personal experiences working with the company. This type of content is perceived by consumers as more genuine and trustworthy.

<Img
img="/uploads/egc_2daa92cede.jpg"
alt="For example, Anthropologie is actively using the EGC format for TikTok"
src="For example, Anthropologie is actively using the EGC format for TikTok"
/>

## Summary

All in all, success in digital marketing in 2025 will directly depend on how quickly companies can adapt to changes and implement new technologies and approaches. Key trends will remain artificial intelligence and machine learning, which will complement and enhance each other. Neural networks will play a crucial role not only in data analysis but also in developing recommendations for more effective customer engagement across various touchpoints — from social media to offline stores and email campaigns. Marketing automation and an omnichannel approach will continue to be essential trends in handling large amounts of data, helping companies create more personalized customer experiences. Tools like Altcraft Platform will become reliable assistants in this process.



In 2025, digital marketing will rely on AI, machine learning, and omnichannel approaches to deliver personalized, data-driven customer experiences.

trendy-2025.png

About what trends lie ahead in 2025 and what to expect from the marketing of the future.

Trends 2025 in AI and Digital Marketing & Business

Trends for 2025: What Does the Future Hold for Digital Marketing

<Img
img="/uploads/digital_marketing_b059d225a4.png"
alt="Digital Marketing Trends '24: Personalization, AI, and More"
/>

While artificial intelligence continues to integrate into digital marketing, the trends in 2024 will shift towards human-centric approaches. Technologies will remain fundamental to online promotion but will serve as assistants to marketers in content creation, forecasting, and intensified personalization.

The upcoming year's trends will focus on user engagement and building customer relationships. Digital promotion will become more targeted and thought-out.

Let's delve into the specifics of digital marketing in 2024.

## Human-centricity

The use of robots for content creation and user communication was meant to streamline marketing efforts and enhance brand positioning. However, it often leads to the opposite effect: people become less engaged when they realize that the text was authored by artificial intelligence or the image was generated by [**a neural network**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life). According to research findings, [**over half of users**](https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en) react this way.

Furthermore, there's a growing amount of information inundating audiences with offers and news, leading to fatigue.

Therefore, in the coming year, brands should shift focus from pressuring customers with constant 'buy' messages to building trustful communication—creating emotions and demonstrating values. This approach can help establish a strong connection with the audience.

## Personalization 

Consumers [**expect**](https://www.statista.com/statistics/1415837/customer-expectations-for-better-personalization-worldwide/#:~:text=Circumstances%20under%20which%20consumers%20expected%20better%20personalization%20worldwide%202023&text=In%202023%2C%20around%20three%2Dquarters,more%20personal%20data%20with%20businesses.) brands to intensify [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) due to technological advancements and increased spending on companies' products. Therefore, individualized approaches will strengthen in 2024.

Offers based on purchase history, customer preferences, and online behavior are set to become the norm for brands aiming to remain relevant and retain their audience. Flexibility and omnichannel presence are also crucial: communication channels must be convenient for customers.

An added benefit will be personalization in offline touchpoints, where a salesperson can access information about a customer's orders when they visit a store.

In online personalization, the accuracy of offers sent through email services and messaging platforms will increase.

## Advertising within marketplaces and apps

Major retailers, marketplaces, and aggregators are already positioning themselves as comprehensive advertising platforms and are creating their own retail media. They publish brand advertisements and generate revenue not only from listing products on their platforms.

Various formats are used: simple banners, story posts, articles, reviews. For instance, on Facebook Marketplace (owned by Meta, deemed extremist in Russia), paid-promoted items appear among general product listings.

<Img
img="/uploads/advertising_within_marketplaces_1a1242838f.png"
alt="Advertising within marketplaces"
/>

This format will continue to evolve because advertising in online sales points is effective: marketplaces attract people who are already prepared to make a purchase.

## Interactivity 

Content that users interact with enhances engagement, increases viewing time, and drives users through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Interactivity is a way to stand out in the information flow.

This method of promotion in digital marketing will remain relevant in the upcoming year. Interactive formats include quizzes, surveys, and animations that respond to user actions.

<Img
img="/uploads/social_media_game_from_a_brand_b5f2e48294.png"
alt="Social media game"
src="An example of a social media game from a brand"
/>

## Marketing technologies

Machine learning, AR, VR, artificial intelligence, and neural networks are making headlines in the marketing world every day. These are new tools that generate text, create designs, and produce images and videos.

Machine learning tools predict trends and consumer behavior, AI processes customer information and identifies patterns. The integration of these technologies is unstoppable, so automation in marketing will remain relevant in the coming years and beyond. For instance, the AI technology market for marketers is projected [**to reach $145 billion**](https://www.precedenceresearch.com/artificial-intelligence-in-marketing-market) by 2032.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) will become smarter, capable of engaging in more effective real-time dialogues. This will expedite issue resolution for customers and increase loyalty.

[**Voice search**](https://altcraft.com/blog/voice-search) will become more sophisticated, changing the approach to SEO optimization. Brands will need to incorporate long-tail keywords and even entire phrases mirroring natural speech into their content.

Another trend in the coming year is CGI advertising, where realistic, oversized brand products are inserted into real-world videos using computer graphics. For instance, in a Jacquemus brand ad, a bag might replace a tram traveling through the streets of Paris.

<Img
img="/uploads/jacquemus_brand_281d7aed38.png"
alt="Jacquemus brand ad with a bag traveling around Paris"
/>

## Data security

In 2023 alone, Russia experienced dozens of data breaches from databases of major companies. Such incidents decrease user trust. In 2024, threats to personal information will increase, making secure data storage a priority for companies.

While a few years ago, brand claims about preserving customer information were not frequently part of advertising promises, today, it has become an essential element of promotion.

This trend is also associated with policy changes regarding data collection ([**GDPR**](https://gdpr-info.eu), [**CCPA**](https://learn.microsoft.com/en-us/compliance/regulatory/ccpa-faq)). Obtaining third-party information from browsers and other sources has become more challenging. Therefore, brands are emphasizing [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data) collected directly from customers.

## Continuing diversity trends 

The world continues to embrace diversity — recognizing individuals of different genders, ages, nationalities, and health conditions while advocating against discrimination. This trend is evident in brand content. Photos now feature not only models with ideal figures and faces but also ordinary people we encounter in our daily lives. This trend is especially pertinent for the female audience, which has historically faced stringent beauty standards — slenderness, youthfulness, and smooth skin.

Diversity will persist and expand the audience for brands willing to engage with various people in their advertising.

For instance, on the Victoria's Secret account, known for its flawless "angel" models, there are now women of different body sizes. Likewise, the jewelry brand Viva la Vika showcases the hand of a mature woman to display one of its accessories, indicating an orientation towards diverse age groups.

<Gallery>
<GalleryItem
original="/uploads/diversity_trends_by_victorias_secret_587cdfa425.jpg"
thumbnail="/uploads/diversity_trends_by_victorias_secret_587cdfa425.jpg"
/>
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original="/uploads/diversity_trends_by_vivalavika_6266060a6c.jpg"
thumbnail="/uploads/diversity_trends_by_vivalavika_6266060a6c.jpg"
/>
</Gallery>

## Influencer marketing

Promotion through bloggers and other influencers is gaining momentum. [**The influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) market reached [**$21.1 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2023, a significant increase compared to [**$16.4 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2022.

The trend of collaborating with micro-influencers—individuals with a small but engaged audience—will continue. Zoomers (users born in the 2000s and 2010s) are actively entering the online space and becoming bloggers themselves.

At the same time, advertising by bloggers is becoming more and more native: it is integrated into the content, sometimes into story clips.

<Gallery>
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original="/uploads/collaborating_with_micro_influencers_6df2216326.png"
thumbnail="/uploads/collaborating_with_micro_influencers_6df2216326.png"
/>
<GalleryItem
original="/uploads/promotion_through_bloggers_3cfc0d9187.png"
thumbnail="/uploads/promotion_through_bloggers_3cfc0d9187.png"
/>
</Gallery>

More influence will be wielded by influencers who don't position themselves as bloggers but have an audience. The goal for these individuals isn't to profit from their media presence but to create content. Hence, their recommendations are trusted more.

## Video content

The speed of content consumption favors [**the video format**](https://altcraft.com/blog/video-marketing-for-brand-promotion), which is easy to watch on the go, holding just a phone. All major social media platforms have introduced separate feeds for vertical videos: YouTube Shorts, VK Clips, Reels on Instagram (owned by Meta, prohibited in Russia), as well as on “Dzen”. Telegram launched 'Stories', where users can upload short video clips.

<Gallery>
<GalleryItem
original="/uploads/marketers_advertising_in_video_content_a6d0d24eb1.png"
thumbnail="/uploads/marketers_advertising_in_video_content_a6d0d24eb1.png"
/>
<GalleryItem
original="/uploads/influencers_mastered_video_content_57895a5c4d.png"
thumbnail="/uploads/influencers_mastered_video_content_57895a5c4d.png"
/>
</Gallery>

In the future, brands will continue adapting their content for short videos. Today, videos feature product reviews, [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works), and user tutorials. Major YouTube creators promote their longer horizontal videos through short-form content like Shorts.

Storytelling is gaining momentum — it's a method of engaging and intriguing the audience while promoting products through video narratives.

<Img
img="/uploads/marketing_by_Kate_Spade_handbags_120a80e82f.png"
alt="Marketing by Kate Spade handbags and accessories"
src="Example of marketing by Kate Spade handbags and accessories"
/>


Kate Spade New York is a good example of storytelling. The series follows Anna Kendrick's escapades in a hotel, integrating the brand's products seamlessly. Throughout, she exclusively features Kate Spade handbags and accessories. This fictional narrative effectively promotes the brand while entertaining the audience, showcasing how a relatable storyline and credible portrayal can enhance brand credibility.

Long-form videos will remain a tool for digital promotion as well. [**Billions of hours**](https://www.demandsage.com/youtube-stats/#:~:text=YouTube%20has%20more%20than%202.70,via%20its%20Website%20and%20Apps.) of YouTube video views prove that the familiar horizontal format isn't going anywhere.

## Conclusion

In 2024, digital marketing will become more human-centric: brands will shift focus towards building trusting relationships and pay more attention to customer experience. Personalization will reach new levels. There will be increased emphasis on the security of personal information that customers entrust to brands.

The backbone of digital marketing will continue to be AI, AR, VR technologies, neural networks, and machine learning, necessary for content creation and data processing.

Influencers remain influential. Bloggers with smaller audiences will become more appealing to advertisers.

Vertical videos continue to gain popularity for their easy consumption, but long-form videos will remain popular too. Brands will continue launching interactive ad campaigns to engage users and actively advertise on marketplaces.



Explore the future of digital marketing in 2024, where AI enhances human-centric strategies, focusing on engagement and personalized customer relationships.

digital-marketing.png

In this article we will look at what trends await us in marketing in 2024.

Digital Marketing Trends '24: Personalization, AI, and More

Digital Marketing Trends for 2024

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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