The future is brimming with possibilities due to the latest advancements in technology.
It's hard to believe it's been 25 years since Google Search launched, allowing people to type in their questions and get answers within seconds.
Today, we can search in many ways, including images, voice, and even snapping a picture of what you want to buy. AI is supercharging Search and unlocking its full potential with new capabilities, such as AI overviews and Circle to Search.
Now, imagine the possibilities that lie ahead.
I invite you to explore the top digital marketing trends and predictions for 2025. Google visionaries from across Europe, the Middle East, and Africa have contributed to this article, to get you excited for what is next:
Measure up in 2025: The resurgence of the marketing mix model
Media fragmentation, increasingly tight budgets, and ongoing privacy changes are putting media effectiveness in the spotlight for 2025.
Marketing mix models (MMMs) have always played a critical role here, helping brands cut through the noise to understand what's really working in driving business impact.
However, there is a growing need — and demand — for more granular and actionable insights.
Once complex and costly, today's MMMs are smarter, faster, and offer a holistic view of cross-channel performance.
Here’s what’s new for 2025:
- More granular: Modern MMMs can merge with other methodologies, such as incrementality testing and attribution, to provide more granular media insights.
- Wider availability: Google's Meridian — an open-source MMM with access to both Google and YouTube data — is set for global rollout in early 2025 to meet the demand for a transparent and robust measurement solution.
- Quicker insights: Today's MMMs can provide real-time insights, enabling swift responses to changes in the economy and demand. Additionally, Meridian extends MMM capabilities to encompass always-on channel Search to provide a view of marketing performance previously unattainable.
2025 is the year to master measurement. Start by aligning on KPIs, mapping your media spend, and building an experiments calendar. Measurement is an ongoing process, requiring continuous learning and optimisation to unlock your marketing's full potential.
The AI agent: Your “Chief Simplifier Officer”
If 2024 was the year of large language models, then 2025 is that of AI agents. These are intelligent software systems that can process multimodal information, which allows the agent to show reasoning, adapt, and think several steps ahead to help manage complex workflows.
Think of it as your “Chief Simplifier Officer”.
In marketing, AI agents can help with the complexities of managing and processing data. Many companies still have data spread across different systems, often in silos. Knowing where the right data is and bringing it together can take a lot of technical capabilities, such as creating a data lake. An AI agent can cut through this complexity.
For example: home improvement company Kingfisher, which owns brands such as B&Q and Screwfix, combined their recommendation engine and Vertex AI Search with enterprise data and conversational AI. This helped the company build an AI agent that can use text, voice, images, and video to help customers and employees quickly get the information they need.
The spread of AI agents will accelerate massively in 2025 as they become more accessible and easier to build. In the past, you had to change your information system to adopt technology, but AI agents put autonomous intelligence at your fingertips, empowering you to seamlessly integrate AI into your operations.
Shoppable video: People shop what they see
Social commerce revenues are forecasted to surpass $1 trillion USD by 2028. And with people increasingly buying what they see — 62% of viewers in the U.K. agree that YouTube helps them decide what to purchase1 — shoppable video presents a great opportunity for brands in 2025.
Marketers looking to tap into this trend should:
- Set up shop: Make YouTube videos shoppable by linking them to your Google Merchant Feed and adding product feeds to video campaigns. This will allow viewers to purchase products directly from videos.
- Turn ads into storefronts: Use Demand Gen campaigns with product feeds to amplify this approach and turn ads across YouTube and Google's most visual surfaces into a virtual storefront. This will help more people discover your brand and products, driving them towards the point of sale.
- Partner with creators: Leverage creators' authentic voices in partnership ads to engage users and extend reach. Then make these ads shoppable by adding the product feed, which makes the purchase just a click away.
By adopting shoppable video, marketers can create engaging and effective shopping experiences that drive sales and build brand long-term loyalty.
Mindful marketing: The antidote to decision distress
People want a break from information overload. Search interest in "dopamine fasting" has skyrocketed by 6X this year, with people actively seeking refuge from overstimulation. Furthermore, two-thirds of consumers admit they delay or avoid making decisions when faced with too many options or information.2
This presents a unique opportunity for brands to cut through the noise and forge more meaningful connections. Instead of overwhelming consumers, take a more mindful approach to your marketing.
To achieve this, prioritise your data strategy. Collecting and analysing consented customer data is crucial to understanding people’s individual needs and preferences. This allows you to deliver hyper-relevant experiences, rather than bombarding people with unsuitable information.
Take inspiration from innovative brands like Or Whatever, a South Korean brunch restaurant that has designed its space to foster genuine human connection in the face of digital isolation.
By embracing mindful marketing, prioritising customer wellbeing, and using consented and relevant data to personalise your approach, you can alleviate decision fatigue and build authentic relationships that drive lasting loyalty.
In 2025, make "less is more" your mantra and watch your brand truly connect with your audience.
App marketing 3.0: The AI-powered evolution
The app landscape has evolved dramatically in recent years as we've moved from prioritising installs to focusing on daily active users. 2025 will be all about driving specific actions within the app, such as spend, in-app discovery, and live chats.
Brands are increasingly turning to AI to drive these in-app interactions. Take Duolingo’s Birdbrain and Spotify’s AI DJ, which both enhance the user experience to encourage engagement within their apps.
This presents a great opportunity for developers. Imagine combining AI with tried-and-tested methods, such as push notifications and subscription models, to guide users towards desired actions.
To succeed in this new era:
- Clarity is key: Showcase the value of your AI-powered features on your app store page and in your ads.
- Reach the right users: Not all downloads lead to in-app actions. Refine your strategy to reach users who are most likely to engage, such as those who have shown interest in similar features in the past or are more likely to make in-app purchases.
The future of app marketing is here. Embrace AI, understand your users, and watch your in-app interactions soar.
Beyond profit: The ethical imperative in marketing
Ethical marketing isn't just a trend, it's the foundation for long-term success. And it’s becoming increasingly important to make marketing long-term sustainable from an environmental and social perspective.
Here are three key areas where brands can lead the way in 2025:
- Sustainability: With 85% of people experiencing the disruptive effects of climate change, the demand for sustainable products is growing. Consumers are willing to pay more for sustainably produced or sourced goods, and new EU regulations mandate transparency in sustainability reporting. In 2025, brands need to prioritise sustainable practices and communicate their commitment clearly.
- AI: While AI offers exciting possibilities, there is a mix of excitement and concern if generative AI is not “done right”. If content is AI-generated, clearly label it as such. Building trust through transparency will be paramount to AI success.
- Inclusivity: Consumers are 6X more likely to purchase a product or service if an ad is perceived as inclusive. By adopting the All-In inclusive marketing toolkit, you can ensure that your creatives and audience strategies actively counteract biases rather than strengthen them.
By embracing ethical marketing practices, brands can foster trust and loyalty whilst also building a more sustainable and equitable future for all.
