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Imagine knowing exactly where digital marketing is headed in 2025, giving you an edge over your competitors. While I don’t have a crystal ball and can’t predict the future with 100% certainty, over the past 20 years in business, I’ve been pretty good at spotting trends and, as Wayne Gretzky puts it, “skating to where the puck is going to be.” So, let me share with you what I believe are the top 5 digital marketing trends for 2025.
Trend #1: Artificial intelligence – doing more with less
Artificial intelligence (AI) is no longer just for big tech companies. It’s becoming an everyday tool that businesses of all sizes can use to save time and get more done with less effort. Think of AI as your faithful digital assistant, handling tasks that would normally take hours so you can focus on what really matters. It’s like having a team member who never gets tired, works around the clock, and never needs a coffee break.
Here are some ways AI can help your business:
Idea generation and brainstorming
How many times have you stared at a blank page, unsure of where to start? AI tools like ChatGPT can help you break through writer’s block and generate fresh, creative ideas for content. For example:
- A personal trainer could use AI to quickly generate ideas for social media posts, like fitness tips or mini workouts.
- A wedding planner might ask AI for unique wedding theme ideas that will wow their clients.
Copy creation and editing
Writing high-quality copy takes time, and sometimes you don’t have time to nitpick every single word or phrase. AI can help you create and refine content faster. For example:
- A local boutique could use AI to write email subject lines that drive sales, like “10 New Arrivals You’ll Love This Fall.”
- An accountant might use AI to craft professional blog posts explaining tax tips for small business owners.
Custom chatbots for your website
Responding to common questions can eat up hours of your day. AI-powered chatbots can handle this for you. Imagine:
- A chiropractor setting up an AI chatbot to answer questions about office hours, insurance coverage, or new patient intake forms.
- A small business using a chatbot to schedule appointments and provide 24/7 customer support.
Voice transcription and summarization
Have you ever been in a meeting or on a call and thought, “I wish I could remember everything that was just said”? AI tools can automatically transcribe and summarize your conversations, helping you quickly review the key points. This ensures you never miss that million-dollar idea because you couldn’t take notes fast enough.
Businesses that embrace AI will be able to do more with less, working faster, smarter, and more efficiently. On the other hand, businesses that don’t embrace AI could start to fall behind or even get left in the dust.
Trend #2: The continued rise of video
Video is becoming an essential tool for building trust and connecting with audiences. In 2025, I believe video will continue to dominate as one of the most effective ways to communicate your message and showcase your authenticity. It’s not just about what you say—it’s about how you say it. Video lets your audience see your body language, hear your tone, and connect with your personality, all of which play a huge role in how your message is received.
Here’s the opportunity: Even today, most businesses still haven’t fully embraced video, which means you have a chance to stand out. Here are some ways to use video in your business:
Welcome videos on your homepage
First impressions matter, and a homepage welcome video is a great way to connect with visitors immediately. For example:
- A family law attorney could use a short video to introduce themselves, explain their services, and assure potential clients that they’re in good hands.
Videos on YouTube
YouTube is the second-largest search engine, and publishing helpful videos gives your business another way to be found. For example:
- A landscaper could post videos demonstrating seasonal yard care tips.
- A CPA could create a video series answering frequently asked tax questions.
Personalized video messages
I’ve been doing this for years, and it’s a game changer. Whether it’s answering questions, explaining how something works, or creating a simple tutorial, a personalized video can help demystify the process. A short video is often faster and more engaging than sending a long, complicated email.
And here’s the best part: Your videos don’t have to be perfect or look like a Hollywood production. They just need to be authentic. What matters most is your message and approachability.
Trend #3: Being brilliant at basics
Lately, I’ve been noticing a shift. Many business owners seem burned out by constantly chasing the next big thing—whether it’s the newest social media platform or some hyped-up tool that ends up being a waste of time and money. I think 2025 will be the year when businesses say, “Enough is enough,” and refocus on the basics.
The basics might not feel sexy or glamorous, but they’re what move the needle. Here are a few examples:
Clear, compelling offers
Your audience needs to immediately understand what you do and how you can help them. Otherwise, they’ll just move on. For example:
- A financial planner could use simple, direct language on their website, like “Helping you build a retirement plan that lets you enjoy your life today and tomorrow.”
Consistent visibility
You can’t just show up once in a while and expect to stay top of mind. Instead, make it a habit to show up where your audience spends time, whether that’s through SEO, social media, or paid ads. For example:
- A local HVAC company could regularly post tips on Facebook for maintaining your furnace in the winter or run targeted ads during seasonal peaks.
Follow-up strategies
Not everyone is ready to buy immediately, and that’s okay. Following up consistently helps build trust over time. For example:
- An interior designer could email their list with before-and-after photos of recent projects, sharing inspiration without being pushy.
Measuring results and performance
You can’t improve what you don’t measure. Yet many businesses don’t even track basic stats, so they don’t know what’s working and what’s not. For example:
- A local gym owner could track which email campaigns drive the most signups or which social media posts get the most engagement. Then, they can double down on the winners and cut out what doesn’t work.
Being brilliant at basics is like football. The game is often won or lost at the line of scrimmage with blocking and tackling—even though that’s not what ends up on the ESPN highlight reel.
Trend #4: Offering lower-priced products and services
People today are more cautious than ever about how they spend their money. Sometimes it’s because of economic pressures. Other times, it’s the fear of making a purchasing mistake or just a reflex of thinking, “I don’t need that.”
That’s where lower-priced entry-level products and services come in. These give people a chance to test the waters with your business with minimal upfront risk. Once they experience the value you provide, it can open their eyes to other ways you can help them, including higher-ticket items.
For example:
- An accountant could offer a one-time $199 tax review service for small business owners. This low-commitment offer helps potential clients experience their expertise before committing to ongoing bookkeeping or tax planning.
- Here’s a real-life example from my own business: Back in 2013 or 2014, a client purchased a $300 service from me. After seeing what I could do, they asked, “Can you do this?” I said yes. Then they asked, “Can you do that?” I said yes again. Over the next few years, they ended up spending over $40,000 with me. That’s the power of earning trust and building a relationship by starting with a low-priced entry-level offer.
Trend #5: Rethinking your playbook
If you’ve been feeling like things in your business have gone a little flat or stagnant, you’re not alone. Many businesses are starting to notice that the strategies that used to work aren’t as effective anymore. In 2025, I believe more businesses will experiment with new approaches—not just to be trendy, but out of necessity.
The world is changing, and so are your customers’ expectations. Sticking with the “This is the way we’ve always done it” mantra might feel safe, but it could also be holding you back. Sometimes, even small changes can breathe new life into your business.
Here are a few examples of how to rethink your playbook:
Behind-the-scenes content
People love seeing how the sausage gets made. For example:
- A custom cabinet maker could post a video showing the detailed craftsmanship that goes into each piece. This kind of content humanizes your business and builds trust by showing the care and effort that go into your work.
Unconventional partnerships
Sometimes, teaming up with a complementary business can create opportunities neither of you could achieve alone. For example:
- A veterinarian and a local pet groomer could collaborate to create a “wellness and grooming package” that’s promoted in both businesses. This adds value for customers while introducing them to services they might not have considered before.
Infusing humor into your brand
A touch of humor can make your marketing stand out. For example:
- A plumber might create a lighthearted YouTube video titled “Top 5 Weirdest Things We’ve Found in Pipes.” It’s funny, memorable, and shows your human side while keeping your business top of mind.
Exploring new formats or tools
If you’ve been reluctant to try new things, now is the time to experiment. For instance:
- You could start a podcast to share your expertise, or publish videos to engage with a new audience.
- Or, consider exploring AI tools like ChatGPT to help with brainstorming, writing emails, or generating blog post ideas.
Change can feel intimidating, but the world is evolving. If you don’t adapt, you could get left behind. And remember, not everything you try will work—and that’s okay. As Dropbox co-founder Drew Houston famously said, “Don’t worry about failure; you only have to be right once.”
Conclusion
As we look ahead to 2025, digital marketing is set to evolve in exciting ways.
By embracing artificial intelligence, leveraging video, staying brilliant at the basics, offering lower-priced entry points, and rethinking your playbook, you can position your business for success in the year ahead. These trends aren’t about chasing the latest fad—they’re about making thoughtful, strategic changes that align with where the world is headed.
Change is never easy, but it’s often necessary. The businesses that stay ahead are the ones that adapt, innovate, and keep their focus on delivering value.
What small change could you make today that might set you up for big wins tomorrow? Now’s the time to think it through and take action.
