2025: What’s on the Horizon?
As 2024 winds down, we look to the horizon of 2025, a year projected to redefine digital marketing. To anticipate the trends ahead, we asked our team leads, managers and executives to share their insights on what’s next for the industry.
George Gavalas, General Manager of Client Services: The Continued Growth of Generative AI
George says that with the rollout of AI Overviews, SEO’s role as a marketing channel will gain increased importance. “We’ll also see tools to monetise AI Overviews—a logical next step for Google,” he adds.
According to George, traffic sources will increasingly diversify, presenting modest challenges to Google’s established dominance. This evolution will see alternative platforms gradually carving out a portion of the market share, even as Google’s influence remains significant.
Peter Gavalas, General Manager of Business Operations: Mainstreaming AI and Automation
Companies are adopting AI tools like Microsoft Copilot to automate tasks. Peter acknowledges, “The initial learning curve will be steep, but these tools will improve efficiency and expand skillsets.”
The vast promise of AI and automation comes with potential risks, including data leaks. Companies must establish strong AI policies and provide comprehensive employee training to responsibly manage and protect sensitive data.
Nicole Ryan, Senior Media Strategist: Dynamic Creative Optimisation (DCO) Takes Centre Stage
Nicole explains, “Personalisation is everything. DCO allows advertisers to deliver thousands of tailored, relevant ads at scale using real-time data.”
A recent IAB study shows that 90% of consumers prefer personalised ads, and 87% engage more with ads featuring relevant products. This consumer preference, combined with the need for cost-efficient strategies, is driving DCO adoption. Real-time adjustments to campaigns maximise engagement and conversions.
Clay Cook, CEO: The Evolution of AI Agents
AI agents are transforming workflows and customer experiences. Clay predicts, “AI agents will evolve into decision-makers, not just task-doers. Their adaptability will redefine productivity and engagement, from acting as virtual project managers to delivering real-time customer support.”
Clay envisions these advancements as incredibly transformative for the retail and healthcare sectors. He explains AI’s ability to personalise experiences will transform numerous sectors.
While virtual shopping assistants and proactive health management systems are prime examples, these advancements represent just a fraction of AI’s potential to improve efficiency and satisfaction across diverse industries.
Sarah Salameh, SEO Manager: Personalisation in Search
Personalised search is becoming increasingly significant. Sarah observes, “AI now drives predictive results tailored to online behaviour, interests, and engagement.”
This evolution demands a user-first approach. Crafting content that speaks to individuals is critical, with success depending on becoming an integral part of users’ unique digital journeys.
Bronagh Spence, Content Manager: Balancing AI and Human-Generated Content
AI continues to reshape the content landscape. Bronagh says, “While AI-generated content will streamline workflows, the need for authentic, human-driven narratives will grow. Videos, product reviews, interviews, and podcasts will be pivotal for building emotional connections and fostering loyalty.”
To stay competitive, brands must prioritise resonant storytelling, blending automation with a human touch to captivate audiences.
Jonette Brooking, Head of Client Services: The Rise of the Metaverse and Virtual Reality Marketing
Virtual environments promise to transform digital marketing strategies.
Jonette explains, “Brands must prepare for immersive experiences within the metaverse. Virtual reality (VR) will enable product demonstrations, interactive storytelling, and branded virtual spaces, unlocking deeper engagement with audiences.” Emerging tools tailored to VR content creation and analytics help companies track engagement and ROI more effectively.