This year, online marketing continues to evolve rapidly, adapting to new technologies and consumer content preferences. To successfully promote brands, business owners must take into account key trends that determine the direction of marketing strategies. In this article, we will analyze the main trends that form the basis of internet marketing in 2025.

Integration of artificial intelligence (AI) into online marketing

In 2025, artificial intelligence (AI) is becoming a steady trend and continues to be actively implemented in all marketing processes of companies, significantly affecting their efficiency and effectiveness. For example, AI allows analyzing large amounts of data in real time, which contributes to a deeper understanding of customer behavior and needs. This, in turn, makes it possible to offer personalized solutions that increase customer satisfaction and loyalty.

The trend towards the integration of artificial intelligence and machine learning facilitates work in the following areas of modern online marketing:

• content generation: AI is able to create texts, images, and videos that meet the interests of the target audience. This accelerates the appearance of new relevant content on advertising platforms (website, social media, etc.) and ensures its relevance;
• Automation of routine tasks: tasks such as segmenting the target audience, setting up newsletters, and managing social media campaigns are easily performed by artificial intelligence, which frees up time for specialists to implement strategic tasks;
• optimization of advertising campaigns: AI analyzes the effectiveness of various promotion channels, allowing you to adjust strategies in real time to achieve the best results;
• creating predictive analytics: using historical data, AI can predict future trends in online marketing and consumer behavior, which helps in planning marketing activities;
• Personalization of customer service: automated analysis of customer preferences and behavior allows you to make individual offers to each potential or actual customer and improve brand interaction;
• Integrating AI into chatbots and voice assistants: Enables more natural and efficient communication with customers across multiple channels, increasing customer satisfaction and the percentage of completed transactions.

Despite this trend and AI’s broad capabilities, it does not replace human creativity and strategic thinking. Automation of certain points in the implementation of a marketing plan helps marketers and other IT professionals work faster and more efficiently. However, strong and profound ideas are still created by people, and AI helps to bring them to life.

Enhancing personalization with AI

The personalized marketing trend is not new and will continue in 2025. Today, users expect an individualized approach from brands. The use of AI and machine learning helps to adapt content and communication to each customer and increase sales. Marketers automate the analysis of user behavior and the history of interaction with the brand, and then create customized offers and improve the user experience.

Let’s take a look at this trend in online marketing on the example of well-known companies.

Netflix

We applied the trend in the following way:

1. AI analyzes viewers’ behavior, i.e. it takes into account all the movies, TV shows, viewing time, and other factors;
2. Netflix creates personalized recommendation lists to make visitors more interested in the platform and stay on it longer.

Amazon

Amazon is a very vivid example of the successful integration of artificial intelligence into online marketing. They use the trend to dynamically adjust prices: on the e-commerce platform, prices change depending on the demand for the product, existing competition, and so on. This approach ensures the company’s competitiveness and revenue maximization.

In addition, Amazon has an AI-optimized search engine that works faster than the usual one and adapts search results to individual customer preferences. For example, if a user has recently browsed products of a certain type or brand more often, similar products will appear at the top of the search results. It’s as if the platform understands what the customer wants, and it’s a great way to encourage them to make as many purchases on Amazon as possible.

Thus, we can see that the personalization trend is manifested in the use of dynamic content on websites. This also applies to email newsletters, where the content is adapted to the interests and behavior of a particular user. This may include product recommendations, personalized offers, and content based on previous interactions with the brand.

Voice search as an element of sales influence

With the increasing use of voice assistants such as Alexa, Google Assistant, and Siri, the trend for integrating voice search is growing.

In 2025, voice search will become an integral part of everyday life, and companies must adapt their marketing strategies to this trend. Optimizing content for voice search will be just as important as traditional SEO optimization. For example, to optimize your website, you should:

Brands need to adapt their messages to spoken language and provide concise and valuable information that can be easily conveyed by voice assistants.

In addition, interactive voice advertising and the ability to make purchases using voice commands open up new ways to attract customers and increase conversions by emphasizing convenience and speed of interaction.

Popularization of AI content

Tools like Jasper and MidJourney help marketers create content faster. The trend for AI content has been developing for several years, and according to , Gartner predicts that by the end of 2025, AI will produce 30% of all digital content.

This trend is being implemented in marketing for:

• quickly generate advertising and other text materials for various platforms;
• generating graphics, infographics, and videos;
• content scaling, i.e., the rapid creation of a large number of drafts of future materials that help content teams in companies to update blogs on websites, social networks, etc.

According to analysts, this year artificial intelligence will learn to better adapt content to the brand’s Tone of Voice, which will significantly reduce time and save resources for companies.

Increase the value of user-generated content (UGC)

The trend is popular because User-Generated Content (UGC) is becoming increasingly important in marketing strategies. UGC is authentic and can inspire trust in the audience. Platforms such as Instagram and Facebook are actively supporting this trend by providing opportunities for the creation and distribution of user-generated content.

Brands are encouraging their customers to share honest feedback about the product, which significantly increases the level of engagement and loyalty of the target audience. Ultimately, the trend leads to higher customer retention rates and more repeat purchases.

Development of social media marketing

The social media trend is reaching its peak. Social networks continue to evolve into complex ecosystems that combine entertainment, news, information, and shopping opportunities. Platforms such as Facebook, Instagram, and TikTok are becoming the main channels of interaction with the audience, offering tools for promotion and sales.

In 2025, social media will become the key marketing areas and trends:

1. development of social networks as search platforms. More and more users are searching for goods and services directly on social media rather than through traditional search engines. This requires brands to adapt their content to social media search;
2. growing popularity of short videos. Short videos (Reels, Shorts, TikTok) will continue to dominate, which requires companies to actively use the trend of video publishing for promotion;
3. social commerce (S-Commerce). Integrating online shopping into social networks allows users to make purchases without leaving the platform. This makes social media marketing even more effective.

To succeed, marketers need to adapt their strategies to this trend by creating content that resonates with their audience and drives engagement.

Increase investment in influencer marketing

Influencer marketing is steadily gaining trend status. Brands are increasingly turning to influencers to promote and popularize their products. In 2025, the main focus will shift to long-term partnerships and the creation of video content with native advertising, which promotes deeper interaction with the audience.

Bloggers with large active audiences have been approached by companies quite actively in previous years, but now there is a new trend in this area: the growing popularity of micro- and nano-influencers. Social media visitors increasingly trust small bloggers with a niche audience because their content is perceived as more authentic and natural compared to the posts of celebrities. In addition, influencer marketing is now more interactive, meaning that influencers are more likely to host live broadcasts, hold challenges, and publish UGC content. All of this strengthens the connection with subscribers and trust in the blogger.

Another important trend in influencer marketing is the growing importance of brand values. Subscribers stay with a blogger if their values coincide, and today, issues of environmental friendliness, inclusiveness, and social responsibility are becoming more and more acute. Thus, influencer marketing is becoming one of the most effective tools for interacting with a modern potential client and the trend of 2025.

Implementation of AR and VR technologies

Augmented Reality (AR) and Virtual Reality (VR) technologies have become much more accessible to ordinary users and are becoming a trend in 2025. Therefore, they are also gradually being implemented in marketing by companies to create an interactive and immersive user experience.

The trend for AR and VR technologies has started to be used in the following areas.

Create virtual fitting rooms. Fashion and cosmetics brands (e.g., IKEA, Sephora) use AR to allow customers to try on clothes, accessories, or makeup before buying without wasting time going to offline stores.

• Create interactive ads. Campaigns with AR filters and effects on Instagram and Snapchat allow users to interact with the brand in a new format.
• Create entire meta-universes and digital showrooms. Brands are creating virtual stores and spaces where customers can explore products and evaluate their benefits in 3D.

The use of AR/VR helps to stand out from the competition because it is not yet a mass phenomenon. Therefore, it is worth taking advantage of the trend right now.

Growing importance of sustainable and ethical marketing

Customers are increasingly paying attention to the environmental and social responsibility of brands. Sustainable and ethical marketing is gradually gaining even more importance and becoming a trend. Companies that demonstrate a commitment to such marketing gain more trust and loyalty from customers. Marketing strategies that emphasize the company’s values and contribution to society are becoming a key element of successful promotion.

Consumers expect brands to be transparent in their actions, environmentally responsible and socially just. For example, brands that use environmentally friendly materials for the manufacture of goods, support fair trade or participate in social initiatives, i.e. actively implement this trend, already have a competitive advantage today.

Developing marketing in the field of streaming video and podcasts

The trend for streaming video and podcasts continues to grow, and the integration of advertising into these formats allows companies to engage their target audience in a more natural way, making the content relevant and unobtrusive. Data and audience segmentation help to tailor advertising messages to the interests of users, increasing their effectiveness, so streaming video and podcasts are also on the list of marketing trends for 2025.

These trends make streaming video and podcast marketing the most important promotion tool that combines personalization, engagement, and organic delivery of advertising content.

Increasing the role of data and analytics

In 2025, analytical data will become the basis for marketing decisions and strategy changes. Collecting, analyzing, and correlating even more data on customer behavior on platforms allows for more accurate and effective marketing plans. Analytics tools help track campaign results in real time and identify trends. This way, marketing professionals can adapt to changes in the market even faster, so they are actively using this trend.

The use of big data, machine learning, and artificial intelligence allows for the creation of personalized offers, optimized pricing, and improved customer experience. However, it is important to consider privacy and ethical issues when collecting and using data, ensuring transparency and compliance with consumer rights.

Conclusion: how online marketing will change in 2025

Marketing in 2025 will focus on artificial intelligence, an even more personalized approach to customer interaction, trust, and interactive content. Brands that embrace new trends, quickly adapt to changes in consumer behavior, and adhere to ethical standards will gain a competitive advantage today.

Pavlo Vlasiuk

CMO

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