As the world continues to change and the most popular social and communication platforms change along with it, it’s easy to fall behind on the latest marketing trends.
One of the biggest causes of the increase in new marketing strategies and techniques is AI. The use of AI as a marketing tool and the implementation of artificial intelligence across so many platforms means that it is typically unavoidable for marketers, but this is something that you can use to your advantage once you understand how consumers respond to AI and the best ways to utilize it.
There are so many different aspects of digital marketing that keeping up can seem impossible, but using this as a guide will ensure you have the latest information that keeps your marketing strategy relevant.
Here are the latest trends and statistics for the different areas of digital marketing:
Social Media Trends & Statistics
Social media is one of, if not the most, relevant marketing platforms out there.
In fact, people spend around 14% of their lives on social media (Datareportal), so clearly this is a place where you cannot afford to be lacking when it comes to marketing. For consumers aged 18-44, social media stands out as the most preferred platform for discovering new products.
Tapping into what works and what doesn’t when it comes to social media promotion can be what sets your brand apart from others.
More importantly though, social media marketing can help you to reach the broadest possible audience because there are so many different demographics that have become accessible to you, even those you might not have previously considered.
Here’s what you should keep in mind when it comes to social media marketing.
1. Platform Popularity
Knowing which social media platforms are most popular for which demographics, and which are most popular overall can help you to dial in your marketing strategy.
X was previously one of the biggest social media platforms for consumers and marketers alike, but in 2025 there has been a shift away from the platform, with 67% of marketers choosing to focus on alternatives and 71% saying that, starting in 2023, they were spending less time on the platform.
Now, the battle for platform popularity growth is between Threads and Bluesky as marketers abandon X, primarily due to a lack of audience engagement.
Bluesky is an easy-to-use platform created by X’s former founder, and despite not being one of the most widely used platforms, it is growing in popularity because of its appeal to those looking for niche content.
Threads is a bigger platform based on people’s desire to break away from the saturation of video content and engage with lighter written content. The appeal of Threads is that the content feels organic, and businesses can use this platform to their advantage by marketing through authentic, organic interaction with your audience by posting short content that people will want to have an online discussion about.
2. Customer Collaboration
Collaborating with influencers has become something of a common practice for big brands to try to reach their customers using social media figures with the same target audience. While this strategy is still proving effective, many brands are trying to find new ways to draw the attention of their audience and one of the most valuable new strategies is collaborating with real customers.
By interacting directly with real consumers and allowing them to use their own creativity to promote your brand, you are building trust in your business by taking a community based approach, while also creating marketing assets that can be used as advertising on a variety of social media platforms.
63% of marketers have found that relatable content is extremely effective for their brand.
3. ECG is on the Rise
Employee-generated content is one of the best ways to build authority with your audience because you are fostering a human connection between your brand and the real people who are behind it, and the real people who would benefit from your product or service.
LinkedIn is one of the most underutilised social media platforms by marketers, simply because they don’t know the best ways to use it to appeal to their audience. Employee advocacy through ECG is the marketing strategy you should be implementing here, as people are looking for transparency, with 94% of consumers saying they are more likely to be loyal to a brand if they are authentic with their customers (Forbes).
With over a billion members, LinkedIn has been rated as the most effective lead-generation platform by 40% of B2B marketers, and ECG is the strategy to make sure your content is getting noticed there.
AI and AI Marketing Trends & Statistics
Artificial intelligence is a marketing tool that you simply cannot, and should not, avoid.
Whether your marketing strategy is focused more on social media, SEO or basic content marketing, AI has become an integral part of so many different online tools and platforms that it is critical you understand how to use AI to your advantage.
AI is being utilized by over 56% of marketers this year, which is drastically more than in 2024 when only 37% were using it, showing that there has been a big shift in one year alone and the rate of marketers capitalizing on this tool is only continuing to grow (Marketing Week).
Knowing which AI tools are best for your marketing strategy, and how to use AI in a way that still ensures your content is ethical and authentic can be hard to grasp when you are bombarded with list after list on AI innovations, so here are the latest trends put simply:
1. AI Agents
AI agents are a must-use tool when it comes to digital marketing.
Being able to cut down on the amount of manual work your marketing team has to do, especially when it comes to things like market data collection and analysis and the tedious technical aspects of content creation, can save you valuable time that your team can instead be dedicating to creative pursuits that require their specialized skill set.
AI Agents are software that go beyond the typical AI chatbot capabilities and instead are able to perform tasks and run systems within your business, all on the foundation of your company's data, so it is tailored specifically to your needs. While this is still a relatively new thing for marketing teams to implement, 19.65% of marketers were planning to automate using AI agents in 2025.
2. AI Fatigue
Perfectly adapting to all of the new marketing techniques brought on by AI is not something that happens overnight. However, with the common push by executives to implement these strategies right away, marketing teams can become overwhelmed by the sheer amount and complexity of AI tools, leading them to be less productive instead of more and initially throwing off the lead-generation process.
When the implementation of AI marketing techniques is rushed like this, it can cause apprehension and an overall ill-feeling in employees surrounding the use of AI. This is called AI fatigue.
Combatting AI fatigue is important, and it is ultimately something that comes with time once your team has adjusted to AI by finding which tools work for them and which do not.
3. AI Improves Advertiser Oversight
In the past, honing in your ad campaigns so that you are not only reaching your target audience, but are impacting them and increasing brand awareness was a long process including many different steps to ensure optimization.
In 2025, ad campaign optimization is a process that has largely been taken over by AI, which allows you to have even better control over who your ad is reaching, and how effective it is on your audience because artificial intelligence has access to data about the success and techniques of your ad campaigns and the campaigns of your competitors.
This can help you not only to streamline your campaign, but also to shift which platforms you are focusing on when distributing marketing content, which can allow you to cut costs once AI analyses where you are getting the most engagement.
4. AI and E-commerce
There are many ways that retailers can use AI to streamline and improve their customers’ experience when shopping online. Online shopping has become more and more popular as time goes on, and ensuring that your website and products are easily accessible online can make all the difference.
96% of potential customers say that they conduct their own research before consulting a sales representative, which means that the way your brand is presented online is very important in regards to lead generation.Some AI E-commerce techniques include:
In-site chatbots and search bar
Personalized recommendations and ads
AI generated product descriptions
Customer feedback data analysis
Price alterations based on customer and competition data
Consumer grouping so different targeted marketing campaigns are served to different demographics
Content Marketing Trends & Statistics
Creating quality content is the aim of every marketing team because in making content that your target audience finds memorable or valuable you are engaging positively with potential leads.
One of the most impactful ways B2B companies are building trust and thought leadership today is through branded podcasts. If you’re looking for a way to connect with decision-makers, attract qualified leads, and strengthen your brand’s voice without adding more work for your marketing team, partnering with a B2B podcast agency can make all the difference.
A dedicated agency handles the entire process, from concept and strategy to recording, editing, and distribution. You also gain a steady stream of repurposed content like SEO optimized blog posts and short-form videos to fuel your marketing channels and keep your audience engaged.
Here are some of the top content marketing trends to consider:
1. Value Older Material
While this might seem counterintuitive because older content tends to perform worse because it is losing relevance, adjusting your past content to better suit a newer platform and getting that content up to date will increase audience engagement.
2. Tailoring Content for Younger Generations
The incoming consumers of Generation Alpha should be on the mind of all marketers because targeting this generation means shifting your marketing strategy to account for an increased social awareness. Right now only 19% of marketers are targeting Boomers, while 36% target Gen Z, showing how marketing is shifting more towards the younger demographic.
3. Combination Content
Content that is created using both human expertise and AI tools has proven to perform extremely well. This is because entirely AI written content prompts worse search engine ranking and makes your audience have less trust in your business. Using AI as a way to optimize human-made content boosts the quality, and your brand’s authority along with it.
Digital Marketing Skills Trends & Statistics
To really hone your craft as a marketer there are some essential skills that you need to master, but unlike in other careers, the skills you need are constantly changing as marketing techniques change with the times.
One of the most critical skills right now is understanding and utilizing AI. Around 47% of marketers say that they know how to add AI into their marketing strategies, while 54% of marketing executives and CMOs said that one of the most important skills in which they find their teams lacking is developing strategies to effectively use AI for their digital and search marketing.
However, there are so many other skills too that work in accordance with the current trends we see right now in digital marketing.
1. AI Skills
Researching different AI tools and having a basic knowledge of how to best implement them into your market strategy is key to setting your marketing team up for success.
Making sure that every team member has at least some understanding instead of having just one designated team member for AI is going to boost team efficiency, allowing you to optimize your marketing content.
In the digital marketing field, 43% of AI use is for content creation, 34% is for research and 26% is for brainstorming, meaning that AI can help you improve various aspects of your marketing strategy, so it’s important to stay up to date.
2. Going Beyond Typical ‘Marketing Skillsets’
While understanding things like SEO and data analysis is important for any marketer, it is important that you are well rounded in your skill set and place value in soft skills and financial knowledge.
Soft skills are built on foundational, practical knowledge that allows you to adapt to changing marketing and business climates. I’ve spoken a lot about the use of AI when it comes to digital marketing, but these soft skills like problem solving and collaboration are going to be what sets you apart from software and makes your human contribution indispensable to the growth of your business.
Marketing is at its core all about business growth and lead generation, so having a foundational knowledge of finance is a skill that many businesses are prioritizing within their marketing teams.
Financial knowledge can help you to differentiate between high and low quality leads, which is critical since lead generation is ranked as the 3rd most important metric to indicate whether a content marketing strategy is effective.
Understanding profit generation strategies means that you can better understand how to optimize your marketing plans, and the best ways to prompt sustainable growth.
Search Marketing Trends & Statistics
Having the proper skills is only one part of optimizing your digital marketing strategy; the other is understanding how search marketing is changing.
Traditional SEO should no longer be your sole priority as a business because with the rise of A and social media, people are much less reliant on traditional search engines, and instead are defaulting to a more personalized kind of search. It is predicted that traditional search traffic will go down by 25% in 2026.
Understanding AEO and search marketing trends has never been more important to the sustainability of your business.
It is clear that social and voice search is growing in popularity. Currently Gen Z is using platforms like TikTok to do the majority of their searching. Adjusting your marketing strategy to include TikTok as a primary platform is a great way to reach younger demographics.
Many companies have started doing this already, with TikTok projected to generate $33.1 billion in ad revenue this year. Devices like Amazon’s Alexa and Google Home are also taking over from search platforms.
Conclusion
Right now, there are more ways than ever for you to reach your audience and promote your brand, but with all of these different channels it can be hard to know what is going to be most effective and which opportunities you should be capitalizing on.
For many businesses, knowing which digital channels and strategies to prioritize has become more important than ever in 2025, since a lot of companies have reduced their marketing budgets for this year; this means understanding trends is crucial.
So, let me know, will you use any of these trends to alter your marketing strategy?
Written by Eva Geimer
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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.
