What’s new in Digital Marketing in 2025 ?

The Billion-Dollar Question: What’s New in Digital Marketing for 2025?

As we step into 2025, the world of digital marketing continues to evolve at breakneck speed. Who would have predicted last year’s significant shifts, from Twitter rebranding as X to Meta introducing Threads as a direct competitor and Google Analytics 4 (GA4) becoming the new standard for analytics? Not to mention the growing role of AI tools in creating content, managing social media, and optimising workflows.

The only certainty in digital marketing is change. This rapid evolution can be overwhelming for small businesses, especially when juggling countless priorities. As a Chartered Marketer and Tourism Marketing Consultant, staying updated on digital marketing trends is not just a necessity—it’s essential to providing practical strategies for my clients.

Here are my top three tips for 2025 to help you navigate the ever-changing digital marketing landscape.

1. Personalised Content: Speak Directly to Your Audience

Personalisation will remain a cornerstone of effective content marketing in 2025. But this doesn’t just mean showing your personality (though that helps!); it’s about creating relevant, engaging content that resonates with your target audience.

For example, if you run a tourism business on Islay, consider why your customers visit. Is it the world-famous whisky distilleries? Showcase them! Islay also boasts stunning beaches, incredible seafood, breathtaking sunsets, and world-class events like the Whisky Festival or Book Festival. By showcasing the whole Islay experience, you attract bookings and build loyalty for repeat visits.

Lesson: Create content across your blogs, e-newsletters, social media, and website that highlights what your customers care about and brings their experience alive.

Good examples are https://glenegedalehouse.co.uk/ or https://twitter.com/davidjbrodie

Bruichladdich Distillery – Andrew Drane

2. Social Media: Focus on Retention and Consistency

The social media landscape has seen seismic shifts over the last year. While engagement metrics like likes and shares were once the holy grail, 2025 would emphasise retention—keeping your followers loyal and engaged over the long term. Platforms like Meta’s Threads, introduced to compete with X (formerly Twitter), are gaining traction. Meanwhile, Reels, Stories, and short-form video content remain dominant trends.

How to Succeed in Social Media in 2025:

1. Choose the Right Platforms: Focus on platforms where your customers are active. For example, if your audience isn’t on Snapchat, don’t waste resources there. Use online data to understand demographics and platform trends before deciding.
2. Be Consistent: Success comes from posting regularly daily or several times a week. Consistency is key to building trust and engagement.
3. Start with Facebook Ads: If you’re building an audience from scratch, Facebook Ads remain one of the most effective and budget-friendly tools.
4. Update Your Platforms: Customers often check social media before booking or buying. An outdated account can deter potential customers. If you can’t manage multiple platforms effectively, focus on doing one well.

Lesson: Prioritise the platforms your customers use, post consistently, and actively engage with your audience.

Port Charlotte Isle of Islay – Andrew Drane

3. The Role of AI in Marketing: Friend or Foe?

The rise of artificial intelligence (AI) in digital marketing has been one of the most significant developments in recent years. By 2025, AI tools like ChatGPT, Jasper, and Midjourney will become indispensable for content creation, social media management, and even SEO optimisation.

However, while AI can streamline workflows, it’s not a substitute for the human touch. Customers crave authentic, personalised experiences that only you can provide. For instance, AI can help draft a blog post or social media caption, but it’s up to you to add nuance, emotion, and a unique perspective to your business.

How to Use AI Effectively in 2025:

1. First Draft, Not Final: Use AI to generate initial drafts, but constantly edit and personalise the content to reflect your brand voice.
2. Check for Accuracy and Copyright: Verify facts and ensure you’re not unintentionally using copyrighted images or text.
3. Incorporate Human Stories: AI might be able to list the best walks in the Scottish Borders, but only you can add why one trail is a customer favourite or what makes it unique.
4. Test and Adapt: AI technology is evolving rapidly, so experiment with different tools to see what works best for your business.

Lesson: Embrace AI as a tool but always personalise and proof your content before publishing. AI is here to assist—not replace—you.

Leaderfoot Scottish Borders – Andrew Drane

Looking Ahead in 2025

The future of digital marketing is exciting, dynamic, and filled with opportunities for those willing to adapt. Whether creating personalised content, leveraging social media trends, or incorporating AI tools into your strategy, staying flexible and customer-focused is key.

These changes might seem daunting for small businesses, but with the right strategy, they can also lead to incredible growth. By prioritizing your audience’s needs, staying consistent, and wisely leveraging new technologies, you can thrive in the constantly changing digital landscape.

Remember: digital marketing success doesn’t come from doing everything—it comes from doing the right things well.