A/B testing is an industry go-to for discovering your customers’ preferences. The usual way to do this is to isolate a specific variable (eg copy, visual, audience, channel, pages) and to see which performs better with everything else being equal.
If you have an underperforming email marketing campaign for instance, you could create two templates to send to customers to see which yields click-throughs.
Wish to improve your Instagram marketing performance? Consider building an Instagram Marketing Funnel!
As the preferred social network for Millennials and Gen-Zs, Instagram is an increasingly important social media marketing channel. Shunning “older” social networks like Facebook and Twitter, youths and young adults have flocked to Instagram as their social network of choice.
As we step into 2025, the digital marketing landscape continues to evolve at an unprecedented pace. Technologies like AI are reshaping strategies, while emerging challenges such as AI-generated scams and spambots demand urgent attention.
Sustainability, consumer privacy, and innovative e-commerce models will also play a pivotal role in shaping the industry.
Here’s a look at the key trends marketers need to watch in 2025.
Artificial Intelligence (AI) is changing the way we do marketing. For some, AI-content tools help to generate campaigns that are faster, more precise, and tailored. Tools like ChatGPT and MidJourney make it easier to churn out social media posts, articles, ad copy, and visuals without having to craft each line individually. This has helped to improve the productivity of marketers everywhere.
But there’s a flip side. AI isn’t just in our hands—it’s in the hands of scammers too. Ever received an email that felt too real to be fake? That’s the power of AI-driven scams. These phishing attempts and spambots don’t just look convincing; they act like real people, tricking businesses and consumers alike. For us marketers, this means doubling down on cybersecurity and being crystal clear with our audiences about how we protect their data.
AI is a tool, a challenge, and an opportunity. How we use it—and protect against its misuse—will define our success in 2025.
And then there’s SEO (Search Engine Optimisation). Remember the days when you’d craft content hoping it lands on Google’s first page?
Now, tools like ChatGPT are giving users instant answers, cutting out the middleman. For us, this means writing content that’s not just good but speaks directly to the questions people are asking. Structure and clarity are the names of the game if we want to stay visible in this AI-driven search world.
With AI tools like ChatGPT and Gemini delivering direct answers, SEOs need to evolve their strategies to remain relevant. Here are some recommended strategies to stay relevant in the age of AI-fueled searches:
By focusing on areas AI cannot replicate, SEOs can maintain their competitive edge and continue to drive value for users in an increasingly AI-dominated landscape.
In 2025, social media continues to be a dynamic landscape, presenting both opportunities and challenges for marketers. Platforms like TikTok have transformed into comprehensive ecosystems, seamlessly integrating entertainment with e-commerce. Live shopping events on TikTok have generated substantial sales, exemplifying the platform’s influence in merging content and commerce.
However, not all platforms are experiencing the same trajectory. Meta, the parent company of Facebook and Instagram, has faced criticism over recent algorithm changes. Users have expressed dissatisfaction, noting that their feeds are increasingly populated with content from accounts they don’t follow, leading to a less personalized experience. This shift has prompted some users to reconsider their engagement with these platforms.
Additionally, the rise of AI-generated content and bots is reshaping the social media environment. Platforms are leveraging AI to automate interactions, aiming to enhance user engagement. While this automation offers new avenues for content creation and interaction, it also raises concerns about the authenticity of online engagements.
In an age where users are inundated with content, standing out requires more than clever targeting. It demands authenticity, consistency, and genuine connection.
Brands that prioritize transparency and actively engage with their communities will cultivate loyalty that goes beyond a single platform’s quirks. Trust isn’t just a nice-to-have; it’s the bedrock of meaningful relationships in the fast changing social media landscape.
Privacy remains at the core of digital marketing, with significant shifts forcing marketers to rethink how they collect and use data.
With tracking pixels becoming less reliable—due to browser restrictions like Apple’s Intelligent Tracking Prevention (ITP) and Google Chrome’s phasing out of third-party cookies—marketers are pivoting to first-party data strategies. For example, brands are now leveraging loyalty programmes, gated content, and direct opt-ins through website interactions to build richer datasets.
Starbucks, for instance, uses its app to track customer purchases directly, offering targeted rewards and promotions based on behaviour.
Transparency has become a necessity, not just an expectation. Brands are increasingly adopting clear privacy policies, consent banners, and communication campaigns to explain how customer data is used. Companies like Spotify and Netflix excel in this area, demonstrating that transparency doesn’t just meet legal requirements—it builds trust and loyalty by showing consumers the value of sharing their information.
At the same time, global privacy regulations are tightening. Enhanced GDPR standards and new data protection frameworks in countries like China and Singapore require businesses to adapt or risk penalties. Strategies like conducting regular data audits, ensuring compliance documentation, and providing staff with privacy training are becoming non-negotiable.
With the decline of tracking pixels, marketers are shifting towards owned channels. Building stronger email lists and Telegram Channels through sign-up incentives, creating subscription-based content models, and developing community platforms (like Discord or branded forums) are becoming effective ways to maintain consumer connections.
Video continues to dominate digital marketing, with live-streaming taking centre stage as a dynamic tool for engagement and conversion. The shift towards real-time, interactive video experiences is reshaping how brands connect with audiences.
Live-stream shopping has exploded, particularly on platforms like TikTok and Instagram. These sessions are no longer just about showcasing products—they’re immersive, real-time shopping experiences where viewers can engage directly with hosts, ask questions, and make purchases seamlessly.
For example, beauty brands like Sephora have used TikTok live streams to demonstrate products in action, driving impulse buys through limited-time offers and clickable links. This blend of entertainment and commerce is proving incredibly effective, with live-stream events generating millions in sales globally.
Interactive video ads are transforming passive viewing into active participation. These ads allow viewers to make real-time choices, such as selecting product features or storyline outcomes, creating a personalised experience.
Brands like Netflix have experimented with interactive formats to promote shows, while retail companies use similar strategies to highlight product ranges. The result? Higher engagement rates and deeper brand recall.
With mobile consumption leading the charge, vertical videos are the format of choice across platforms like YouTube Shorts, Instagram Reels, and TikTok. These videos are designed for quick consumption, optimised for smartphone screens, and aligned with shorter attention spans.
According to data from HubSpot, vertical videos enjoy 58% higher engagement compared to horizontal formats. Brands like Nike have capitalised on this trend with short, punchy videos that grab attention instantly, showcasing products in creative, scroll-stopping ways.
In 2025, websites and landing pages need to continually adapt to meet user expectations and deliver better results. Here’s how they’re changing:
AI-driven tools can now tailor websites to individual visitors. Product recommendations, dynamic content, and behaviour-driven CTAs make every interaction feel more relevant. For example, e-commerce sites display items based on browsing history to increase conversions.
Speed is crucial. Sites that load in under 2 seconds see better engagement and rankings. Strategies like compressing images and using Content Delivery Networks (CDNs) ensure pages are quick and responsive.
Static designs are giving way to interactive tools like live chats, calculators, and quizzes. These keep visitors engaged and turn casual users into leads. SaaS brands often use ROI calculators to connect with decision-makers.
With most traffic coming from mobile devices, websites are designed to be simple, intuitive, and easy to navigate on smaller screens. Features like sticky CTAs and thumb-friendly layouts are now standard.
Structured data improves visibility in AI-powered searches. Accessibility features like alt text and keyboard navigation enhance usability for everyone, aligning with ethical practices and boosting search rankings.
By focusing on speed, relevance, and usability, websites and landing pages remain essential tools for businesses to connect with their audiences effectively.
Web and app designs are becoming more than functional; in 2025, it’s a space for creativity, personalization, and seamless user experiences. These emerging trends have started to influence how websites look and feel, making them more engaging and relevant.
Digital marketing in 2025 promises to be as dynamic as ever. The rise of AI-driven risks, evolving consumer expectations, and the continued dominance of video and social commerce demand that marketers stay agile.
By balancing innovation with responsibility, brands can seize opportunities while mitigating emerging threats in this exciting new chapter.
What are you most excited about in the year ahead? I’d love to read your thoughts!
Do you know that Artificial Intelligence (AI) can vastly improve your social listening capabilities?
AI’s implementation across multiple industries is fast becoming the norm these days. This is because it speeds up data analysis and amplifies operational efficiency.
If content is king, then context is god says Gary Vaynerchuk. But what does context marketing mean, and how can you implement it in your company?
In this article, you will learn what context marketing is all about, and how you can apply it in your firm.
Content is at the core of every successful marketing strategy. Yet, as brands generate more content across diverse channels, understanding what truly resonates with audiences has become a complex challenge.
Enter predictive artificial intelligence (AI) — a transformative tool shaping the future of content strategy by helping marketers predict trends, refine messaging and make more informed decisions.
Left to right: Julie Chiang, Mayor Desmond Choo (North East CDC), Kiat Lim, and Dr Deibby Mamahit
In a quiet room, a panda gazes from a canvas with a serene yet knowing expression. Across the way, a young artist captured the delicate balance of nature—birds perched on flowering branches.
These are not just paintings; they’re stories of courage, perseverance, and the transformative power of art. They are part of Shaping Hearts, an initiative by the North East CDC that seeks to rewire how we view talent and ability.
Photo by Campaign Creators on Unsplash
Artificial Intelligence (AI) is now the bread and butter of digital marketing, with 72% of organisations integrating AI into at least one business function (McKinsey & Company). However, many marketing teams are barely scratching the surface of what AI can do.
In a field where understanding customer needs is the lifeblood of success, AI acts as both a microscope and a compass—digging deep into data while pointing teams towards smarter decisions. Tools powered by AI don’t just save time; they automate tasks, personalise customer interactions, and uncover insights that would take human analysts days, if not weeks, to discover.
Here’s how your team can embrace AI tools to build stronger customer connections and keep pace with today’s fast changing digital landscape.
For a start, your strategy should leverage AI to enhance your marketing campaigns, optimize efforts to deliver on your Key Performance Indicators (KPIs), and improve client engagement to reach your business goals.
There are numerous ways for you to tap on AI-powered tools for strategies like Search Engine Optimization (SEO), Email Marketing, Content Creation, and Analytics. Here are some of the best tools to look into for these different areas:
Do also consider how you can tap on the best practices in programmatic advertising to optimize your efforts.
Through all of these tools, it’s easy to conclude that you can use AI for a wide range of digital marketing tasks. The benefits include automation, improved customer experience and targeting, and even enhancing relationships to give your business expertise and promote loyalty.
AI tools can help you to tailor your content to your consumer’s journey. Optimizely is an AI tool with content personalization that creates meaningful experiences to drive conversions. You can use personalized content in blogs or articles, emails, product descriptions, and video content.
Your business can build personalized digital content that is based on your prospect’s interests and behaviors online. It improves your marketing strategy by honing in on what will draw in your ideal clients since it deeply understands trends that give your strategy a bigger impact.
AI can also automate certain tasks, like identify and organize images and videos. It also helps analyze data so your business can continue refining and adapting its content strategy.
Do also consider AI chatbots to generate conversations and provide customer service. These can be extremely helpful in saving you time and costs, simply by addressing common scenarios with your products and services that can be handled more efficiently.
Chatbots handle Frequently Asked Questions (FAQs) and can help your customers do things like track orders or manage their accounts. They free up time for your staff to allow them to focus on other pertinent tasks at hand, while improving your response times.
Monitoring these AI tools helps your company to maintain its human touch. Consider deploying more advanced AI chatbots that tap natural language processing (NLP) to understand human queries and provide accurate answers and solutions.
With machine learning technology, you can easily do data analysis to identify patterns, forecast trends, and predict customer behavior. It works by collecting data, preparing it and applying algorithms and variables to supply accurate prediction.
Through this, it can learn patterns, behaviors, and relationships that your business can use to create more effective marketing campaigns.
AI has transformed marketing automation from handling basic tasks to delivering sophisticated, data-driven insights. Beyond simple tools like ChatGPT, AI now streamlines time-consuming, repetitive activities such as email personalisation, lead scoring, and customer segmentation.
This allows marketing teams to shift their focus to strategic and creative tasks, fostering innovation and better campaign outcomes. Advanced platforms further use machine learning to predict customer behaviour, optimise ad targeting, and personalise content at scale, ensuring more effective and efficient marketing efforts.
AI is changing the face of influencer marketing by simplifying the once-complex process of finding the right partners for your brand. It can analyse large datasets to identify influencers whose audience aligns with your target demographics, evaluate engagement quality, and predict the potential impact of collaborations.
CommPRO is one such tool that analyzes massive datasets to quickly locate influencers who may be able to connect with your brand’s audience. This data-driven approach ensures that brands can easily connect with influencers who resonate with their audience, driving higher ROI and campaign success.
Many leading brands are integrating AI tools into their digital marketing strategies to improve their customer experiences and streamline marketing operations. Here are two standout examples:
Starbucks wanted to find a way to bring better offers to its audience through its widely used app. Customers have the option to use a service called “My Starbucks Barista” to place orders for pickup that uses chatbot innovation and voice technology.
Users can even adjust their orders in real time to ensure every detail is just right, combining convenience with personalisation to enhance customer satisfaction.
Shopping for necessary tools and equipment while doing home improvement can be complex and challenging. Lowe’s took on that challenge by incorporating an AI innovation that offers its customers a more seamless and helpful shopping experience: LoweBot.
The AI-driven technology is a robot assistant found in-store where you can quickly locate what you need or work with one of their assistants. It uses cameras and sensors that capture and process data about that particular store so that it can quickly answer questions and make your shopping that much easier.
There are many AI tools available that can aid your digital marketing strategy. You must assess your business needs and customer desires so that you can make effective choices about which tools to invest in to take your business to the next level.
Looking ahead, AI is likely to expand its capabilities into areas traditionally dominated by human input, such as creative content generation, relationship-building, and strategic planning. While these developments are still in progress, the technology already provides measurable improvements in campaign effectiveness and operational efficiency.
By adopting AI with a focused approach, businesses can enhance their ability to meet customer needs, improve marketing performance, and adapt to a rapidly changing digital landscape.
Donna is a seasoned marketing professional with expertise in digital marketing strategies and consumer engagement. Her interest for crafting targeted writing ensures brands connect meaningfully with their audiences. When not working, she loves playing guitar and attending music festivals.
Are you looking to tap on TikTok as a digital marketing channel? What are the tips, tricks and techniques that you need to know to master this social media app?
With its unique content consumption patterns and highly engaged user base, TikTok has made a huge impact in how consumers spend their time online. It is also a golden opportunity for FMCG, retail, and F&B brands to connect with their target audiences in an authentic and impactful way.
Can Artificial Intelligence (AI) help to improve your User Experience (UX) designs? How does it accomplish this — knowing that AI itself may be prone to bias?
In this article, we will examine this issue in detail and explore how you can tap AI to improve your designs.