It’s difficult to realize that Google Search debuted 25 years ago, enabling users to ask questions and quickly get answers.
These days, we may search in many different ways—images, speech, even a picture of what you wish to purchase. With fresh capabilities like AI overviews and Circle to Search, AI is accelerating Search and releasing its full potential.
Imagine now the opportunities that still lay ahead.
Please review the top digital marketing trends and 2025 projections here. Google visionaries from around Europe, the Middle East, and Africa have helped to inspire you for what is ahead:
Measuring in 2025: The comeback of the marketing mix model
Media efficacy for 2025 is under increased focus due to media fragmentation, progressively limited finances, and continuous privacy developments.
Here, marketing mix models (MMMs) have always been quite important since they enable companies to cut through the noise and identify what is actually working in increasing business impact.
More detailed and practical insights are, however, in increasingly needed and demanded.
Once complicated and expensive, modern MMMs are faster, smarter, and provide a whole picture of cross-channel performance.
Here is what 2025 holds:
More granular media insights can be obtained by modern MMMs combining with other approaches including incrementality testing and attribution.
greater availability: Set for worldwide release in early 2025 to satisfy the demand for a clear and reliable measurement solution, Google’s Meridian is an open-source MMM with access to both Google and YouTube data.
Faster insights made possible by today’s MMMs will help to enable quick reactions to changes in the demand and economic situation. Meridian further extends MMM capabilities to include always-on channel search, therefore offering a view of marketing performance until unthinkable.
The year to master measurement is 2025. Map your media expenditure, start with agreeing on KPIs, and create an experimental calendar. Measurement is a lifelong process that calls for constant learning and improvement to realize the full possibilities of your campaign.
Your “Chief Simplifier Officer,” the AI agent
Should 2024 be the year of huge language models, 2025 is that of artificial intelligence agents. These smart software systems can process multimodal data, therefore enabling the agent to exhibit thinking, adapt, and act several steps ahead to help control difficult processes.
See it as your “Chief Simplifier Officer”.
In marketing, artificial intelligence agents can assist with the data processing and management complexity. Many businesses still have data scattered over several systems, usually in silos. Creating a data lake or knowing where the appropriate data is and combining it can call for a lot of technical skills. An artificial intelligence agent can cut through this intricacy.
For instance, home improvement business Kingfisher coupled Vertex AI Search with enterprise data and conversational AI with their recommendation engine and brand names B&Q and Screwfix. This enabled the business to create an artificial intelligence agent capable of rapidly providing information needed for consumers and staff using text, audio, photos, and video.
By 2025, the proliferation of artificial intelligence agents will quicken greatly. This covers improvements to current AI systems, hence increasing the accessibility of AI agents. The first step in enabling multi-modal agents even more powerful in completing their job as Chief Simplifier Officer is the recently introduced Gemini 2.0 with its sophisticated reasoning and lengthy context capabilities.
You used to have to modify your information system to embrace technology, but AI agents put autonomous intelligence right at your hands so you could easily include AI into your processes.
Shoppable video: People buy what they observe.
By 2028 social commerce sales are expected to reach $1 trillion USD. And with people buying what they see – 62% of U.K. viewers say that YouTube helps them decide what to buy1 – shoppable video creates a big opportunity for brands in 2025.
Marketers wishing to leverage this trend should:
Create YouTube videos shoppable by connecting them to your Google Merchant Feed and incorporating product feeds into video campaigns. Viewers will thereafter be able to immediately buy goods straight from videos.
Use Demand Gen campaigns with product feeds to magnify this technique and transform advertising across Google’s most visual surfaces into a virtual storefront. More consumers will find your brand and products thanks to which they will be driven towards the point of sale.
Work with artists: Use real voices of creators in collaboration commercials to involve viewers and increase reach. Then add the product feed to make these adverts shoppable, therefore transforming the purchase into a click away process.
Using shoppable video, companies can design interesting and successful shopping environments that boost sales and foster brand long-term loyalty.
Mindful marketing: The cure for decision agony
People seek a vacation from the deluge of data. Search interest in “dopamine fasting” has surged by 6X this year as people actively flee overstimulating conditions. Two-thirds of customers also acknowledge they postpone or avoid making judgments when confronted with too many choices or data.Two
This offers brands a special chance to break through the clutter and create more deep relationships. Approach your promotion more sensibly rather than overloading customers.
Sort your data strategy first to reach this. Understanding people’s unique requirements and preferences requires a grasp of consented consumer data collecting and analysis. This lets you present highly relevant experiences instead of inundating individuals with inappropriate knowledge.
Inspired by creative businesses like South Korean brunch eatery Or Whatever, which has created its environment to encourage real human connection in the face of digital alienation,
You may reduce decision fatigue and create real relationships that inspire lifetime loyalty by adopting conscious marketing, giving customer welfare top priority, and personalizing your approach utilizing consent and pertinent data.
Make “less is more” your credo in 2025 and see how closely your brand speaks to your target market.
App marketing 3.0: AI-powered development
As we have shifted from giving installations top priority to emphasising everyday active users, the app scene has changed drastically recently. Driving particular behaviors inside the app—like expenditure, in-app discovery, and live chats—will define 2025.
To propel these in-app engagements, companies are looking more and more on artificial intelligence. Both Duolingo’s Birdbrain and Spotify’s AI DJ improve the user experience to inspire involvement inside their respective applications.
For developers, this offers an amazing chance. Imagine guiding consumers towards desired activities by combining artificial intelligence with tried-and-tested techniques as push alerts and subscription models.
To thrive in this next age:
- Clarity is essential. Showcase in your adverts and on your app store website the value of your AI-powered features.
- Reach the appropriate users: Not every download produces in-app behavior. Improve your approach to target consumers most likely to interact, including those who have prior showed interest in related features or are more likely to make in-app purchases.
- App marketing’s future resides here. Accept artificial intelligence, know your users, and see how your in-app interactions rise.