00 Index

01 Trends in 08 Trends in
Digital Sales Programmatic Advertising
and Branded Content

02 Trends in 09 Trends in
Artificial Intelligence Ecommerce

03 Trends in 10 Trends in
Growth Marketing Marketplaces

04 Trends in 11 Trends in
Social Media Content Marketing

05 Trends in 12 Trends in
Social Ads Inbound Marketing

06 Trends in 13 Trends in
Video Marketing SEO

07 Trends in 14 Trends in
Email Marketing CRM
15 Trends in 22 Trends in
Marketing Automation Podcasting

16 Trends in 23 Trends in
PPC and SEM Gaming Marketing

17 Trends in 24 Trends in
Data Science and Influencer Marketing
Business Intelligence and Content Creators

18 Trends in 25 Trends in
OTT Services
Data Analytics

19 Trends in 26 Trends in
Development and IT Digital OOH Advertising

20 Trends in
PR, Communication,
and Digital Events

21 Trends in
Branding, Design, and UX Technology Partner:
ARE YOU
READY?
01
Trends in
Digital Sales
Trends in
Digital Sales

01 CRM + Applications, the Future of

the Sales Tech Stack

02 Video and Live Chat as

Primary Channels to Close Deals
Data-Driven Sales and
03 Predictive Analysis

Augmented and Virtual Reality

04 in Product Demonstrations

05 Hybrid and Remote Sales Teams

Digital Self-Service and

06 Advanced Customer Portals
 Trends in Digital Sales

#01
CRM & Applications, the Future
of the Sales Technology Stack
The future of sales and marketing management lies in
integrating CRMs with external applications that centralize
information and improve operational efficiency.CRMs,
essential platforms for storing and managing customer data,
will remain critical, but will connect increasingly to external
tools and applications to enable greater automation,
improved analytics, and optimized processes.

This doesn’t mean CRMs will disappear; their role as a central

repository for customer information will continue to be crucial.
However, sales teams will increasingly rely on complementary
applications that make tasks and processes quicker and more
efficient.

As a result, the future of sales teams will revolve around a

more diverse and connected technology stack. While the
CRM will remain the core, external applications will play an
increasingly significantrole in automating, analyzing, and
optimizing all phases of the sales process.
An example of this could be HubSpot
and its marketplace for integration of
external applications or tools.
 Trends in Digital Sales

#02
Video and Live Chat as
Primary Channels to Close
Deals
This trend is one of the most critical. Neither email, phone
calls, nor in-person meetings can rival video and live chat,
which are proving to be the most effective channels for
closing sales and engaging with customers.

The use of video conferencing by B2B companies has

steadily increased in recent years, as has the adoption of
online chat. One key reason, beyond convenience, is that
these channels allow for measurable insights, enabling
businesses to analyze what works and what doesn’t—
knowledge that can then be applied to strategies for
securing future deals.
#03
Data-Driven Sales and
Predictive Analytics
Sales teams will rely less on intuition when it comes
to converting leads into customers. They now have
access to increasingly precise data on purchasing
patterns and customer needs, allowing them to
craft more effective strategies. To achieve this, they
will need a large, clean database and a powerful
analytics tool driven by AI.

Also, this approach will enable sales teams to

anticipate customer needs and develop strategies
to better capitalize on opportunities. In turn, this will
lead to shorter sales cycles and more accurate sales
forecasts for B2B companies.

Source: slingshot.io
 Trends in Digital Sales

#04
Augmented and Virtual Reality
in Product Demonstrations
Technologies like Augmented Reality (AR) and Virtual Reality
(VR) are helping B2B companies enhance their online
customer interactions by offering deeper insights into their
products.

By 2025, businesses will likely go beyond static images

and text descriptions, allowing customers to use these
technologies to see how products fit into their environment
before purchasing them or to better understand services
before committing.

This will be particularly impactful for companies selling

large or complex products that are hard to showcase at
conferences, trade shows, or meetings.

+
View examples
 Trends in Digital Sales

#05
Hybrid and Remote
Sales Teams
More companies are expected to embrace fully remote or
hybrid sales teams, capitalizing on the benefits of both
models. Remote work optimizes professionals’ time and
reduces transportation costs, while in-person interactions
create deeper connections between professionals and
clients. This in turn makes strategy implementation easier.

Regardless of the model, technology will be essential.

CRM tools and collaboration platforms will no longer be
optional but basic necessities. Hybrid work, in particular,
will also help companies retain talent, as professionals
increasingly value the flexibility to work from different
locations.
#06
Digital Self-Service
and Advanced
Customer Portals

Scroll to read more

There’s a common trend shared by both
B2B and B2C companies: customers
increasingly want more independence
when it comes to making decisions,
placing orders, and solving their problems.
This is why one of the key trends in digital
sales will be implementing tools that
allow customers to handle these tasks
themselves. In short, businesses will need
to equip themselves with robust self-
service portals.

This trend stems from customers

recognizing how these tools facilitate
processes. As a result, platform developers

LEARN MORE +

Mercedes Benz leverages AR with an AI-powered

chatbot to understand how vehicle elements work
02
Trends in Artificial
Intelligence
Trends in
Artificial Intelligence

07 AI Agents (Artificial Intelligence Agents)

08 Augmented Workforces

09 The ChatGPT Revolution (GPT-5)

10 Next Generation Voice Assistant

11 More Realistic AI-Generated Videos

12 AI Regulation in Europe
 Trends in Artificial Intelligence

#07
AI Agents (Artificial
Intelligence Agents)
AI Agents are transforming marketing by

Scroll to read more

automating complex tasks with advanced
capabilities such as perception, analysis,
learning, and execution. Unlike traditional virtual
assistants, AI Agents don’t just respond—they
anticipate needs and adapt continuously. They
operate across multiple channels, including
social media, email, and websites, enabling
more efficient management of digital marketing
efforts.

A notable example is HubSpot’s Breeze

ecosystem, which features specialized agents
for content creation, social media management,
lead generation, and customer support.
Similarly, platforms like agent.ai provide tools
for keyword research, competitor analysis, and
conversion rate optimization. These solutions
not only automate tasks but also enhance
processes by incorporating intelligence and
HubSpot AI Agents

LEARN MORE +
 Trends in Artificial Intelligence

#08
Augmented Workforces
Augmented Workforces are redefining how marketing is
managed, leveraging AI to enhance human abilities rather
than replace them. This approach goes beyond simply
automating tasks—it aims to redesign processes from the
ground up to make them more efficient.According to the World
Economic Forum, 44% of workplace skills will change between
2023 and 2028, with AI playing a key role in this transformation.

+
Read more

#09
The ChatGPT Revolution (GPT-5)
So far, generative AI tools, like ChatGPT, are estimated to be
improving productivity in marketing departments by 30%. In
fact, more than 9 out of 10 marketing directors report seeing
immediate improvements in both work organization and
efficiencythanks to these technologies (Master of Code).

+
Read more
 Trends in Artificial Intelligence

#10
Next Generation Voice
Assistant
Features like “Hey Google” and “Hey Alexa” are already
becoming outdated. In 2025, we’ll witness the rise of voice
assistants capable of engaging in much more complex and
natural conversations, thanks to generative AI—technology
that wasn’t available for traditional smart assistants.

Ruslan Salakhutdinov, former Director of AI Research at

Apple, states that virtual assistants are on track to
receive an “all-powerful” upgrade powered by generative
AI.

Scheduling meetings or replying to emails will become a

thing of the past. The next generation of voice assistants, set
to debut in 2025, will be able to understand complex user
requests and, in turn, perform equally complex actions.
For instance, they’ll be able to browse websites to locate
forms or complete various types of transactions.

Throughout 2024, we’ve seen major advancements in AI:

Google launched Gemini Live, ChatGPT introduced voice
mode, and IBM enhanced the conversational AI capabilities of
WatsonX Assistant, among other notable developments. This
entire generative ecosystem is expected to fully take off and
gain momentum in 2025.
Take Gemini Live as an example. So far, it can only

Scroll to read more

sync with Google Workspace applications. This
allows you to request highly specific searches,
such as locating particular messages within your
email marketing chains or finding advertising
campaign images within a library of thousands of
random photos.

Google’s officialblog provides a good example:

A user has a daughter named Lucía and is

reminiscing about her early years. The user can
ask Gemini Live, “When did Lucía learn to swim?”
or even, “Show me how Lucía has progressed in
swimming.”

In response, Gemini Live analyzes all the images

in the user’s Google Photos account and displays
photos (in chronological order) in which Lucía
appears to be swimming.

This example highlights the capabilities of Gemini

Live within the Workspace environment However
 Trends in Artificial Intelligence

#11
More Realistic
AI-Generated Videos
AI-powered video generation platforms like Sora,

Scroll to read more

Vidu, Runway ML, Synthesia, and Pictory
are revolutionizing audiovisual production in
marketing. These tools enable the creation of
professional-quality videos without the need for
actors or filming equipment. Simply describe the
desired concept in the text.

Want to create a makeup tutorial featuring a

model or capture a panoramic city view as if
filmed by a drone? All of this is now possible
with generative AI through “text-to-video”
capabilities. In other words, once you describe
your idea, the platform will generate the video for
you.

Prompt: Trailer for a film

featuring the adventures of a
30-year-old astronaut wearing
a red wool woven motorcycle
helmet, blue sky, salty desert,
cinematic style, shot on 35mm
film, vivid colors.

Video generated by Sora

#12
AI Regulation
in Europe
The European Union’s Artificial Intelligence Act
aims to ensure privacy and security in the use of
AI systems. This regulation, effective since 2024,
categorizes AI applications into four levels of risk and
establishes specific rules for high-risk systems, which
will begin to be enforced in 2025.

The measures include prohibiting certain uses of AI

and setting standards for confidentiality and penalties.
Additionally, controlled environments will be created
to allow startups and small businesses to test and
innovate under real-world conditions.
This regulation not only protects users but also
promotes responsible innovation by providing a clear
framework for the development of safer and more
ethical AI technologies in Europe.

If you want to know how the AI Act may impact your

intelligent systems, you can use the EU’s officialAI Act
Compliance Checker.

Source: European Union AI Act

03
Trends in
Growth Marketing
Trends in
Growth Marketing

CRO’s New Frontier: Advanced Optimization with

13 AI and Predictive Personalizationpredictiva

14 The Rise of Actionable Predictive Marketing

Growth Marketing Supported by Blockchain

15 for Data Transparency

Marketing Through Decentralized

16 Communities

17 Immersive Experiences with the Evolution

of “Micro-Virtual Environments”

Targeted and Contextual Marketing Using

18 Location-Based Technologies

Revenue Operations: The Strategic Bridge

19 Between Marketing and Sales for 2025

20 Zero-Party Data as the New Standard for Privacy

 Trends in Growth Marketing

#13
CRO’s New Frontier: Advanced
Optimization with AI and
Predictive Personalization

In 2025, Conversion Rate Optimization (CRO) is

Scroll to read more

expected to become a central strategy in growth
marketing. Thanks to artificial intelligence and
advanced analytics tools, companies can now
customize each user’s experience in real-time,
increasing the likelihood of conversion at every
interaction.

With the use of predictive AI and automation, CRO

has evolved beyond simple optimization of buttons
or landing pages. Today, it enables automatic
adjustments based on user behavior, context,
and past preferences, offering a much smoother
and more tailored shopping journey. This new
era of CRO relies on real-time data collection
and advanced analysis of navigation patterns
to provide personalization on an unprecedented
scale.

Additionally, integrating CRO into omnichannel

marketing allows companies to identify, at any
point in the c stome jo ne the optimi ations
STEPS TO IMPROVE YOUR CRO

2
3

4
 Trends in Growth Marketing

#14
The Rise of Actionable
Predictive Marketing

Scroll to read more

Predictive marketing will evolve into an even more
powerful tool, offering actionable data in real-time.
Brands will not only be able to anticipate market
trends, but will also be able to dynamically adjust
their campaigns, adapting to changes almost
instantly. This technology will allow companies to

#15
Growth Marketing Supported
by Blockchain for Data
Transparency
As consumer concerns about the use of personal
data grow, blockchain technology emerges as a
key solution to provide transparency and control.
This technology will enable brands to manage
user personal information ethically and securely,
ensuring that each piece of data has a verifiable
origin. +
Read more
What is predictive marketing?
 Trends in Growth Marketing

#16
Marketing Through
Decentralized Communities
Traditional social networks are losing some of their
dominance in favor of decentralized communities, where
users have more control over content and their data. This
trend will allow brands to interact more authentically
with their audiences, creating more genuine and lasting
relationships. Platforms like Mastodon and Diaspora*,
which are based on Web 3, offer an environment free from
intermediaries, where users feel more secure and valued.
These types of networks, along with the potential for greater
privacy and security, open up a new landscape for growth
marketing, where interactions are more genuine and less
filtered by algorithms from large corporations.

Source: Diaspora*
#17
Immersive Experiences with
the Evolution of “Micro-
Virtual Environments”

Scroll to read more

While the metaverse has been the center of
attention for some time, brands are now beginning
to explore what are known as micro-virtual
environments. These are smaller, more specific
digital spaces where businesses can engage with
niche audiences in a much more personalized
way. These experiences allow for a deep and
authentic level of interaction, adapting marketing
strategies to align with the characteristics and
preferences of each community.

Source: Gather
 Trends in Growth Marketing

#18
Targeted and Contextual
Marketing Using Location-
Based Technologies
Contextual marketing will advance alongside
proximity technologies like geofencing and
beacons–tools that enable sending messages based
on a user’s location and context.
+
Read more
#19
Revenue Operations: The
Strategic Bridge Between
Marketing and Sales for 2025
The role of Revenue Operations (RevOps) is predicted
Scroll to read more

to become an essential for companies in 2025. In

a digital environment where marketing, sales, and
customer service often operate separately, RevOps
emerges as the necessary model to align strategies,
consolidate data, and maximize revenue.

Fragmentation between teams and systems slows down

decision-making and negatively affects the customer
experience RevOps unifies processes and technology
#20
Zero-Party Data as the New
Standard for Privacy
With the gradual phasing out of third-party

Scroll to read more

cookies, zero-party data is emerging as the
key resource for marketing strategies. These
are data points that users voluntarily provide in
exchange for more personalized and relevant
experiences. Brands need to focus on building
trust-based relationships, encouraging
users to consciously share their information.
Campaigns that rely on this data will be more
successful, as they are perceived as less
intrusive and better aligned with consumer
privacy expectations.

VIEW IMAGE

+ LEARN MORE ABOUT COOKIES

Example of benefits for Beauty Insider subscribers (Source: Antavo)

04
Trends in
Social Media
Trends in
Social Media

The Era of Authenticity through Micro-Content

21 Creators

22 Zero-Click Content

23 Long-Form Content

24 A Shift Toward LinkedIn

25 Mental Health and Digital Well-Being:

Prioritizing a Healthier Online Experience

26 TikTok as a Primary Search Engine

27 Instability Persists on X

Carousels Now Available on Reels, One of

28 Instagram’s Latest Updates
 Trends in Social Media

#21
The Era of Authenticity through
Micro-Content Creators
In 2025, the social media landscape will be dominated by
authentic micro-content creators—people who have gained
popularity in specific niches and create content based
on their passions, rather than their role as “influencers.”
Instead of collaborating with professionalized micro-
influencers who dedicate their careers to creating
sponsored content, brands will seek out users whose
authenticity and genuine connection with their audiences
are palpable and relevant.
+
#22 Read more

Zero-Click Content
Zero-click content refers to information that provides value
to the user without the need for them to click on a specific
link. The phrase “click on the website for more information”
is becoming less effective. Users want more instant and
direct information, so making it easy for them will help your
message increase its reach and have a greater impact.
+
Read more
 Trends in Social Media

#23
Long-Form Content
Despite the popularity of short-form video on social

Scroll to read more

media, this doesn’t mean that users don’t also
demand deeper content that requires a greater
amount of time. What we’re increasingly seeing is
a demand for short-form videos combined with a
demand for long, in-depth content. Therefore, one of
the social media trends for 2025 will be finding the
balance between both types of content.

#24
A Shift Toward LinkedIn
More and more professionals, organizations,
and experts are making LinkedIn their main
communication platform, shifting away from X
(formerly Twitter). They are realizing that the level of
interaction that was once on X is now decreasing and
instead increasing on LinkedIn. Therefore, in 2025,
we will see much more activity and content on this
professional network.

This doesn’t mean that they will abandon X, but many

brands will likely start to give it less priority.
#25
Mental Health and Digital
Well-Being: Prioritizing a
Healthier Online Experience
Brands are increasingly committed to social

Scroll to read more

and environmental causes, partly because
consumers are placing more value on this
aspect of companies.

In the realm of social media, the number of

users who feel addicted to these platforms is
quite concerning. The average American, for
example, spends an about 68 minutes on the
top five social media apps per day. That being
said, by 2025, we will see brands becoming
more committed to this issue. This will lead
them to incorporate advice or discussions with
experts on the topic into their social media
communication strategies. Additionally, we
will see many brands prioritize quality over

VIEW GRAPH

ARTICLE

Source: SOAX
 Trends in Social Media

#26
TikTok as a Primary
Search Engine
For Gen Z, TikTok is a main source of information
due to its proximity, accessibility, and affordability.
Therefore, for young people, Google has taken
a backseat. TikTok is not only used to watch
entertaining videos; for these new generations, it is
also the ideal platform to search for product reviews,
recommendations, or instructions.

Videos are a much more agile format of obtaining

information and require less time investment.
This is why we will see many more brands posting
informational and valuable content on TikTok.
Additionally, efforts to optimize content visibility on
the platform will double.
MORE ABOUT TIKTOK
IN THIS VIDEO
 Trends in Social Media

#27
Instability Persists on X
Since Twitter became X in 2022, the social network has
faced a multitude of challenges. On one hand, its value
has plummeted, as have its advertising revenues, and
on the other hand, brands are unsure whether it can still
provide a good ROI. This is because X has lost reach,
with active users on the platform also decreasing.

+
Read more

#28
Carousels Now Available on
Reels, One of Instagram’s
Latest Updates
In October 2024, Instagram announced that image carousels
with music could now appear in the Reels section. This
update aims to help image-based content reach a broader
audience.

+
Read more
VIEW VIDEO
05
Trends in
Social Ads
Trends in
Social Ads

People-Led Marketing: The Trend of

29 Authentic Advertising in Social Ads

Ads with Subtitles, an Adaptation to Silent

30 Content Consumption

31 TikTok Shop Arrives in Spain

32 Smart+ Campaigns on TikTok

Pinterest: Generative AI Continues to

33 Transform Ad Creation

Meta: Authenticity and Transparency in

34 Influencer Ads

LinkedIn: A New Era for Social Ads in the

35 B2B Market
 Trends in Social Ads

#29
People-Led Marketing:
The Trend of Authentic
Advertising in Social Ads
People-Led Marketing (PLM) is emerging as one of the key
trends in social media advertising. This approach focuses on
real people, collaborating with authentic content creators
to build a more genuine connection with the audience
members.

The core principles of PLM are:

Collaborating with content creators (micro-

influencers and actors) who speak about products
naturally on their own channels, generating authentic
content without rigid scripts.

Recording videos with actors who discuss the product

in an organic manner, which can then be used in
advertising campaigns, resulting in a more natural and
relatable cameo.

This strategy reduces the invasiveness of traditional

advertising and boosts engagement, building trust and
yielding better results in campaigns. At Cyberclick, we
champion PLM as the solution to the need for more human
and authentic digital advertising.
 MORE ABOUT PLM
IN THIS VIDEO

PEOPLE-LED MARKETING
 Trends in Social Ads

#30
Ads with Subtitles, an
Adaptation to Silent
Content Consumption
We are increasingly seeing videos online without sound
because we consume content in public transport or while
with others. So much so that it is becoming a mainstream
trend. In the advertising world on social media, this is
well-known, which is why it’s becoming more common for
platforms to display ads without sound by default, allowing
users to activate the sound if they wish.

In 2025, this trend will continue to grow, so we recommend

always posting your ads with subtitles. This way, you can
still capture the attention of the large number of users
who consume social media without sound. Even with the
sound on, subtitles will help reinforce your message,
keep interest, and ensure that users remember the most
important information.

That being said, it’s important that the subtitles you add
to both your ads and organic content are synced with the
voice and visually appealing. Also, make sure they are easily
visible, thus avoid placing them too low on the screen.
 Trends in Social Ads

#31
TikTok Shop Changes Everything

TikTok Shop is a feature within TikTok that allows

users to shop directly on the platform and sellers
to manage the entire sales process from the Seller
Center. It is the first social network to offer users the
ability to complete the entire shopping process within
the same app.

This marks a true revolution in e-commerce and

digital marketing. In fact, by the end of 2024, TikTok
Shop had no less than 15 million sellers across the
eight markets where it was present (United Kingdom,
United States, Thailand, Indonesia, Singapore,
Vietnam, the Philippines, and Malaysia), and it is
expected to grow even more in 2025.

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*Mobile devices: Rotate the screen to see

the complete content
#32
Smart+ Campaigns on TikTok

Released in October 2024, TikTok’s Smart+

campaigns are an AI-driven advertising option.
They help boost brand performance by automating
certain aspects of campaign management, such
as targeting, bidding, and creatives.

Following Meta’s model, all you need to do to use

them is input your budget, targeting objectives,
and creatives. Smart+ will then select the ideal
combinations to create the best ad possible.

0:00

Creation of Smart+ campaigns

 Trends in Social Ads

#33
Pinterest: Generative AI
Continues to Transform
Ad Creation
The latest platform to join this gen AI trend is
Pinterest. It allows advertisers to use artificial
intelligence to transform the background of their
product images and create product images from
scratch. As of 2024, many social networks have
implemented generative AI tools in their ad platforms,
helping brands with their creatives.

In 2025, we’ll see more brands adopt these features,

especially small businesses with fewer marketing
resources. Keeping that in mind, it’s not just about
generating images with AI. It also includes text, music,
and tagging, among other possibilities. By 2025, we’ll
likely see many more social networks offering these
options to advertisers, and those that already have
them will likely implement improvements. This will
not only reduce campaign costs but also speed up
their launch.
 Trends in Social Ads

#34
Meta: Authenticity and
Transparency in Influencer
Ads

In October 2024, Meta announced that it would use

facial recognition technology to combat fraudulent
influencer ads. But what does this actually mean? Let’s
talk about it.

Unfortunately, there are social media accounts created

solely for scamming users. One of their strategies is
to use the images of influencers or celebrities to get
users to engage with their content and redirect them to
fraudulent websites.
While Meta already has tools to detect these
types of scams, they’re not 100% effective.
These new facial recognition technology aim
to increase its effectiveness. While this isn’t a
reality yet, it may launch in 2025, and many more
social networks may develop their own version.
This technology will compare the faces used
in fake accounts’ images with the ones in the
creators’ profile pictures.

Additionally, Meta has announced that it also

plans to use this technology to help users
verify their identity more quickly and recover
their accounts more easily if they forget their
password, lose their device, or fall victim to
account theft.

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 Trends in Social Ads

#35
LinkedIn: A New Era for
Social Ads in the B2B
Market
If you’re a brand selling to other businesses, you
already know that LinkedIn is the go-to social
network for professionals. You may have already
launched a few ad campaigns on the platform. If so,
you’ve probably noticed that the options available
were somewhat limited, often making it difficult for
advertisers to achieve their goals. Thanks to recent
updates, however, you’ll be able to make much
better use of the platform in 2025.

The social network has introduced new campaign

objectives. In addition to the four previous
ones, there are now three more options: brand
awareness, job applications, and website
conversions. But that’s not all—bid options have
also been expanded, linking them to different
conversion goals. The option for lookalike audiences
has been created as well.
Lastly, in the campaign manager, you can
now filter by type and status, making it
easier for advertisers to keep everything
organized and accessible. Additionally,
lead generation forms can now be edited
before launching them.
06
Trends in
Video Marketing
Trends in
Video Marketing

Updates in AI-Powered Video Creation

36 and Editing

37 New Features in YouTube Shorts

38 YouTube Shopping Affiliate Program

+ Google + Shopify

39 Interactive and Animated Subtitles

 Trends in Video Marketing

#36
Updates in AI-Powered
Video Creation and Editing
In 2025, tools like Adobe Premiere and CapCut and
their AI-driven innovations are leading the way in
video editing. Premiere, used in films like Deadpool,
introduces the Generative Extend feature, which
allows clips to be extended using generative AI.
This tool analyzes the video content to generate
additional frames, extending scenes and improving
transitions. It even extends ambient sounds and
effects, although it currently does not cover
dialogues or music.

Clip extension with

generative AI in Premiere
+

Intelligent conversion of long

videos to short videos in CapCut
+
 Trends in Video Marketing

#37
New Features in YouTube Shorts
In 2025, YouTube Shorts will introduce significant
changes for creators and brands. Videos already
have a limit of 3 minutes, expanding storytelling
possibilities for more impactful campaigns and
brand messaging.

Additionally, Shorts will include trending and viral

templates accessible through the Remix feature,
enabling creators to replicate popular video styles
while personalizing content with their branding. This
update makes following trends more efficient and
creative.

Finally, the introduction of generative AI in

Shorts will allow the creation of unique clips with
customized backgrounds and advanced effects,
enhancing creativity and improving content
visibility. With these innovations, Shorts continues
to position itself as a must-have platform in video
marketing.
Remix function for using tem-
plates in Shorts
 Trends in Video Marketing

#38
YouTube Shopping Affiliate
Program + Google + Shopify

The YouTube Shopping AffiliateProgram is set to

revolutionize ecommerce in 2025 by integrating Shopify
and Google Merchant Center in order to seamlessly
connect brands with content creators. Brands can sync
their catalogs with YouTube Shopping and creators can tag
products in their videos and earn commissions on sales.

This model expands monetization opportunities for creators

while boosting the global reach of brands. Although
currently available only in the United States, it is poised to
become a cornerstone of digital marketing in the coming
years.

These trends not only redefine how content is created but

also how it is distributed and monetized, solidifying video
marketing as an essential tool in 2025.

YouTube Shopping Affiliate

Program
#39
Interactive and Animated
Subtitles
Clickable Subtitles for More Information: On
platforms like YouTube and Vimeo, some brands
and creators are beginning to experiment with
interactive subtitles that allow users to click on
speci c words or phrases to access additional
details. For instance, a tech product video
might feature subtitles with links directing
viewers to a purchase page or more technical
information about the product. This adds a layer
of interactivity, enhancing the user experience.

Shoppable Subtitles: This feature is starting to

roll out on platforms like Instagram and TikTok,
where subtitles can include links to products. If
an influencer mentions a piece of clothing or an
accessory, the subtitles can include a direct link
to purchase the item online without leaving the
video.
07
Trends in
Email Marketing
Trends in
Email Marketing

40 Voice-Powered Email

41 Emails are Becoming More Interactive

User-Generated Content,
42 Also in Email Marketing

BIMI, Brand Indicators for

43 Message Identification
 Trends in Email Marketing

#40
Voice-Powered Email

Scroll to read more

The use of smart speakers and voice assistants is
steadily increasing. By 2025, statistics regarding the
percentage of users are expected to rise, and as a
brand, it’s crucial to be prepared and adapt to your
audience.

Users will increasingly start listening to the

content of their emails instead of reading them.
Consequently, brands will begin optimizing their
email messages to fit this new trend. How? By
structuring emails in a way that voice assistants can
easily read or even including audio content directly in
the message.

Voice assistant usage in US (Source: Backlinko)

#41
Emails are Becoming More
Interactive
Interactive emails contain elements that respond to
user actions. While they aren’t entirely new, their use
is set to grow significantly among brands in 2025.

These types of emails are far more engaging

for users—a necessity given the sheer volume of
commercial emails people receive daily. In other
words, they’re a great way to stand out.

Adding surveys or questionnaires directly into your

emails is one way to make them interactive. Another
trend gaining traction this year involves playful
interactive elements, such as spin-to-win wheels or
virtual scratch-off cards.

In addition, you can incorporate interactive buttons

that change color or expand when users hover over
them, further enhancing engagement.
 Trends in Email Marketing

#42
User-Generated Content,
Also in Email Marketing
User-generated content (UGC) has been used in social
media campaigns and blogs for a while. Now, it’s set to
become a key trend in email marketing for 2025.

UGC involves using content created by users—such

as social media posts, reviews, or testimonials—as
part of a brand’s communication strategy. Its biggest
advantage lies in how audiences perceive it: UGC
feels more authentic and trustworthy since it isn’t
paid for by the brand.

Including user-generated content in your 2025

email marketing strategy is a smart move and
can significantly improve the performance of your
campaigns or newsletters.
Source: Seguno (Aeva Beauty)
 Trends in Email Marketing

#43
BIMI, Brand Indicators for
Message Identification
BIMI stands for Brand Indicators for Message
Identification, a new authentication method that
helps users quickly recognize whether an email is
from a legitimate brand and identify which brand it
is. This is achieved by displaying the company’s logo
directly in the recipient’s inbox.

Given the increasing number of scams and hacking

attempts via email, 2025 is expected to see a rise
in the adoption of BIMI by companies and broader
support from email providers.
Beyond enhancing security, BIMI can
also make your emails stand out in
users’ inboxes, improving visibility and
increasing the likelihood that recipients
will click on them. For this reason,
it’s worth exploring BIMI protocols to
implement this feature in your email
strategy.

Without BIMI With BIMI

08
Trends in
Programmatic
Advertising, Native
Advertising, and
Branded Content
Trends in
Programmatic Advertising, Native Advertising, and
Branded Content

44 Programmatic Out-Of-Home (OOH)

45 Programmatic Audio

Integration of Generative AI into Native

46 Advertising

More Immersive Content with Interactive

47 Formats in Native Advertising

Greater Integration with Influencer

48 Marketing in Native Advertising

Native Content Based on Augmented

49 Reality (AR)

50 Social Responsibility in Branded Content

 Trends in Programmatic Advertising, Native
Advertising, and Branded Content

#44
Programmatic Out-Of-Home
(OOH)
Programmatic Out-Of-Home (OOH) advertising refers to
the automated buying and selling of outdoor advertising
spaces, such as billboards, bus shelters, or digital screens in
shopping centers, transportation hubs, or stadiums. Unlike
traditional advertising, programmatic OOH allows for much
more precise audience targeting and scheduling of ads
based on location, time of day, weather conditions, or other
factors that may influence the audience.

+
#45 Read more

Programmatic Audio
Advertising on audio platforms like podcasts and music
streaming services is booming due to their growing
popularity. Just as personalized ads can be served on video
platforms or digital outdoor advertising spaces, they can also
be delivered on these types of platforms.

+
Read more
 Trends in Programmatic Advertising, Native
Advertising, and Branded Content

#46
Integration of Generative AI
into Native Advertising
Arti cial intelligence has many uses, one of which is creating
hyper-personalized and relevant advertising content
in real-time. Generative AI can create content based on
audience data and the characteristics of the platform where
it will be published, making it more adaptable and making the
ads much more engaging and less intrusive.

With the goal of improving user experience and maximizing the

effectiveness of ads, it’s expected that more companies will
adopt generative AI in native advertising. Currently, platforms
like Taboola and Outbrain already incorporate generative AI for
this purpose, optimizing the user experience and increasing
the relevance of the ads.

Taboola AI Assistant
#47
More Immersive Content
with Interactive Formats
in Native Advertising
Interactive formats in native advertising

Scroll to read more

are on the rise, as users are drawn to
immersive content, especially when it is
original, invites participation, and provides
entertainment, such as interactive videos
or games do. Moreover, this type of format
allows for a much deeper connection
between the brand and the user.

It is expected that companies will be

encouraged to create native advertising
based on immersive experiences, especially
when the goal is to increase brand retention
and conversion rates. It should be noted,
however, that as this type of format grows
users will become more demanding, seeking
 Trends in Programmatic Advertising, Native
Advertising, and Branded Content

#48
Greater Integration with
Influencer Marketing in Native
Advertising
Influencers have become key figures for many brands,
especially when targeting audiences on social media.
Given this, one of the trends for 2025 is expected
to be a significant increase in strategies and
collaborations with influencers, as they are the best
way to create content that feels organic.

Influencers can create content that blends well with

their regular posts, allowing products or services to be
presented within a natural, engaging, and non-intrusive
context. This makes it easier to create campaigns with
increased credibility and authenticity, which maximize
the impact and effectiveness of the advertising.

It is also expected that brands will be more selective

when choosing influencers or public figures, and that
the number of followers will no longer be the sole
determining factor.
 INFLUENCER MARKETING

What is it and how to use it

 Trends in Programmatic Advertising, Native
Advertising, and Branded Content

#49
Native Content Based on
Augmented Reality (AR)
Native content based on augmented reality is becoming
increasingly attractive and engaging, both for brands
and users, so it is expected to be a resource that will be
used more frequently. In fact, it is believed that in 2025
augmented reality will be more organically integrated into
native advertising, offering users the opportunity to
interact with products or services in as realistic an
environment as possible.

For example, companies like Ikea already allow users to see

how furniture would look in their homes before purchasing,
while Tommy Hilfiger allows customers to try on clothes
through screens installed in their stores.
AR, when effectively applied to advertising or
native content, can be a great opportunity to boost
conversion and customer loyalty, as it offers endless
experiential resources and opportunities.

#50
Social Responsibility in
Branded Content
Consumers expect brands to present content
Scroll to read more

that is not solely focused on selling products or

services, but that is aligned with certain social,
environmental, or cultural causes that speak
to their values. This means that companies
looking to position themselves as industry
leaders must work to create and strengthen
an emotional connection with their audience
in addition to conveying authenticity and quality
through their content.
09
Trends in
Ecommerce
Trends in
Ecommerce

51 YouTube Shopping Expands

52 Generative AI Applied to Ecommerce

53 Online-to-Offline Commerce (O2O)

54 Subscription Models

55 Sustainability in Ecommerce

56 Global Inflationary Pressures

57 Faster Deliveries for Everyone, Regardless of

Location

58 Online Returns are Increasing

 Trends in Ecommerce

#51
YouTube Shopping Expands
YouTube Shopping is a feature that allows content
creators to connect their online store (or another brand’s
store) to their channel to promote and sell products. It
works similarly to Instagram’s shop, which also lets you
tag products and create an online catalog.

The origin of YouTube Shopping dates back to 2022,

thanks to an agreement between the video platform and
Shopify, and since then, YouTube has continuously added
new features. The latest addition came in 2024 in the
form of an “affiliate program,” allowing creators to tag
products directly in their videos so users can purchase
them directly.

Currently, this program is only available in the United

States and South Korea, though its expansion into
Indonesia, Thailand, and Vietnam was recently
announced. While it hasn’t yet reached Europe or Latin
America, it’s important to keep an eye on this feature so
it doesn’t catch us off guard when it launches in these
regions.
 AFFILIATE
PROGRAM

How to connect
your store +
 Trends in Ecommerce

#52
Generative AI Applied
to Ecommerce

In addition to using AI to create content (such as blog

posts, product descriptions, calls to action, images,
etc.), in 2025 we will see more and more ecommerce
businesses implementing AI in other areas to help
users find exactly what they’re looking for.

Furthermore, we’re already seeing how AI is being

applied to image search on ecommerce platforms,
as well as to shopping assistants. Therefore, if
you’re considering implementing AI features in your
ecommerce business, we recommend keeping an eye
on these two applications.

This technology is so important that even major

marketplaces are paying close attention to it. For
example, Amazon has already implemented an AI-
powered assistant that can answer product questions
based on customer reviews and provide general
summaries of those reviews.
#53
Online-to-Offline
Commerce (O2O)
Online-to-offline commerce (O2O) is a strategy

Scroll to read more

that involves attracting potential customers to
online channels with the goal of having them make
purchases in physical stores. Although it might
seem contradictory, this strategy is becoming a
trend because many retailers have realized that
online shoppers are less likely to make large
purchases or browse different products, as they
usually have a clear idea of what they want to buy
and prefer to get straight to the point.

As in-store purchases naturally lead to higher-

value buys, the O2O model encourages online
users to put down their devices and visit physical

Source PayCEC
 Trends in Ecommerce

#54
Subscription Models
Did you think subscription models were only for digital
services? It seems that 2025 will prove otherwise. An
increasing amount of consumers are looking for a more
attentive and personalized service, while companies
are thinking about more than just transactions. That’s
why we are seeing many ecommerce businesses adopting
subscription models, such as personalized monthly surprise
boxes or regular deliveries, among other options.
+
Read more

#55
Sustainability
in Ecommerce
According to experts, businesses that embrace sustainable
practices are the most profitable in the long term. This could
be one of the mantras for 2025. Many businesses, however,
believe that implementing greener practices in their
companies may be too costly.

+
Read more
 Trends in Ecommerce

#56
Global Inflationary
Pressures
The effects of inflation will still be felt in 2025, not only in the
price of raw materials and transportation (which will remain
high and force prices to increase) but also in consumer
spending, which is likely to be more consistent in line with
their frequency of purchases.

+
Read more

#57
Faster Deliveries for Everyone,
Regardless of Location
Although logistics and shipping costs are one of the main
challenges regarding profitability for online retailers, by
2029, it is expected that around 66% of deliveries will be
made on the same day an order is placed or, at the latest,
the following day.

+
Read more
#58
Online Returns
are Increasing
In 2025, it doesn t seem like returns will

Scroll to read more

decrease, meaning they are expected to remain
one of the biggest challenges in the ecommerce
sector. One of the main reasons for this is that
many retailers have adopted a free return
policy to attract more customers, but this
strategy has a dark side: the increase in returns
and, consequently, the decrease in profitability
per purchase.

To maintain the option of free returns, many

ecommerce businesses are opting to provide
more accurate product information, as
well as size guides if in the fashion sector. This

VIEW IMAGE

Source: ECDB
10
Trends in
Marketplaces
Trends in
Marketplaces

59 Amazon Ads Introduces Exciting Updates

Amazon’s Shift in Focus: From Vendor to

60 Seller

61 Alibaba Sees Rapid Growth

Miravia, the Marketplace Expected to

62 Grow by over $1.6 Billion

63 eBay Fights to Regain its Former Prominence

Marketplace Standards Are Rising:

64 Shoppers Are Expecting More
 Trends in Marketplaces

#59
Amazon Ads Introduces
Exciting Updates
In October 2024, Amazon announced three new
features for advertisers, all of which are so interesting
that we’re sure they’ll become a trend in marketplace
advertising for 2025 on the platform:

1 New DSP Interface

2 AI Creative Studio

3 Interactive Ads
 Trends in Marketplaces

#60
Amazon’s Shift in Focus:
From Vendor to Seller
At the end of 2024, Amazon decided to shift its
business model in order to increase profitability
and optimize operations. It did this by reducing its
reliance on the Vendor Central model, where Amazon
buys products directly from brands and manages the
inventory. This change allows for greater flexibility in
price management, resulting in more competition
among sellers.

While this may initially be difficult to manage for

many brands, it also presents a great opportunity for
those who want more control over their products and
strategies while continuing to sell on Amazon.

This shift will apply to certain brands, which will gain

access to specific analytical tools that aren’t available
under the older model. These tools are intended to
help brands with their marketing and sales strategies.
If you’re one of the brands that needs to transition to
the new model and feel lost, Cyberclick can help, as
we have an exclusive partner in Seller Central.
#61
Alibaba Sees
Rapid Growth
Alibaba, the group that owns marketplaces like
Aliexpress, is experiencing solid growth within its core
businesses. Specifically, Aliexpress’s premium service,
Choice, which offers users a more reliable and secure
shopping experience by providing only products
managed by Aliexpress through its own logistics,
has seen rapid growth in orders. Aliexpress’s strong
performance is also evident in the appointment of
David Beckham as an ambassador, as well as the
signing of a partnership with Magalu, one of the
largest retail companies in Brazil.

Additionally, the marketplace is increasingly

committed to addressing counterfeiting issues,
ramping up its efforts to combat it in countries like
South Korea.
 Trends in Marketplaces

#62
Haul: Amazon’s New
Temu Rival
In November 2024, Amazon launched “Haul,” a new
discount storefront designed to compete with low-
cost ecommerce platforms like Shein and Temu. Haul
offers a diverse range of products, including clothing,
accessories, and home goods, all priced at $20 or less.
While most items are priced at $10 or under, some are as
low as $1. To encourage larger purchases, Amazon offers
discounts of 5% on orders over $50 and 10% on orders
over $75. Shipping costs $3.99, but is free for orders
over $25. Delivery times range from one to two weeks,
similar to Shein and Temu, indicating that Amazon may
source products from Chinese manufacturers. Despite
the longer delivery times, Amazon assures that all
items in Haul are screened for safety, authenticity, and
compliance with regulations.

Haul’s launch reflects Amazon’s strategy to tap into

the growing demand for affordable fashion and home
goods, especially among younger consumers who are
increasingly shopping on platforms like Shein and Temu.
By offering competitive pricing and a wide selection of
products, Amazon aims to attract budget-conscious
shoppers and expand its customer base.
That being said, Haul faces significant
challenges in differentiating itself from
established competitors. While Amazon’s vast
product selection and brand recognition are
key advantages, Haul’s success will depend
on its ability to offer a compelling shopping
experience that resonates with consumers.
Some critics have already noted that Haul’s
interface lacks the engaging and unpredictable
elements that make platforms like Temu
popular.

Source: Amazon
 Trends in Marketplaces

#63
eBay Fights to Regain its
Former Prominence
eBay was a pioneer in the marketplace sector, but it is
not currently at its best due to intense competition from
companies like Amazon, Shein, and Temu. That being said,
eBay is not willing to give up and aims to regain its position,
so in 2025, it will become more active than ever.

Its strategy to achieve this has started with the launch

of a global advertising campaign, which is particularly
significant as the company hasn’t launched one since
2016. The campaign’s goal is to rejuvenate the brand and
reconnect with the younger audience, making them feel
more identified with the marketplace. Specifically, eBay
wants to attract the attention of Generation Z, as they are
big fans of second-hand items, especially those related to
fashion.
#64
Marketplace Standards
Are Rising: Shoppers Are
Expecting More

Recently, there has been a noticeable trend where

major marketplaces like Amazon and Zalando have
raised user expectations for these platforms. Thanks
to their significant logistical investments, these
large marketplaces have been able to offer enviable
delivery speed and quality, which has become a
non-negotiable requirement for users. As a result,
other marketplaces are also improving their logistics
processes to stay competitive.

But this isn’t just about shipping. Marketplaces like

Amazon have also made consumers accustomed to
dealing with a single point of contact when problems
or questions arise. In other words, customers expect
marketplaces to provide a simplified and centralized
shopping experience, where they don’t need to
worry about who is responsible for each part of
the process, as only one entity is in charge: the
marketplace.
11
Trends in
Content Marketing
Trends in
Content Marketing

65 The Rise of Short-Form Video

Increased Investment in Content for

66 Social Media

Human Connection More Important than

67 Ever

Co-creation of Content (Between

68 Brands and their Communities)
 Trends in Content Marketing

#65
The Rise of
Short-Form Video
The rise of short-form video continues to transform
the way people consume and create content online,
and its popularity is expected to keep growing significantly,
remaining a key trend. This applies to all types of videos,
from those with an informational purpose to those with
advertising goals. According to several HubSpot studies,
most businesses invest more in short-form video than in
any other format, as it has provided the highest Return
on Investment (ROI).

The popularity of short-form video is mainly due to changing

consumption habits, with users preferring shorter formats
that better fit the fast-paced nature of life. Additionally, it’s
not just TikTok or Instagram that promote short-form video
creation—YouTube has also joined in with YouTube Shorts,
now allowing videos from 1 minute to up to 3 minutes long.

Short-form video, however, presents a challenge for

businesses, as they must create content that grabs
attention quickly and effectively.
Image source: YouTube Help
 Trends in Content Marketing

#66
Increased Investment in
Content for Social Media
Social media will continue to be a dominant trend in
content marketing in 2025, with most businesses
expected to invest more in social media content.

+
Read more

#67
Human Connection
More Important than Ever
The oversaturation of content has led users to seek out
brands that are and appear different—those that don’t solely
aim to promote themselves and sell, but that also care about
their customers and demonstrate a certain social, cultural,
and environmental commitment.
+
Read more
 Trends in Content Marketing

#68
Co-creation of Content
(Between Brands and their
Communities)
One of the most effective strategies for strengthening the
connection between a brand and its customers, as well as
fostering loyalty, has been co-creating content or giving
user-generated content (UGC) the attention it deserves.
In addition to involving the community and making them
part of the project, this approach adds authenticity to
the brand’s offerings and boosts credibility. Considering
these benefits, companies are increasingly investing in this
type of content, aiming to build a closer and more personal
relationship with their audience.

In the chart below, we can see how searches for the keyword
“user-generated content” have risen over the past five years.
Content co-creation goes far beyond than
just sharing reviews or opinions, as in this
case, originality must also be a priority. For
example, Lego created a platform where fans
can share their own creations and vote for their
favorite designs to become officialproducts.
This campaign continues to be a great success,
meaning Lego achieved its goal.

Source: https://ideas.lego.com/

The goal is to encourage users to create and

share content around the brand. Considering
that this practice is on the rise, the more original
and eye-catching the campaign is, the better.
12
Trends in
Inbound
Marketing
Trends in
Inbound Marketing

69 Inbound Marketing in 2025: How to Create

Content That Converts in a Multichannel
Ecosystem

Integrated Inbound Marketing: The Connection

70 Between Organic and Paid Strategies Strategies

71 Outsourcing Marketing

Generative AI: The Driving Force Behind

72 the Future of Inbound Marketing

Omnichannel Strategy: Beyond LinkedIn in

73 B2B

Podcasts: The Unexpected Ally of Inbound

74 Marketing

75 Mobile Apps: Personalization and Loyalty in

Inbound Marketing
 Trends in Inbound Marketing

#69
Inbound Marketing in 2025: How
to Create Content That Converts
in a Multichannel Ecosystem

With the rise of direct searches on platforms like

Scroll to read more

Google and the growing popularity of generative chat
tools, informational keywords are losing relevance in
favor of those focused on conversions.

In 2025, it will be crucial to focus on niche keywords

that prioritize conversions, moving away from
purely informational ones that, in many cases, no
longer generate as much traffic as they once did.
The key will lie in offering valuable content that not
only educates, but also guides users toward making
a purchase decision by leveraging data, product
comparisons, and authentic reviews. Nowadays, 86%
of users consult reviews before buying new products
or services.

Additionally, don’t forget to diversify your acquisition

strategy. Search engines remain important, but
platforms like TikTok and YouTube are making
strides as tools for discovering brands and
products, especially among younger audiences. SEO
isn’t dead it has simply expanded to new channels
MORE ABOUT
SEO
 Trends in Inbound Marketing

#70
Integrated Inbound Marketing:
The Connection Between
Organic and Paid Strategies
In 2025, the line between organic and paid strategies
will blur, moving toward an Allbound Marketing
approach—a hybrid strategy designed to optimize
results at every stage of the funnel. In the realm of
Inbound Marketing, relying solely on organic content
will no longer be enough to stand out in an increasingly
competitive digital ecosystem. The key will be
combining organic efforts with strategically designed
paid campaigns to make an impact during the middle
and final stages of the funnel.

While organic content will remain the core method of

attracting qualified traffic and nurturing leads in the
early stages, paid campaigns will play an important role
in guiding prospects toward conversion. Advertising
formats like dynamic remarketing, interactive
content ads, and lead ad formats will allow brands
to maintain a consistent and personalized presence
throughout the buyer’s journey.
This integration not only enhances the
effectiveness of Inbound Marketing strategies
but also accelerates conversion timelines
and boosts return on investment (ROI).
Brands adopting this method should focus
on advanced segmentation, leveraging
behavioral data to personalize campaigns, and
consistently measuring the combined impact of
both tactics.

Moreover, with the growth of platforms like

TikTok, LinkedIn, and YouTube, paid investments
will be essential to reach specific audiences
on the channels where they interact and make
decisions. In this new standard, the success
of Inbound Marketing lies in striking the right
balance between the value of organic content
and the precision of paid campaigns, creating
an integrated approach that supports users at
every step of their digital journey.
 Trends in Inbound Marketing

#71
Outsourcing Marketing
We’re increasingly seeing organizations outsource their
entire Inbound Marketing strategy, particularly if they
are small and medium-sized businesses. This is because
outsourcing is often much more cost-effective than
building an in-house team.

In other words, by outsourcing this service, businesses

can have access to a full marketing team and a variety
of specialists without having to manage them internally.

Additionally, outsourcing helps reduce risk. If you’re

not satisfied with the services provided by a marketing
agency, you can quickly seek an alternative—something
that is far more challenging with an in-house team.
 Trends in Inbound Marketing

#72
Generative AI: The Driving Force
Behind the Future of Inbound
Marketing
Since its breakthrough with ChatGPT, artificial
intelligence has proven to be a game-changer in
content creation and the personalization of Inbound
Marketing strategies. Tools like HubSpot, with its
recent Breeze integration, and Amazon, with its Q
assistant, are leading this transformation, increasing
access to this technology and making it easier for
businesses of all sizes to implement. As Yamini Rangan,
CEO of HubSpot, said: “In the future, there will only be
one type of CRM: AI-powered CRM.”

In 2025, AI will be essential not only for streamlining

tasks and enhancing customer interactions but also
for delivering more creative and efficient results.
Leveraging this technology is no
longer optional—it’s a necessity
for standing out in a competitive
market in B2B and B2C strategies.
#73
Omnichannel Strategy:
Beyond LinkedIn in B2B
Inbound Marketing in the B2B sector is evolving
toward an omnichannel approach. Neil
Patel, well-known marketer, predicted that
social media would play a key role in this area.
Platforms like TikTok, Instagram, and YouTube
are gaining prominence alongside LinkedIn. In
a world where B2B clients are individuals who
interact across multiple channels, being present
on the platforms they use will help brands build
trust and foster a sense of community.

By 2025, sharing authentic and relatable

content will be essential to humanizing
relationships with clients, making Inbound
Marketing strategies more effective in the
business sector.

VIEW GRAPH

ARTICLE
 Trends in Inbound Marketing

#74
Podcasts: The Unexpected Ally
of Inbound Marketing

The rise of podcasts continues, as the global audience

is expected to grow from 410 million in 2023 to 620
million by 2027. With formats ranging from education to
entertainment, podcasts have become a powerful tool
for Inbound Marketing to reach specific audiences.
Platforms like YouTube and Spotify are leading the way,
particularly in regions like Latin America, where Brazil
has the highest level of success.

In Spain, young, male listeners dominate this

medium and mainly consume podcasts on mobile
devices at night. Podcasts not only humanize brand
communication but also allow for deep, lasting
connections with the audience, making them a key
component of Inbound Marketing in 2025.
 Trends in Inbound Marketing

#75
Mobile Apps: Personalization
and Loyalty in Inbound
Marketing
Mobile apps are redefining the customer experience
in Inbound Marketing. Apps offer superior
personalization through advanced data analysis
and enable push notifications that directly increase
engagement. According to experts, these tools also
facilitate offline access, expanding the possibilities for
interaction with the brand.

In 2025, companies that adopt this technology will

have a significant competitive advantage, especially in
sectors where customer experience is key to loyalty.
Apps will be the perfect bridge to connect with an
increasingly digital and mobile audience.
McDonalds Mobile App
13
Trends in
SEO
Trends in
SEO

76 The Short-Term Future of SEO

77 Searches on Social Media are Increasing

78 The Antitrust Trial Against Google Could

Completely Reshape the Search Landscape

Optimize Thinking About the User,

79 Not Just Keywords

80 Technical SEO is More Important Than Ever

81 ChatGPT Search and Its Impact on SEO

82 Local SEO

Visual Searches are Becoming Increasingly

83 Important
 Trends in SEO

#76
The Short-Term Future of SEO

One of the key trends for 2025 is how AI is transforming

SEO. Strategies that worked before may no longer be
effective, especially due to the rise of no-click searches,
where users find answers directly on the search engine
results page (SERP) through rich snippets or AI-generated
content. While this reduces organic traffic, it doesn’t mean
SEO is obsolete, but that it simply requires a renewed
approach.

To adapt, create content that answers complex

questions, optimize videos and images outside of
YouTube, and follow traditional SEO practices to appear
in rich snippets. Additionally, maintaining high-quality
standards in your content can position your brand as a
reliable source, as Google uses these as references in AI-
generated answers.

Another essential rule is prioritizing content based

on personal experiences. Google values unique and
authentic content that reflects the author’s personality
and adheres to EEAT guidelines. This means focusing on
real-life experiences, providing value that machines can’t
replicate, and connecting better with your audience.
 Trends in SEO

#77
Searches on Social Media
are Increasing
Although search engines remain users’ favorite

Scroll to read more

tool for finding answers, social media searches are
growing in popularity, making it something to keep an
eye on in 2025.

This is particularly noticeable among millennial

users, as well as members of Generation Z and
X. For this reason, social media positioning is more
important than ever, so we recommend working on
hashtags across platforms like Instagram, TikTok,
and YouTube Shorts. Additionally, to improve your
social media positioning, it’s helpful to include
keywords in your bio and to keep your username
simple.
#78
The Antitrust Trial Against
Google Could Completely
Reshape the Search
Landscape
You might not know this, but Google is currently
facing antitrust trials in the United States
that could force the company to share its
data and algorithms. If this happens, other
organizations could use this information to
create their own search engines, bringing more
variety to search options.

This means that SEO specialists would need

to develop new strategies, complicating their
work. That being said, it would also present
a great opportunity for innovation and could
help experts better understand how Google
organizes pages on the SERP.

While it’s still uncertain how this will play out,

we recommend keeping a watchful eye on the
story so you’re not caught off guard.
 Trends in SEO

#79
Optimize Thinking About the
User, Not Just Keywords

Another key SEO trend unfolding in 2025 is the

importance of designing positioning strategies based
on the problems and challenges users face. In other
words, focusing on search intent.

Keywords can often be misleading, as the most

searched ones frequently have unclear intent or are
dominated by forums and review articles.

So, instead of focusing solely on search volume,

consider whether a keyword truly allows you to help
your target audience. This approach will save you time
and effort by avoiding keywords where your input isn’t
needed or where competition is too intense.
+ What is search intent in SEO?

Source: Semrush

DISCOVER
OUR
FREE
EBOOK
 Trends in SEO

#80
Technical SEO is
More Important Than Ever
Technical SEO has become the foundation of
any search engine optimization strategy. This
approach focuses on optimizing key aspects of
a website—such as loading speed, responsive
design, security, and clear structure—to ensure
that search engines can effectively detect, crawl,
and rank it. These factors not only improve your
website’s performance on the SERP but also
enhance the user experience.

In 2025, technical SEO will be even more critical,

as search engine algorithms continue to prioritize
fast, secure, and well-structured sites. Adapting to
this trend doesn’t have to be overwhelming. There
are many tools and resources like the checklists
provided by Google and Bing that simplify the
implementation of these improvements. Prioritizing
these actions will help you stand out from the
competition and ensure your site is optimized for
the ever-evolving SEO landscape.
Source: HubSpot, The Technical Guide to SEO
 Trends in SEO

#81
ChatGPT Search
and Its Impact on SEO
ChatGPT Search, introduced by OpenAI in 2024,
merges the capabilities of ChatGPT with advanced
web search functionality. This system uses AI
models partnered with real-time information
from the internet to deliver fast, clear, and
relevant answers, positioning itself as a potential
competitor to Google and Bing. Although still in
the testing phase, it promises to transform how
online searches are conducted.

The primary goal of this tool is to simplify the

user experience by providing direct answers
paired with links to reliable sources. Additionally, it
enables follow-up questions, making interactions
more dynamic and personalized—something that
could redefine the role of traditional SEO.

Source: OpenAI
To adapt, brands must focus on creating
high-quality, well-structured, and
trustworthy content since tools like
ChatGPT Search rely on these sources to
generate responses. This shift forces SEO
professionals to concentrate on optimizing
the relevance and accessibility of their
content.

Source: OpenAI

More about
ChatGPT Search
+
 Trends in SEO

#82
Local SEO
If you have a store or a brick and mortar business, working
on your local SEO is no longer optional–it has become
essential in the online world.

This is due to the growing prominence of rich snippets

on the SERP that display maps with local businesses,
often showing three establishments by default and their
locations.

+
#83 Read more

Visual Searches are

Becoming Increasingly
Important
Visual searches are transforming how users interact with
search engines. Tools like Google Lens, Pinterest Lens,
and Bing Visual Search allow users to find information
or related products simply by uploading an image. Other
solutions, like Amazon Visual Search and image-based
discovery features on social media, make visual content
more accessible than ever.

+
Read more
14
Trends in
CRM
Trends in
CRM

Gamification, One of the Most Interesting

84 Trends in CRM

The Democratization of Customer

85 Relationships

86 The CRM of Things, IoT Reaches CRM

Self-Service in CRM, Customers Won’t Need

87 to Contact Support

88 Support for Sales Professionals As Well

89 Emotion Recognition with CRM

90 Niche CRM Solutions

Next-Generation CRM, More Automated and

91 Predictive

92 XaaS (Everything-as-a-Service) in CRM

 Trends in CRM

#84
Gamification, One of the Most
Interesting Trends in CRM
Gamification involves incorporating game-like
elements into non-gaming environments to trigger
psychological effects such as enjoyment or a desire to
win. These effects encourage users to engage more
actively with the platform.

This is something we’ve already seen implemented

by brands in certain apps (like Shein) and in email
marketing strategies. In fact, it’s set to become one of
the major CRM trends for 2025, as many CRM platform
developers are expected to embrace gamification
because it has the ability to drive engagement among
both customers and sales teams.

Cabify App mini game

#85
The Democratization
of Customer Relationships
CRM tools are becoming increasingly
accessible to small and medium-sized
businesses (SMBs). What does this mean? It
means CRMs are becoming easier to use,
customize, and implement, allowing even
companies without any technical expertise to
adopt them effectively in a short time.

2025 is shaping up to be the year in which

SMB adoption of CRM platforms increases
significantly. With CRM tools becoming even
more accessible, companies will realize they
can lower costs while gaining deeper insights
into their customers and potential leads.

Graphic source: iContact

 Trends in CRM

#86
The CRM of Things,
IoT Reaches CRM
IoT, or the Internet of Things, refers to everyday
objects being connected to the internet—for example,
smart lightbulbs. This is made possible by integrating
IoT devices into these objects, which can receive
instructions and collect data to send to a designated
location.

In 2025, we’ll see this technology increasingly

integrated into CRM systems. IoT will enable the
collection of valuable real-time customer data from
connected devices, providing companies with deeper
insights into customer preferences and behavior.

This integration will allow businesses to create highly

targeted campaigns and significantly enhance the
customer experience.
Diagram generated by AI
 Trends in CRM

#87
Self-Service in CRM,
Customers Won’t Need
to Contact Support
While customers have become increasingly demanding,
they are also becoming more independent and prefer
to solve issues on their own without reaching out to
support teams. This trend is now shaping the future of
CRM systems.

By 2025, more customer relationship management

platforms will include advanced self-service features
like chatbots and automated support systems.
These tools will allow customers to resolve their issues
or inquiries quickly and independently. Not only will
this improve customer satisfaction, but it will also help
businesses cut costs by optimizing the workload of
customer support teams.
#88
Support for Sales
Professionals As Well
Just as customers will benefit from self-
service tools, sales professionals will also
gain access to virtual assistants within CRM
tools by 2025. These assistants will help them
manage tasks and provide real-time, data-
driven recommendations. This will boost their
performance and enable them to deliver more
personalized customer interactions.

Hubspot CRM
 Trends in CRM

#89
Emotion Recognition
with CRM
Moving from Artificial Intelligence to Emotional
Intelligence, 2025 will see the rise of emotion
recognition technology in CRM systems, transforming
customer support.

Sales and customer service professionals will be able to

identify customer emotions in real-time and respond
with tailored solutions, fostering stronger relationships.
This will empower organizations to adopt a more
proactive approach, addressing potential issues before
they arise. The result? Higher customer satisfaction and
increased loyalty.

Additionally, this development aligns with the expected

growth of social CRM in 2025. Brands will be able to
connect with their customers on social media directly
from their CRM platforms, leveraging data available
on these networks to build more meaningful and
personalized relationships.
 Trends in CRM

#90
Niche CRM Solutions
Every business has unique needs depending on
its industry. Currently, most CRM platforms are
general-purpose, designed for use by organizations
of any type. A key CRM trend for 2025, however, is
the rise of niche CRM tools specifically tailored to
particular market sectors.

These niche CRMs will serve as custom-fit solutions,

offering exactly what businesses in specific
industries need—nothing more, nothing less.
This approach is already becoming increasingly
common, making it easier for businesses to find
tools that perfectly align with their requirements.
 CRM
TOOLS
 Trends in CRM

#91
Next-Generation CRM,
More Automated and Predictive
Another major trend for CRM systems in 2025 will
be smarter platforms with enhanced automation
capabilities. Projections suggest that manual data
entry could be reduced by as much as 50%, allowing
companies to focus more on developing strategies, thus
improving efficiency and productivity.

The evolution won’t stop at automated data entries.

Marketing campaigns and customer interactions will also
benefit from advanced automation. Additionally, this
trend will help minimize human errors, making processes
more reliable.

We’ll also see CRM tools with more advanced analytics

capabilities, enabling businesses to anticipate customer
needs and elevate personalization to unprecedented
levels.
#92
XaaS (Everything-as-a-
Service) in CRM
The “Everything-as-a-Service” (XaaS) model
allows businesses to pay only for the software
tools that they use. This will allow companies
to customize CRM tools to their specific needs
instead of adjusting their operations to fit the
software.

While subscription models will remain, they

will become even more flexible, making it
easier to scale services up or down as
needed. This adaptability will help businesses
maximize their investment in CRM solutions.

Image source: QA Source

15
Trends in
Marketing
Automation
Trends in
Marketing Automation

93 Platforms for Automating Customer Experience

Gain Traction

94 Automated Messaging in Mobile Apps

95 Influencer Marketing, Now Automated

Account Intelligence Goes One Step

96 Further

Retargeting Campaigns are Stronger Than

97 Ever

98 Dynamic Pricing Strategies as a Key

Automation Trend
 Trends in Marketing Automation

#93
Platforms for Automating
Customer Experience
Gain Traction
Businesses are increasingly aware of the importance
of delivering an enhanced and personalized experience
to potential and existing customers. In 2025, we’ll see
more companies adopting platforms to optimize every
customer touchpoint and further tailor the experience
throughout the customer lifecycle.

Instead of relying on sales representatives or customer

service agents for daily interactions, many automated
solutions will be implemented. This shift will lighten
the workload for teams, allowing them to focus on
critical moments and addressing issues as they arise.
 Trends in Marketing Automation

#94
Automated Messaging
in Mobile Apps
While mobile phones are the preferred device for most
people to access the internet, desktop computers still
dominate when it comes to online shopping. That being
said, mobile devices shouldn’t be overlooked.

It’s likely that in 2025 many companies will strengthen

their app strategies and begin sending automated
messages through their apps to guide user behavior.
Additionally, we’re likely to see a resurgence of SMS as
part of this effort.

Image source: Mailchimp

#95
Influencer Marketing,
Now Automated
In 2025, the automation of influencer marketing
will see significant growth. This involves leveraging
tools to manage influencer outreach and
relationship management, automating repetitive
tasks, and freeing up time for brands to focus on
the strategic aspects of their campaigns.

These tools are equipped with algorithms that

identify relevant influencers whose style and
values align with the brand. While brands retain
the final say, this automated screening process
can save a lot of time. Furthermore, the tools can
be customized to specify desired characteristics,
enabling tailored options to meet the brand’s
needs.
 Trends in Marketing Automation

#96
Account Intelligence
Goes One Step Further
In 2025, account intelligence is set to expand significantly,
proving its immense value in identifying high-quality leads
and increasing ROI. This practice involves leveraging Artificial
Intelligence (AI) to analyze data from potential clients,
identifying the most promising ones and prioritizing them
in the sales funnel. AI will provide insights into their level of
interest in the company and their conversion potential.

#97
Retargeting Campaigns
are Stronger Than Ever
Retargeting is expected to improve substantially in 2025,
recognizing that many customers don’t convert during
their first website visit. This strategy targets users who
have already interacted with a brand—whether by visiting
its website or opening an email—but haven’t made a
purchase or taken any other action.
+
Read more
 Trends in Marketing Automation

#98
Dynamic Pricing Strategies
as a Key Automation Trend
Dynamic pricing strategies are also in the market
for significant refinement. These strategies use
algorithms and data analysis to adjust and optimize
product or service pricing based on various factors,
including demand, market trends, historical data, and
competitor pricing.

While industries like airlines, ticket sales, and

transportation have benefited from dynamic pricing
for years, 2025 will bring improved capabilities and
adoption by new sectors, such as the restaurant
industry.
Example: Strategy based on
competitor’s price

Example: Strategy based on price

according to perceived value

MORE EXAMPLES
16
Trends in
PPC and SEM
 Trends in
PPC and SEM

Ads Available in AI Overviews: New Marketing

99 Opportunities in 2025

Google Lens: The Technology Transforming

100 Marketing in Google Search

101 Google Ads Reports Generated by AI

Automation in SEM Replaces Enhanced CPC

102 (eCPC)

103 More Powerful Audience Hyper-Segmentation

The Next Generation of Video Advertising:

104 New Tools

105 Google Shopping Revamped with Generative AI

 Trends in PPC and SEM

#99
Ads Available in AI Overviews:
New Marketing Opportunities
in 2025
In mid-2024, Google introduced AI Overviews, a
feature that uses generative AI to present concise
summaries at the top of search results. This tool
synthesizes key information from trusted sources,
saving users the effort of browsing multiple pages and
displaying relevant ads tied to their queries.

By 2025, updates to AI Overviews will dramatically

reshape search and advertising programs. For
instance, users will be able to ask the AI to simplify
its responses—a feature especially useful for
those researching unfamiliar topics. According to
Sundar Pichai, this is “one of the most significant
improvements to Google Search in 20 years.”

A Practical Example: If a user searches for “How

to remove grass stains from jeans,” AI Overviews
will generate tips for stain removal and display ads
for stain-removal products, boosting visibility for
advertisers.
This integration of AI and advertising
personalizes search experiences by connecting
users with products and services that directly
address their needs. This includes price
comparisons, reviews, and purchase locations.
 Trends in PPC and SEM

#100
Google Lens: The Technology
Transforming Marketing in
Google Search
Google Lens has become the fastest-growing
search format, now handling over 20 billion
searches per month. Users can utilize their
camera, screenshots, or online images to search
for information on clothing, plants, recipes, math
problems, or foreign-language menus. For example,
they can identify an eye-catching backpack on the
street or find similar products in online catalogs.

Example of Visual Search with Google Lens

In 2025, visual searches will become even more
powerful thanks to recent updates to Lens. These
include the ability to record videos and receive
information about captured elements or ask
voice questions about the content of a photo or
video. Enhanced integration with Google Shopping
will also allow users to access details like price
comparisons, reviews, and available colors and
models.
These advancements not only enrich the user
experience but also unlock new advertising
opportunities. Google Shopping ads will
appear alongside Lens results, increasing
conversions by connecting consumers with the
specific products they’re seeking.
 Trends in PPC and SEM

#101
Google Ads Reports
Generated by AI

The introduction of generative AI in Google Ads is

revolutionizing reporting. Generative AI is transforming the
way marketers generate reports in Google Ads. Now, users
can interact with the intelligent reporting tool by typing
natural language questions, such as:

What has been the performance of my campaigns this

month?
Which ad groups have delivered the best results?
Which of my search campaigns had the highest
conversion rates last week?

Marketers can also specify detailed parameters, including:

Cost, conversion value, and conversion rate by

campaign type.
User locations, clicks, and impressions.

Generative AI naturally understands these requests,

making report creation smoother and more
personalized.
By 2025, this interaction will become even more
advanced, with voice commands likely to be
introduced. This would make the process even
more efficient and accessible for marketers. Also,
this integration further establishes AI as a crucial
ally in optimizing advertising campaigns quickly
and accurately.

Screenshot of an advertiser creating a new campaign having a

conversation with Google Ads AI.
 Trends in PPC and SEM

#102
Automation in SEM Replaces
Enhanced CPC (eCPC)
At the end of 2024, Google announced that it would begin
phasing out the Enhanced eCPC bidding strategy, with the
process set to continue through March 2025.

What does this update mean for advertisers?

Scroll to read more

This update in Google’s SEM ecosystem means that,
as an advertiser, you will no longer be able to use
Enhanced Cost-Per-Click (eCPC) for search or display
campaigns.

This restriction isn’t immediate. Currently, the eCPC

option is still available for businesses already using
it. Between March 15 and 25, 2025, Google will
automatically migrate all Enhanced CPC strategies
to Manual CPC strategies.

That said, if you recently disabled the eCPC option in

your current campaigns, you will no longer be able to
reactivate it.

Why is this update occurring?

The purpose of this change is to encourage the

d ti f d d di t t d
 Trends in PPC and SEM

#103
More Powerful Audience
Hyper-Segmentation
Many marketers are using AI to automate their own tasks.
They tend to focus solely on AI’s ability to “speak” (produce
content or take actions). What they may not have realized
yet is that AI is also excellent at gathering data from its
surroundings.

AI is an all-in-one tool when it comes to data collection.

It has the ability to extract information from phone calls,
text messages, live chats, emails, voice notes, website
heatmaps, browsing histories, and more. The most
advanced AIs are capturing real conversations in all
formats between customers and businesses.

In 2025 we will see AI that is much more specialized in

identifying patterns and classifying users into more
detailed segments than traditional segmentation criteria
like age or gender.

For example, instead of targeting an ad to “women aged

25-34 interested in fitness,” AI will help you identify
users who are interested in specific activities like yoga or
CrossFit, allowing your SEM campaign to accommodate
these ultra-specific preferences with much more
accuracy.
This more granular segmentation
enabled by AI not only allows for precise
targeting but also opens the door to
campaigns with an unprecedented
level of personalization. This means
that the content of your ads can adapt
to each micro-segment.

Additionally, beyond hyper-

segmentation, AI also continuously
optimizes. It analyzes the results of each
ad in real time and dynamically adjusts
the segmentation to improve campaign
performance. If it finds that a certain
segment of users responds better to a
particular type of ad or message, AI will
automatically redistribute the budget
toward that audience, maximizing the
investment.
 Trends in PPC and SEM

#104
The Next Generation of Video
Advertising: New Tools

1 Ariel

2 Adios

3 Demand Gen
 Trends in PPC and SEM

#105
Google Shopping Revamped
with Generative AI
One of the biggest challenges for advertisers in Google
Merchant Center is optimizing product feeds to maximize
visibility and conversion. This is where FeedGen comes
in. FeedGen is a generative AI tool that improves the
quality of product listings by generating more detailed
titles and descriptions, completing missing attributes, and
personalizing content based on the advertiser’s needs.

FeedGen allows A/B testing of titles in real time,

comparing AI-generated versions with the original content
to identify which option performs better. Additionally, a
scoring system helps adjust the listings before publishing,
ensuring accuracy and relevance.

At the end of 2024, Google transformed Google Shopping

with generative AI-based features that will go on to
shape 2025:

AI-generated summary +

Personalized feed +

New deals page +

17
Trends in Data
Science and
Business Intelligence
 Trends in
Data Science and Business Intelligence

Flexible Data Tools, One of the Best Tips

106 for 2025

107 The Rise of Data Lakehouse

108 More Advanced Use of Data Analysis

109 The Adoption of Hybrid and Multi-Cloud Solutions

110 Deepfake Detection

111 The Expansion of Graph Analysis

112 Data Cleaning, Now Automated

113 Unprecedented Computational Power

 Trends in Data Science and Business Intelligence

#106
Flexible Data Tools,
One of the Best Tips for 2025

You probably know how hard it is to get used to a new

corporate tool. In 2025, more and more companies will
come to this realization, especially when it involves data
analysis and visualization tools. That’s why it will be a
trend to choose data science platforms that can adapt to
any type of organization and grow with it.

In this regard, we will also see many more developers of

these platforms focusing on improving the scalability
of their products.

Although beneficial for everyone, this will be especially

useful for small businesses, as they will no longer have
to pay more for less.
 LINKEDIN ARTICLE:
13 ESSENTIAL TOOLS

READ ARTICLE +
 Trends in Data Science and Business Intelligence

#107
The Rise of Data Lakehouses
To fully understand this trend, it’s important to clarify the
following concepts:

Data lake: A centralized repository where large

volumes of data from various sources are stored in
their original format, regardless of their size. They are
very flexible and scalable but can lead to data quality
and governance issues if there are a lack of proper
management measures in place.

Data warehouse: In this case, the data is organized

and stored in an orderly manner to facilitate analysis.
The main benefit is that high-quality information
can be extracted to make business decisions with
confidence. That said, this rigidity in structure
prevents it from handling unstructured or semi-
structured data.

As you can see, both repositories have their strengths

and weaknesses, but what if there was a third option that
combined the best of both worlds? Such an option does
indeed exist and will become one of the most significant
trends in Data Science and Business Intelligence in 2025.
It’s known as the data lakehouse, a hybrid
between the two previous concepts, allowing
both flexible data storage and the ability
to process structured data and perform
advanced analytics. We’ll see how many
companies begin adopting data lakehouses
internally to improve their analysis capabilities
and performance.

VIEW IMAGE
 Trends in Data Science and Business Intelligence

#108
More Advanced Use
of Data Analysis

Data analysis tools, including those that facilitate

predictive and prescriptive analysis, will be
refined in 2025, becoming an essential resource for
businesses. These technologies will enable more
precise long-term strategic decision-making by
providing a deep understanding of user behavior over
time.

Thanks to these advancements, brands will not only

be able to identify historical patterns in their data,
but will also be able to anticipate future trends and
propose strategies that optimize their performance.
For example, predictive analysis may indicate which
products will have higher demand in specific seasons,
while prescriptive analysis will suggest the best
actions to take advantage of these opportunities.
 Image source: Spotfire

Additionally, the integration of these tools with

artificial intelligence and machine learning
technologies will allow businesses to automate
analytical processes and adjust strategies in real
time. This will enable companies to respond quickly
to market changes, reduce risks, and maximize
operational efficiency. Data analysis thus becomes a
key competitive advantage for companies looking to
lead in an increasingly dynamic digital environment.
 Trends in Data Science and Business Intelligence

#109
The Adoption of Hybrid and
Multi-Cloud Solutions
This trend refers to businesses (both large and small)
combining the use of on-premises services or public
clouds with private cloud services when analyzing and
managing large volumes of data. This will allow them to
get the best of both worlds, offering greater flexibility,
cost-efficiency, and scalability.

Private clouds are more flexible, offering greater control

and versatility. On the other hand, public clouds are
more cost-effective, require less maintenance, and are
highly reliable. Additionally, on-premises services provide
greater control in all aspects.

This combination of environments also offers the benefit

of easier data recovery in case of errors or disasters.
#110
Deepfake Detection
A deepfake is an image, video, or audio that
appears real but is actually generated by artificial
intelligence. This content is becoming increasingly
common as AI tools become more accessible to
the general public. As a result, deepfakes will be
very frequent in 2025, raising doubts about the
authenticity of what we see or hear on a screen.

In response, by 2025 we will also see the

emergence of deepfake detection tools, as data
scientists develop more robust detection methods.

Source: The Guardian

 Trends in Data Science and Business Intelligence

#111
The Expansion
of Graph Analysis
Graph analysis is an advanced data analysis technique
that can detect complex patterns. It is widely used in
the field of social media to identify connections that are
not immediately apparent when analyzing data through
traditional means.

In 2025, we will see how this type of analysis is increasingly

applied to detect fraud and in recommendation systems
to enhance personalization and effectiveness.

#112
Data Cleaning,
Now Automated
In 2025, the manual preparation, cleaning, and filtering of
data will significantly decline. These steps are critical in data
analysis but consume a substantial amount of time for data
scientists. In fact, they are often the most time-intensive
tasks.
+
Read more
Example of a graph analysis
 Trends in Data Science and Business Intelligence

#113
Unprecedented
Computational Power

Quantum computing combines knowledge from

physics, mathematics, computer science, and
quantum mechanics to solve complex problems
much faster than classical computers.

In 2025, this type of computing is expected to

revolutionize data analysis, giving more businesses
access to enhanced processing capabilities and far
more accurate predictive analytics.
The evolution of computational power
over the years
18
Trends in
Data Analytics
Trends in
Data Analytics

114 Growth in Unstructured Data Analytics

Augmented Analytics as a Way to Democratize

115 Data Analytics

116 Blockchain for Greater Data Security

117 Collaborative Data Platforms,

a Must for Remote Work

118 Increased Demand for Data Storytelling

 Trends in Data Analytics

#114
Growth in Unstructured
Data Analytics
The volume of unstructured data has grown significantly
with the rise of image and video content. As a result,
advanced tools capable of processing unstructured data
will become increasingly important for businesses, allowing
them to access more information and explore new data
fields. This, in turn, will enable more informed decision-
making.

VIEW IMAGE

Source: Pecan
#115
Augmented Analytics as a
Way to Democratize Data
Analytics
Augmented analytics combines natural
language processing and machine learning
in the data analysis process. This makes the
insights generated from data analysis more
understandable and accessible to non-
technical professionals.

In 2025, tools integrating augmented analytics

will be one of the most prominent trends in
data analytics, as they will empower more non-
technical professionals within organizations
to participate in corporate decision-making
processes.

But how will this actually work? These

augmented analytics tools come with
integrated conversational interfaces, such
as virtual assistants or chatbots, allowing users
to ask data-related questions and receive
responses in simple, easy-to-understand
language.
 Trends in Data Analytics

#116
Blockchain for
Greater Data Security
Data security within companies will be one of the most
critical data analytics trends in 2025. As a result, we will see
an increasing adoption of blockchain technology in data
analysis and storage platforms to prevent issues related to
unauthorized access and data tampering.

#117
Collaborative Data Platforms,
a Must for Remote Work
In 2025, there will be a rise in collaborative data platforms
that allow teams from different areas to easily share work-
related data. This trend will be especially prominent in
companies where remote work is a common practice.
Source: 101blockchains.com
 Trends in Data Analytics

#118
Increased Demand
for Data Storytelling
Data storytelling transforms data into valuable insights
and communicates them in a story format, both internally
within companies and in campaigns targeted to the public.
Since it adopts a narrative format, elements like characters
and settings are included to enhance the storytelling.

As one of the key data analytics trends for 2025, more

companies are expected to begin this practice, recognizing
the significant benefits it offers. On the client side,
presenting data in this way increases trust, credibility,
and professionalism. Additionally, it serves as an effective
tool for simplifying complex concepts, something that is
especially valuable in industries like tech services, where
products or services may be challenging for the public to
fully grasp.
+
Read more
Example: Spotify Wrapped
19
Trends in
IT and Development
Trends in
IT and Development

119 Zero Trust Cybersecurity

120 Quantum Technology

121 Low-Code Software Development

122 The Top Cross-Platform Apps

DevSecOps: Integrating Security into

123 Software Development As Well

Edge Computing, a Practice that is

124 Becoming Essential
 Trends in IT and Development

#119
Zero Trust
Cybersecurity
Zero Trust cybersecurity is a security strategy that
continuously verifies the authorization of a device or
person attempting to connect to a network or system. In
other words, the system explicitly authorizes access
every time an attempt is made, regardless of whether the
attempt comes from within the organization or outside it.
It also doesn’t matter if the person or device has previously
accessed the system—verification must be performed
again. The core principle is that no one has access unless
explicitly authorized.

This strategy enables organizations to protect themselves

from increasingly sophisticated threats and is rapidly
becoming a go-to approach in cybersecurity.

It contrasts with the traditional perimeter-based

defense strategy, where individuals or devices outside
the organization were considered “threats,” while those
inside were deemed “safe.” With the rise of remote work
and cloud-hosted systems, this methodology is losing
relevance.
 The shift to Zero Trust cybersecurity
also involves optimized data protection
through technologies such as
encryption. This ensures that even
if attackers gain access to the data,
they cannot decrypt it. Similarly, this
approach incorporates real-time threat
monitoring and promotes a proactive
attitude toward addressing potential
threats, focusing on prevention rather
than remediation.

Source: BlackBerry
 Trends in IT and Development

#120
Quantum
Technology
Quantum computers can perform complex
calculations that traditional computers cannot
handle, operating hundreds of millions of times
faster. While much work remains, 2025 is poised to
make way for a significant leap forward for quantum
technology. In fact, the United Nations has declared
2025 the International Year of Quantum Science
and Technology.

Quantum technology will also significantly advance

machine learning and benefit various industries,
such as logistics. By analyzing many more
factors simultaneously, quantum systems will
optimize supply chain management and discover
better transportation routes, reducing costs and
accelerating delivery times.
#121
Low-Code Software
Development
Low-code or no-code platforms are

Scroll to read more

growing exponentially. These platforms are
designed to allow users with no technical
or programming knowledge to use them
effortlessly. This will enable more people to
develop applications from scratch, thanks to
intuitive interfaces.

As a result, the software market is expected to

grow, allowing more people to bring their ideas
to life without requiring a large initial budget.
Similar to what happened with website editing
tools, we will see how drag-and-drop systems
and the se of p e designed components

Source: Radix
 Trends in IT and Development

#122
The Top
Cross-Platform Apps
Cross-platform apps are those that can be used on
different operating systems and devices. Therefore,
regardless of what you use to access them, the experience
will be the same.

This type of app allows developers to reach a broader

audience and make the project more cost-effective. For
businesses, it simplifies the development of a consistent
strategy and user experience, which is crucial in the
omnichannel world we live in.

Moreover, these apps are also easier to maintain

compared to non-cross-platform apps, as the latter
require managing multiple versions, each with its own
maintenance needs.

What this means is that non-cross-platform apps will

continue to decline in favor of apps like WhatsApp or
Spotify, which work across any system or device.
Example of multiplatform Zaptest
application
 Trends in IT and Development

#123
DevSecOps: Integrating
Security into Software
Development
DevSecOps is a practice that involves integrating
security measures into the software development
process. This is something we will see more of in 2025
due to the increase in cyberattacks, as well as their
growing sophistication and complexity.

Software development companies that implement

DevSecOps in their processes will result in more reliable
and secure software.

#124
Edge Computing, an Emerging
Essential Practice
Data centers aren’t going to disappear, at least not for
now. Keeping this in mind, as one of the key technology,
development, and IT trends for 2025, they will be sharing
space with what’s known as edge computing. This allows
data to be processed in real-time closer to where it is
generated, thus reducing data latency.

+
Read more
Source: Dynatrace
20
Trends in PR,
Communication,
and Digital Events
 Trends in
PR, Communication, and Digital Events

Integration of Artificial Intelligence (AI)

125 in Communication

126 Collaborations with Micro-Influencers

127 Improved Hybrid Capabilities

128 Advanced Crisis Management

129 Micro-Events

130 Visual and Interactive Content

 Trends in PR, Communication, and Digital Events

#125
Integration of AI
in Communication
The number of companies integrating AI-powered tools
in public relations, communication, and digital events is
expected to continue growing. Some of the benefits of
these tools include the ability to analyze vast amounts
of data in real-time to measure the impact of
campaigns, identify trends, and manage crises much
more effectively.

Additionally, these tools can significantly facilitate

content generation (personalized or not), and
optimize audience segmentation, especially on social
media, making messages much more effective and
relevant.

Beyond all of this, AI can assist in event planning and

execution, facilitating interaction with attendees
through chatbots, personalized recommendations, and
behavior analysis during events.
 Trends in PR, Communication, and Digital Events

#126
Collaborations with
Micro-Influencers
Many brands are focusing on collaborating with micro-
influencers—those with up to 10,000 followers who build
much closer and more authentic connections with
their audiences, making campaigns significantly more
effective.

The notion that “the more followers an influencer has,

the better” is becoming outdated. Now, brands prioritize
authenticity and connection with niche audiences,
as these followers tend to be much more engaged. In
addition to building trust and credibility, this type of
influencer is more cost-effective, making them suitable
for almost any strategy and accessible to businesses of all
sizes, including smaller ones.
#127
Improved Hybrid
Capabilities
The combination of in-person and
digital formats is becoming increasingly
popular and has become a key trend in PR,
communication, and digital events. This
requires creating a seamless integration
between virtual and in-person experiences,
which is expected to grow in the coming
year thanks to new tools and platforms that
facilitate this through streaming, live chat,
and virtual networking.

For brands, launching a hybrid campaign

is also a way to generate higher
engagement levels and offer more
flexibility or adaptability. It provides more
detailed metrics—essential for measuring
the impact of a strategy.
 Trends in PR, Communication, and Digital Events

#128
Advanced Crisis Management
In today’s hyper-connected environment, where
information spreads at lightning speed, effective crisis
management is becoming increasingly crucial. This
involves implementing strategies to monitor and
detect online content that could harm a brand’s
reputation or image. The faster and more transparent
the response to such situations, the less damage will
be incurred. Additionally, digital media enable direct
interaction with affected parties, which can help build
trust towards the brand over the long term.

#129
Micro-Events
Another growing trend in PR, communication, and digital
Scroll to read more

events is the organization of a higher number of micro-

events to achieve greater return on investment. These
events, while simpler, allow for much closer, more
exclusive, and personal interaction with attendees.

Micro-events can be either in-person or virtual but are

always tailored to the target audience. Additionally, they
offer several advantages: they are more sustainable, cost-
ff ti d bl f l i ti l ti
#130
Visual and
Interactive Content
Visual and interactive content, such as
infographics and videos, will become the
most effective strategy for capturing the
audience’s attention. This type of content
makes it much easier to convey even the
most complex information. Additionally, it is
more engaging, appealing, and effective
when the goal is to encourage greater
audience participation.

This category also includes elements

like surveys, quizzes, navigable content,
or anything that allows users to actively
participate while providing valuable insights
for future campaigns or strategies.

View example

Source: WebPublication
21
Trends in Branding,
Design, and UX
 Trends in
Branding, Design, and UX

131 Personalization in UX and AI

132 Optimization of Dark Mode

133 Invisible Design and Minimalism

134 Predictive Heatmaps

135 Parallax Scrolling

136 Vertical and Dropdown Navigation

Accessibility Becoming Increasingly

137 Prominent in Branding

138 Neumorphism Evolves and Makes Way for

Glassmorphism

139 What Colors Will Dominate Branding in 2025?

 Trends in Branding, Design, and UX

#131
Personalization
in UX and AI
Companies are expected to focus more on adapting
to the specific needs, preferences, and behaviors
of users, offering highly personalized products,
services, and experiences to improve retention and
satisfaction. To achieve this, brands will increasingly
rely on AI and advanced algorithms. This will enable
them to analyze vast amounts of data and anticipate
users’ needs or desires. By 2025, we are likely to see
a rise in the number of companies using intelligent
chatbots or recommendation engines to automate
processes and improve predictive experiences.
Uizard: AI design software
 Trends in Branding, Design, and UX

#132
Optimization of
Dark Mode
Dark mode will continue to evolve to become more
accessible and flexible. This extends beyond simply
offering light and dark options for screen-based devices.
It involves providing automatic transitions based
on the time of day or ambient lighting conditions.
Furthermore, beyond improving the user experience, dark
mode is an effective way to save battery life and optimize
the energy efficiency of devices.

It’s important to keep in mind that this trend requires

careful consideration when designing and creating web
content, as all elements must adapt to remain visually
striking in dark mode. This means selecting colors
thoughtfully so that buttons, icons, images, graphics, and
other elements continue to stand out. Additionally, text
must maintain excellent readability for all users, including
those with vision impairments.
Dark mode theme design in iOS

Color design in dark mode on iOS

 Trends in Branding, Design, and UX

#133
Invisible Design
and Minimalism
Invisible design and minimalism will prioritize
removing all unnecessary visual elements that
do not add value to the user. This approach
focuses on creating interfaces that are as intuitive
and straightforward as possible, integrating subtle
interactions such as gestures, voice commands, or
micro-interactions that reduce reliance on traditional
elements. This shift requires significant design effort,
as the functionalities must remain strong, balancing
aesthetics with usability and functionality.

There are already examples of invisible or minimalist

design, such as Google Search, which features a clean
interface with just a single search bar, a logo, and the
essential buttons. Despite its simplicity, its utility and
functionality have advanced significantly over the years
thanks to AI and algorithms that enhance the search
experience behind the scenes.

+
Read more
Google Search interface design
 Trends in Branding, Design, and UX

#134
Predictive
Heatmaps
Predictive heatmaps are set to become more prevalent,
leveraging AI and data analytics to forecast user
behavior on a website or digital platform. Unlike
traditional heatmaps, which show where users interact,
predictive heatmaps anticipate actions based on prior
behavioral patterns. This allows web content and design
to be tailored proactively, increasing user time on the
site, improving usability, and driving conversions more
effectively.
#135
Parallax
Scrolling
Parallax scrolling is a web design technique where
different elements on a page move at varying speeds
during scrolling, creating a sense of depth and
dynamic interaction. Beyond enhancing visual
aesthetics, this technique helps guide users through
the content. As a result, it is expected to solidify its
position as a key trend in web design.
 Trends in Branding, Design, and UX

#136
Vertical and
Dropdown Navigation
Vertical and dropdown navigation is becoming
increasingly popular, especially as most users access
websites with their mobile devices. This type of
navigation enables better content organization,
helping users find what they need easily. It also
maximizes screen space.

This trend aligns with the clean and minimalist designs

users are drawn to, prioritizing functionality and user
experience over aesthetics. Additionally, it significantly
improves the user experience, particularly on mobile
devices.
Image source: Dribbble,
Helena Sternicka
 Trends in Branding, Design, and UX

#137
Accessibility Becoming
Increasingly Prominent in
Branding
Brands are recognizing the importance of inclusivity and
catering to diverse audiences. It’s no longer enough to
offer products, services, or experiences for all types of
people—creating user-friendly interfaces with readable
text and a color palette that complies with WCAG (Web
Content Accessibility Guidelines) is essential. This means
accessibility will gain greater importance, with digital
interfaces designed to accommodate all users,
including those with visual, auditory, or motor disabilities.

Moreover, accessibility is a branding strategy that not

only enhances the user experience but also strengthens a
brand’s reputation and image, which is why it will become
increasingly significant.
Source: Home Office Digital, Data and Technology
 Trends in Branding, Design, and UX

#138
Neumorphism Evolves
to Glassmorphism
While neumorphism gained popularity for its soft,
light aesthetics, it is gradually giving way to
glassmorphism, which offers a minimalist and
elegant approach. This design style focuses on
transparency, blurring effects, soft shadows, bright
colors, and fine outlines.

Designers are expected to embrace glassmorphism

to create a fresher, more modern visual experience
that avoids overloading or oversaturating the space,
thus improving both readability and navigation. Once
again, the goal is to deliver a user experience that is
not only visually appealing but also comfortable and
immersive.
Stripe uses this trend in its web design
 Trends in Branding, Design, and UX

#139
What Colors Will Dominate
Branding in 2025?
The colors chosen and used will be key to improving the
user experience and conveying that minimalist, elegant,
and comfortable image that is so sought after. Earth
tones, or natural and warm colors, will be an excellent
option alongside monochromatic palettes.

Pastel colors, which bring warmth and comfort, will also

be a great choice, as well as neutrals like grays, beiges,
or whites, all of which are highly flexible and adaptable to
any design.

Overall, the goal is to reflect balance, well-being, and a

connection with the environment while ensuring comfort
and readability. Therefore, brands will aim to select colors
that best align with their image while making users feel at
ease.
Mocha Mousse -
Color Pantone 2025
22
Trends in
Podcasting
 Trends in
Podcasting

140 The Podcasting Industry Continues to Grow

NotebookLM: How Google’s AI Creates a

141 Podcast from a Document

142 Advanced Personalization Powered by AI

143 Apple Podcasts and Its Episode

Transcriptions

144 Immersive and Interactive Podcasts

145 Podcasts Also on Social Media Platforms

146 Subscription Models and Hybrid Monetization

Podfluencers, New Influencers in the

147 Audio Era
 Trends in Podcasting

#140
The Podcasting Industry
Continues to Grow

About three years ago, there were around 600,000

podcasts worldwide. Today, there are over 4 million. This
increase is primarily due to the increasing number of
people consuming content in this format. Globally, the
podcast industry is expected to grow significantly over
the coming years, with greater diversification of topics
and styles. Several factors contribute to this trend,
including the rise and popularity of on-demand audio
platforms, easy access to podcasts, the low entry barrier
for content creators, and the format’s expansion into
regions like Asia-Pacific and Latin America.

With this promising outlook, it’s no surprise that

many professionals, companies, or organizations are
considering producing content in audio format,
particularly when targeting younger generations.
Given this, to stand out, especially among competitors,
it is essential to create content that is as original and
unique as possible. Provide the best audio quality and
develop a solid marketing campaign to support it.
 Trends in Podcasting

#141
NotebookLM: How Google’s
AI Creates a Podcast from a
Document

One of the most exciting innovations in the

podcasting world comes from Google, which has
introduced NotebookLM, an AI-powered tool
capable of transforming a written document into
a podcast script.

The AI analyzes the document’s content and

generates a ready-to-narrate script, simplifying and
speeding up podcast creation. Users only need to
fine-tune the style and tone to ensure it aligns with
their brand and target audience.

In addition to its practicality—one of its strongest

features—NotebookLM has an intuitive interface,
making it accessible to everyone including those
without technical expertise. It also integrates
easily with other Google tools, facilitating access to
documents and enabling content creation in multiple
formats.
At Cyberclick, we tested NotebookLM, and the
results were astonishing. We used the report
below a base, and what we obtained was truly
impressive. It even translated the report. Take a
listen!

0:00

Given the capabilities of this tool, it’s likely that

many companies will start using it, making it an
essential resource for converting successful
written content into podcasts or extracting new
ideas.
 Trends in Podcasting

#142
Advanced Personalization
Powered by AI
Given the high level of competition in the podcasting world,
brands aiming to position themselves in this format and
set themselves apart from competitors must understand
audience behavior and deliver much more personalized
experiences.

+
Read more

#143
Apple Podcasts and Its
Episode Transcriptions
A notable innovation in the podcasting world comes from
Apple Podcasts, the first company to integrate episode
transcriptions—a highly valuable feature for improving
search rankings since transcriptions have a direct impact
on SEO.

+
Read more
Resound AI Poscast Editing
 Trends in Podcasting

#144
Immersive and
Interactive Podcasts
Although creating immersive and interactive audio
content is still a challenge—since virtual reality in
podcasting is in its very early stages—this technology
is expected to start being integrated, enabling listeners
to enjoy an immersive 3D audio experience. The
vision is for listeners to interact with content in real
time by asking questions or responding to polls.

Spotify has already taken steps in this direction by

including Q&A sections and polls within its app. It’s
only a matter of time before more brands adopt these
features, making podcasts increasingly immersive,
interactive, personalized, and dynamic—moving
beyond passive listening.
Q&A Spotify Podcast
 Trends in Podcasting

#145
Podcasts Also on
Social Media Platforms
Social media is a key communication channel for many
professionals and businesses, so it’s no surprise that
it’s used to promote podcast episodes, especially
those that include video content. In fact, over the
past year, there’s been a surge in short videos from
podcast episodes shared on social platforms. This
approach is an effective way to grab the audience’s
attention and spark their curiosity about an episode.

This trend is expected to continue growing, particularly

because platforms like Instagram and TikTok make it
extremely easy. Even X (formerly Twitter) allows users
to share audio clips directly, making viral reach much
more achievable.

Sharing podcast snippets on social media also

encourages audiences to interact with episodes
through likes, comments, or shares. This feedback
can help creators get a feel for public opinion, spark
discussions, and expand the clip’s reach and visibility.
 Trends in Podcasting

#146
Subscription Models
and Hybrid Monetization

One of the trends predicted for podcasting in 2025

is the rise of subscription models, which will
offer more exclusive content. It’s highly likely that
various subscription plans will emerge—some more
affordable but ad-supported, and others ad-free.

This creates a world of opportunities for brands.

Those looking to advertise on podcast platforms
can target specific audiences that match their ideal
demographic profiles. Brands can also create and
monetize their own content. This means businesses
will be able to generate revenue through advertising
and content creation, making content strategies
even more profitable and effective.
Example of content under subscription
in Apple Podcast
 Trends in Podcasting

#147
Podfluencers, New Influencers
in the Audio Era
Podfluencers is the term used to describe the new
generation of influencers who are gaining traction
in the audio world, with their presence expected
to grow significantly throughout 2025. This means
that brands will increasingly look to connect and
collaborate with these audio influencers who
specialize in specific topics or areas.

The approach will be very similar to social media

ads, where products or services are integrated
organically into posts and now podcast episodes in
the most natural way possible. It’s also worth noting
that many podfluencers are already influencers on
social media, so the podcast format serves as an
additional channel to amplify their message and
reach an even larger audience.
NEW FIGURES
23
Trends in
Gaming Marketing
 Trends in
Gaming Marketing

148 Generative AI in Gaming

149 Integration of VR and AR in Cloud Gaming

Influencer Marketing with Gamers: New

150 Content and the Metaverse

Hyper-Realistic In-Game Advertising, A

151 Promising Future

Accessibility and Inclusion in Gaming and

152 their Impact on Marketing
 Trends in Gaming Marketing

#148
Generative AI
in Gaming

Generative AI is transforming the gaming industry

in ways that would have seemed unimaginable just
a few years ago. In fact, more than 40 use cases
have already been identified where generative
AI enhances the gaming value chain, according to
Boston Consulting Group.

For example, thanks to this technology, in-game

characters and personalized avatars could act
as brand ambassadors within the game universe.

In this context, generative AI is expected to fully

establish itself in 2025 in areas including:

Dynamic Content +
Creation

Character and Narrative +

Personalization

Optimization of Gaming +
Experiences

Creation of Realistic and +

Personalized Avatars
Generative AI in the gaming value chain
(Source: BCG)
 Trends in Gaming Marketing

#149
Integration of VR and AR
in Cloud Gaming
In the last 5 years, Google searches for “cloud gaming”
have increased by 975%. This is because the benefits
of transitioning to a cloud-based gaming model are
numerous and highly appealing to players.

One of these benefits is that advancements in cloud

services are playing a key role in the expansion and
adoption of virtual reality (VR) and augmented reality
(AR) in video games. The cloud gaming offerings we
will see in 2025 will allow players to access high-
quality VR and AR experiences without the need for
powerful hardware, opening up new opportunities for
immersive marketing and interactive content in the
gaming environment.
Searches for “cloud gaming” in the
last 5 years
 Trends in Gaming Marketing

#150
Influencer Marketing with
Gamers: New Content and
the Metaverse

It’s not just about “followers.” Gamer influencers

have built—and continue to build—active
communities where audiences share interests and
a passion for certain games. In fact, gamers are
the most popular type of influencers in the world,
as at least 23% of men between the ages of 18
and 34 follow a gamer influencer—a very high
percentage!

This allows for strong audience loyalty and greater

advertiser penetration in large, but traditionally
“closed,” communities on platforms like Discord
and Twitch.
According to The Influencer Marketing Factory,
advertisers can target four types of influencers in the
gaming sector:

Professional players (those who rank among the

world’s best)
Game streamers
Game Critics
YouTube and Twitch Players, and Vloggers

SABER MÁS
 Trends in Gaming Marketing

#151
Hyper-Realistic
In-Game Advertising:
A Promising Future
Native advertising within video games (in-game)
allows advertisers to easily blend into every
scene, environment, or level. This way, players
perceive them as a natural part of the game rather
than intruders solely promoting their products.
This smooth integration between advertiser-
game-player has led giants like Roblox to begin
implementing innovative in-game advertising
features.

It’s important to note that, as of last year, in-game

advertising was the highest-valued market
component in the entire industry, reaching
over €101 billion—surpassing even video game
streaming (Statista).
Comparison of in-game advertising profit
margins (Statista)
 Trends in Gaming Marketing

#152
Accessibility and Inclusion
in Gaming and their Impact
on Marketing
As more players seek experiences tailored to
their unique needs, accessibility and inclusion are
transforming how games are designed. This shift is
also creating a wave of new opportunities for brands.

Let’s take a closer look:

Adaptability for Different Needs: Features Scroll to read more

like customizable controls, colorblind modes,
subtitles, and assisted navigation systems
are making video games more accessible to a
new market niche composed of players with
varying abilities and needs. This accessibility-
driven approach will open up the gaming world to
millions of new players who previously couldn’t
engage. As a result, a new advertising landscape
is emerging, giving marketers the opportunity
to reach traditionally underserved audiences.
Additionally, this shift helps brands build a socially
responsible, inclusive, and sensitive image.

Representation of Diversity in Characters

dN ti I l i i i ti
Accessibility features in
Forza Horizon 5
24
Trends in Influencer
Marketing and
Content Creation
 Trends in
Influencer Marketing and Content Creation

153 Virtual Influencers Created with

Generative AI

154 Performance-Based Compensation

New Content Monetization Program

155 on Facebook

156 Increased Regulation for Influencers

 Trends in Influencer Marketing and Content Creation

#153
Virtual Influencers
Created with Generative AI
A “virtual influencer” is a digital entity designed
to look and behave like a human being on social
media platforms such as Instagram or TikTok. To better
understand this concept, let’s look at the example of
the influencer “Aitana Lopez” (from Barcelona, Spain).

The image of this character is created entirely with

generative artificial intelligence. As you can see, her
appearance is quite realistic, and she even has her own
“personality.” In her Instagram profile description, we
can read that she likes video games and fitness. In fact,
with more than 334,000 followers on Instagram, she is
considered a true influencer in the world of fitness and
fashion.

Her content is as human as that of any real person.

We see photos of her “day-to-day life,” whether she’s
drinking a Starbucks coffee, showing off spectacular
outfits, dining in luxury restaurants, working out, and
more.
Behind her image, there is a team of humans who
handle user interactions, upload stories, and publish
content, all with the help of other generative AI tools
like ChatGPT.

Instagram profile
of the virtual
influencer Aitana
Lopez (@fit_aitana)

This is a new way to promote products and brands

that will break many boundaries and barriers in
2025. That being said, this innovation is not limited
solely to influencers. There are also AI-generated
characters that represent specific brands without
necessarily being categorized as influencers.
 Trends in Influencer Marketing and Content Creation

#154
Performance-Based
Compensation
There are more influencers and brands working
together than ever before, making the influencer
marketing ecosystem increasingly complex. To
simplify the management of these strategies, brands
are starting to break down and reorganize their
commercial methods when working with different
types of influencers. For example:

Nano-influencers are not included in

compensation plans. They typically act as organic
brand advocates, such as creating tutorials or
unboxings on their own initiative.

Micro-influencers who promote a brand are

compensated through gifts.

Mid-level influencers (and sometimes micro-

influencers) are managed through affiliate programs.
This means they are compensated based on sales or
conversions generated through their efforts.

Macro-influencers are managed through public

relations campaigns with broader goals, such as
significantly increasing brand visibility.
To control this entire promotional structure, brands
are moving away from offering influencers fixed
rates. This now outdated approach is being replaced
with performance-based compensation. Under this
new model, influencer compensation is tied to specific
metrics, such as generated sales, web traffic, or
engagement rates. This ensures that brands pay only
for tangible results.

In 2024, 80% of brands tracked sales driven by their

influencer campaigns, and 70% measured ROI under
the same framework (Influencer Marketing Benchmark
Report 2024 by Influencer MarketingHub).

Percentage of companies that have measured the ROI of their

influencer marketing campaigns.
 Trends in Influencer Marketing and Content Creation

#155
New Content Monetization
Program on Facebook
Ads in Reels, In-Stream Ads, and performance-
based bonus programs will no longer be available
separately in 2025. This change comes after Meta
announced the beta launch of its Facebook Content
Monetization Program at the end of 2024, which
brings these methods together into a single unified
system.

Under this new program, creators’ earnings will still be

calculated based on engagement, views, and plays—
but only for “eligible content.” This includes long-form
videos, Reels, photos, and text posts that comply with
Facebook’s monetization policies.

While the compensation policies remain the same, the

innovation in this model lies in how much easier
it becomes for creators to earn and track their
revenue across different formats.

+
Read more
Facebook Content
Monetization Program
 Trends in Influencer Marketing and Content Creation

#156
Increased Regulation
for Influencers
In 2025, many so-called “Influencer Laws” came

Scroll to read more

into effect. Many of these legal frameworks establish
the requirements for a content creator to be
considered a “user of special relevance” on video-
sharing platforms—in other words, to be legally
recognized as an “influencer.”

In the United States, the Federal Trade Commission

(FTC) regulates influencer marketing activities. The
FTC requires influencers to disclose material
connections to brands when promoting products
or services. This includes sponsorships, free
products, or any form of compensation. Disclosures
must be clear, conspicuous, and in simple language,
such as using terms like “ad” or “sponsored.” They
should be placed where easily seen, such as within
the content itself (not buried in hashtags or links).
Influencers must provide honest reviews, avoid
misleading claims, and ensure that endorsements
reflect their actual experience. Brands are equally
responsible for ensuring compliance, monitoring
influencers’ disclosures, and correcting any
deceptive practices. Non-compliance can result in
penalties.
Source: FTC
25
Trends in
OTT Services
Trends in
OTT Services

157 The Coexistence of OTT and DHT

Mobile Devices, Another Key Trend in

158 OTT Services for 2025

Customer Support Makes its Way

159 into Video Streaming

Hyper-Personalization of OTT
160 Advertising Thanks to AI

161 The Most Popular Streaming Platforms

 Trends in OTT Services

#157
The Coexistence of
OTT and DHT
When we talk about DHT, we are referring to direct
home transmission services, which allow TV and radio
channels to be broadcasted from satellites to homes.
As you may know, OTT is the direct competitor of
DHT, as it has drastically altered global audiovisual
consumption habits. Now, we are seeing how DHT
services are evolving to adapt to the new times. One
of the ways they are doing this is by integrating
OTT platforms into cable boxes, so that streaming
content can be transmitted alongside traditional
TV channels. In fact, many companies are already
including OTT services in their packages.

This is causing users to not have to choose between

the two, allowing them to enjoy the best of both
worlds. Therefore, it seems that in the future, these
two models will coexist, with neither necessarily
disappearing despite the drop in audience they are
experiencing.
OTT Aps
 Trends in OTT Services

#158
Mobile Devices: Another Key
Trend in OTT Services for 2025
The number of users consuming video via smartphones
is growing much faster than television, mainly due
to streaming content being accessed through these
devices. Therefore, if you are a company offering
streaming services or a brand advertising through
them, it’s important not to overlook the growing
signi cance of smartphones to users.
#159
Customer Support
Makes its Way into
Video Streaming
Streaming platforms are no longer just used

Scroll to read more

to broadcast entertainment or promotional
content. We are seeing brands using them
(mainly in video format) as part of their
customer service strategy as well.

Instead of waiting for a customer to report

an issue, many brands opt to upload
helpful videos on the internet that show
their audience how to solve problems
with their products or services. This helps
companies take a much more proactive
stance, anticipating issues consumers may
run into and speeding up their resolution.
Additionally, the interactive and engaging
nature of videos makes problem-solving
much less tedious and more understandable
given that a picture is worth a thousand
words, pushing written explanations to the
background.
 Trends in OTT Services

#160
Hyper-Personalization of OTT
Advertising Thanks to AI

Another trend in OTT services for 2025 is that

streaming platforms are expected to create much more
tailored advertising experiences for users, thanks to
the implementation of artificial intelligence, machine
learning in their environments, vast amounts of data
they will handle, and speed of processing these data.

The segmentation these companies will be able to

perform will be highly precise, allowing them to show
the right ads to the right people, thereby increasing
their impact and improving brand results. Ultimately,
this is a trend you can’t overlook, as it’s expected to be
one of the most significant OTT service trends in 2025.
Prime Video Ads - Personalized ad
based on your Amazon searches
 Trends in OTT Services

#161
The Most Popular
Streaming Platforms
It may come as no surprise to learn that Netflix reigns
supreme as the most popular streaming platform in
the United States. According to Digital Trends, Netflix
has over 269 million subscribers as of the time of
publication. Not only is Netflix infinitely popular in the
United States, it also has incredible reach worldwide.
Following Netflix, Amazon Prime Video and Disney+
round out the top 3, with both have over 150 million
subscribers each. Similar to Netflix, these two
platforms enjoy worldwide reach and big name
recognition, aiding in their popularity.

Therefore, in 2025, you should keep an eye on these

leading platforms when considering streaming
advertising. Surveys indicate that CTV (Connected
TV) is the preferred OTT platform for viewers, with
younger audiences leading the shift towards the new
television model.
 Image source: Voronoi
ARTICLE
26
Trends in
Digital OOH
Advertising
 Trends in
Digital OOH Advertising

Interactive Advertising in Both Digital and

162 Analog Formats

Vehicle Graphics, a New Digital OOH

163 Advertising Trend

164 More Immersive Digital OOH Advertising

165 Advanced Personalization in OOH

 Trends in Digital OOH Advertising

#162
Interactive Advertising
in Both Digital and
Analog Formats
In recent years, we’ve seen how digital out-of-
home advertising has incorporated interactive
elements to increase audience engagement.
In fact, in some places, we’ve already seen the
installation of touchscreens on the streets.

What’s even more interesting is that the

interactive element is being implemented not only
in digital outdoor advertising but also in traditional
outdoor ads, for example, by including QR codes
on billboards. This not only makes traditional
outdoor advertising more attractive, but also
makes it easier to measure its results.
 Trends in Digital OOH Advertising

#163
Vehicle Graphics,
a New Digital OOH
Advertising Trend
Digital advertising is already starting to be incorporated
into vehicles due to the high exposure this mode of
transport can provide by displaying ads in different
parts of the same city. Additionally, this type of
advertising is relatively affordable.

These screens, known as car tops, have the ability to

change their content based on their location thanks to
GPS capabilities, which is very interesting for brands
as it allows them to better target their audience and
avoid wasting part of their budget during times when
it’s unnecessary.
Image source: Uber Eats
 Trends in Digital OOH Advertising

#164
More Immersive
Digital OOH Advertising
Digital advertising that integrates technologies
like augmented reality has been around for a
while, and it seems that in 2025, it will continue to
be a trend due to its superior ability to capture
public attention. Do you remember campaigns
like the one from Burger King? Well, get ready to
see more of this style in the upcoming year.
But don’t think that this kind of advertising always
requires a mobile device. We also have examples,
such as the one below in Madrid’s Callao Square,
where outdoor advertising seems to come to life.
 Trends in Digital OOH Advertising

#165
Advanced Personalization
in OOH
Technological advancements in recent
years, along with artificial intelligence, will
allow DOOH advertising in 2025 to analyze
collected data much more deeply and use it to
further personalize outdoor ads. For example,
digital billboards will be able to adapt to the
demographic of the audience passing through
the area at that moment, optimizing campaign
performance and improving its impact.