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Review of 2024 Predictions
Reviewing our 2024 predictions, we can see that some of our calls were spot-on, while others surprised us. We’re all about owning both our wins and our missteps, so let’s take a look.
As predicted, generative AI really became a key component of business strategies this year. We also got it right about micro-influencers and their effectiveness in connecting authentically with buyers, compared to celebrity endorsements. We knew that sustainability would continue to be important, but perhaps what we have seen is that it now needs to be a core business value instead of a marketing strategy. Our predictions around privacy and data security were, unfortunately, spot on, with businesses facing ongoing challenges in this area. This means it’s crucial to work with a partner that has the knowledge and expertise to create secure and compliant platforms to protect customer data and your reputation.
This review has given us a great understanding of the things that will help guide us and our clients over the course of the next year. Building on those insights, let’s look ahead to the key digital trends we anticipate for 2025.
2025 Key Digital Trends
Here’s what we think will shape digital strategies in 2025, and the top 10 trends picked by the team:
Trend #1: Zero-click content
Platforms like Google and Instagram have become great at keeping users on their apps and websites. So, whilst we, as an agency, might ask you to click a CTA, a zero-click first approach means providing value and grabbing attention in a user’s preferred space first. Whether that be through videos or posts that allow the user to gain value without having to leave their page. Once we have their attention, we can then direct them to additional resources or more information through a more focused, targeted CTA.
Trend #2: Evolving digital marketing strategies
Digital marketing is evolving to focus on creating value through interactive, personalised, and easily digestible formats. We see this as being closely aligned to the individual buyer’s journey, moving beyond generic messaging to deliver the right content, at the right time, and in the right format.
This means understanding where your audience is in their journey:
And providing them with the content they need to move to the next stage. We have successfully guided clients including Equans EV, Agreus, and Silverstone, creating dynamic content strategies tailored to their audiences' needs, ensuring relevant and impactful messaging.
Trend #3: Agile marketing and iterative campaigns
Imagine marketing as a constant experiment. That’s what agile marketing is all about. You're not stuck with a long-term plan, you’re using data to quickly try new things, see what resonates with your customers, and make small changes to keep improving their experience. It’s about flexibility, adapting as you go, and making every interaction count, not just executing a planned campaign.
Trend #4: Branding with purpose
People today want more than just products, they’re looking for brands they can relate to and that align with their values. Transparency, ethical practices, and genuine progress in sustainability aren’t optional extras anymore, they’re the foundation for building trust and loyalty with your customers.
Take a look at our award-winning work with ABRSM for proof of how a brand that genuinely reflects its purpose can connect with audiences and earn industry recognition.
Trend #5: Seamless omnichannel experiences
These days, customers expect a smooth experience when they interact with a brand, no matter the platform. Omnichannel marketing is a strategy that creates a seamless, integrated customer experience across all touchpoints, both online and offline, with consistent messaging at every stage of the journey. Whether someone’s on your website, they see an email from you, or they pick up a printed brochure at an event, it should all feel like one connected experience.
The challenge lies in making all these touchpoints work together consistently, while also collecting data to ensure everything feels cohesive. Our work with clients, like Equans EV Solutions, exemplifies this; we ensured their messaging was consistent across all digital and offline channels when working on this year’s campaigns, and even developed a brochure for an event, which demonstrates the importance of offline channels too.
Trend #6: The continued rise of short-form video content
Short videos are ideal for:
They help you break down complicated ideas, highlight key features, and show your brand’s expertise, which all help to build trust with your audience.
Live video adds another dimension. Think interactive webinars, live product launches, and industry discussions, to create real-time connections, where you can get feedback and build better relationships. This all contributes to a better return.
Trend #7: Trust and privacy
Data privacy is non-negotiable. Customers want to know how their information is handled, and they’ll only trust brands that get it right. Staying on top of regulations is key, but it’s also about the basics, which means strong cybersecurity, clear policies, and secure, well-built websites. We help businesses create platforms that do exactly that; compliant, secure, and reassuring for customers.
Trend #8: Community-first content
As traditional advertising loses its grip, brands are shifting to community-driven strategies. By embracing Web3 principles, and giving users more control and ownership, brands are building stronger loyalty and collaboration.
Websites should move on from static brochures into dynamic community hubs. This means creating spaces for interaction, like forums and blogs, and actively featuring user-generated content. Sites should offer interactive features for users to contribute and a platform for all discussions. By enabling these connections and amplifying their audience’s voice, brands can build stronger relationships.
Trend #9: Website Accessibility
Let’s talk about web accessibility. It’s becoming essential, and for a few key reasons. First, there’s compliance; UK law requires websites to be accessible to everyone, covering people with visual, motor, hearing, cognitive, and learning disabilities.
Beyond legal requirements, there are real business benefits. Accessibility means reaching a wider audience, improving your SEO, and ultimately creating a better user experience. It also shows your brand is inclusive, responsible, and ethical. We saw this firsthand with our work for ABRSM; they wanted a website that was a more modern, accessible and intuitive touchpoint for users, so we worked with them to create a new Drupal website that included not only their new brand but also a range of technical capabilities to ensure a first class digital experience for everyone.
To really make accessibility happen, it can’t be an afterthought. From design to content, UX, information architecture, to development and QA, everyone needs to be on board, thinking about who the website or piece of content is for, and why we’re creating it in the first place.
Trend #10: Sustainability in marketing
As previously mentioned, this year has proved that consumers actively look to work with sustainable brands, which means organisations must act and communicate transparently in 2025. Show your audience what you’re doing and why it matters.
Here’s how you can connect with people on this:
Sustainability is a core part of building lasting relationships with your audience, and it’s something we’re committed to practising, too.
As we finish up this year and get ready for 2025, our focus is on embracing the trends that make a positive impact. We’ll be watching closely, seeing what gains traction, what fades away, and what new ideas come along to change the game.
Are you ready to make next year a year full of fresh ideas and meaningful connections? If you’ve got questions or just want to chat about how these trends could work for your business, get in touch. We’d love to hear from you.
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