Marketing Trends in 2025

Strategic view: which channels work and what approach to users does a business need?
Artificial intelligence has long been trending: what it does now and what will happen next?
SEO: what has changed and how to get search traffic in the new reality?
Video marketing: which platforms are now important for business and how the strategy is changing?
Influencer marketing: how it is changing, which bloggers will be contacted more often and why?
What else you need to know to plan for 2025?

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Strategic view: which channels work and what approach to users does a business need

The internet marketing market continues to demonstrate steady growth. According to AKAR, the advertising market in Russia reached 620 billion rubles in the first three quarters of 2024, which is 25% higher than the same period in 2023. Additional data from the Tochka Reklama service also points to positive trends: the online advertising market for small and medium businesses in 2024 increased by 23% compared to 2023. The growth of these indicators indicates the growing interest of companies in online advertising and effective online promotion strategies.

After the departure of foreign advertising services, Yandex Direct, VK Advertising, and Telegram Ads have become the main promotion channels in Russia. These platforms provide effective tools for targeted advertising and audience reach.

Yandex Direct offers a variety of advertising formats, including text and image ads, allowing businesses to customize campaigns to their specific goals. The platform actively uses user behavior data, which ensures high ad relevance.

VK Advertising allows you to promote products and services through social networks, which is especially important in the context of growing interest in social media content. Users can easily interact with ads, which increases the likelihood of conversion.

Telegram Ads, despite its relative newness, is quickly gaining popularity due to its unique formats and the ability to directly communicate with the audience. Telegram advertising allows you to effectively engage your target audience and build loyal customer relationships.

General online advertising trends show a growing interest in localized and tailored solutions. Brands are increasingly focusing on creating high-quality content and using analytics to optimize advertising campaigns. In the context of market changes, these channels are becoming not only relevant, but also necessary for successful promotion.

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Artificial intelligence remains one of the most discussed technologies today. Its application covers a wide range of tasks, making AI attractive to businesses. However, as the technology's capabilities increase, so do companies' expectations. Businesses seek to use AI to increase efficiency, optimize processes, and improve customer experience. It is important to understand that successful integration of artificial intelligence requires not only technical knowledge but also a strategic approach to its implementation.

Many professionals have mastered the use of AI for basic tasks such as keyword selection, idea generation, data analysis, and ad creation. However, technology continues to evolve, and businesses expect ever greater returns from its application. At some point, unmet expectations may arise, which can lead to disappointment. To avoid this, marketers need to deeply analyze internal business processes and integrate AI technologies both into business processes and into the product itself. This path requires effort and careful work, but given current trends, the demand for such solutions will grow.

Voice search is becoming an increasingly important aspect of digital marketing. Modern AI technologies allow users to formulate queries by voice, which leads to changes in the algorithms of social networks and search engines. Users use different wording when searching for information by voice and text, which directly affects search results, contextual advertising, and SEO. These changes must be taken into account when creating advertising strategies, as they can significantly affect the effectiveness of advertising and interaction with the target audience.

Video content is becoming an increasingly important tool in marketing, especially in light of the user migration from YouTube to platforms like Rutube and VK Video. These platforms are actively developing and promoting, attracting an ever-increasing audience. Although their performance has not yet reached YouTube's level, the trend towards switching to them is obvious. Businesses are also beginning to adapt to these changes, making them key for marketers. It's important to pay attention to these platforms and harness their capabilities to effectively promote products and services. Telegram and VKontakte are also important to discuss. These platforms are actively used by marketers, but often don't demonstrate high profitability. They provide broad reach and help increase brand awareness, but their effectiveness in terms of sales leaves much to be desired. However, new advertising formats and opportunities are regularly emerging on these platforms. It's essential to monitor changes and test new approaches to achieve the best marketing results. Tools such as Yandex Direct and paid advertising on Yandex continue to be among the most effective mechanisms for converting users into real transactions. Despite intense competition and overheated auctions, these platforms demonstrate outstanding results in attracting target audiences and increasing sales. The effectiveness of these tools lies in their targeting and analytics capabilities, which allow for precise advertising campaigns and significant results.

A modern approach to marketing requires seamless customer interactions at all stages of the funnel. This includes not only the warm-up and conversion stages but also post-purchase engagement. However, many marketers focus on individual aspects without considering the whole picture. It's crucial to ensure a seamless customer transition from initial contact with the brand to the completion of the transaction. A variety of tools are available to businesses to implement a comprehensive approach and improve the effectiveness of customer interactions.

Currently, there is a growing opportunity to track offline purchases. The trend toward big data allows for analyzing how and in what sequence customers make purchases, as well as the reasons for their choices. By studying this data, patterns of consumer behavior can be identified and the resulting insights can be used to formulate effective hypotheses. By analyzing customer behavior, companies can optimize their marketing strategies and improve the customer experience, which ultimately leads to increased sales and increased customer loyalty.

The marketplace phenomenon continues to attract attention due to its steady growth and scaling. These platforms have a unique nature: they are constantly evolving, adding new product ranges, and creating a variety of services for data analysis, competitor assessment, and trend tracking. Marketers striving for professional development cannot ignore this dynamically developing area. Marketplaces today represent a significant market segment that is actively in demand and offers numerous opportunities for growth and optimization of business processes.

Artificial Intelligence Has Long Been Trending: What It Does Now and What's Next

In recent years, the use of artificial intelligence in marketing has become common practice. In 2023, 86% of agencies surveyed, according to Workspace, were already using neural networks in their work. By 2024, this figure has risen to 97%, according to an AKAR survey. These changes raise the question: do marketers need to master AI skills, and what prospects does this technology offer?

Modern AI-powered tools can significantly improve the effectiveness of marketing strategies by automating routine tasks and allowing them to focus on the creative aspects of their work. AI training is becoming an important aspect of marketers' professional development as this technology continues to transform the market. It is important not only to be aware of existing solutions, but also to be able to integrate them into strategies to achieve the best results.

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Artificial intelligence as a scientific field has existed for over 70 years. It would be incorrect to claim that the revolution in this field occurred exclusively in the 2020s. However, it cannot be ignored that modern generative AI models are significantly more powerful. In recent years, AI technologies have become more deeply integrated into our daily lives, opening up new horizons for their application in various fields.

In today's world, skill in working with artificial intelligence, especially generative models, is becoming essential for all specialists. Marketers who analyze customer behavior based on data must actively employ modern data processing methods. This not only improves their understanding of customer needs but also allows them to adapt marketing strategies to achieve better results. The use of AI in marketing opens up new horizons for analyzing and predicting purchasing trends, making it an essential tool in every professional's arsenal.

Artificial intelligence is finding application in various fields, and its use will only continue to grow. One key area is the development of recommendation systems. These systems continue to improve thanks to modern AI models that provide a high level of personalization for each user. This improves the user experience and increases customer satisfaction.

There are many tasks related to generating images and texts for marketing. In this area, generative models are increasingly being used to create chatbots that effectively interact with customers, assuming various roles. Modern AI models have reached such a level of development that they can completely replace the first line of communication with users. Overall, the use of artificial intelligence for building customer interaction architecture will rapidly develop in 2025, opening up new opportunities for business.

Key trends in the use of artificial intelligence (AI) include absolute personalization, which is already being actively implemented in various industries. This process allows companies to create unique offers for each user based on their preferences and behavior. An important aspect is personalization, which involves adapting content and services to specific needs and interests. While these two concepts are closely related, they should be distinguished: personalization emphasizes creating a customized experience, while personification focuses on a deeper understanding of the user. With the development of AI technologies, these trends are expected to only deepen, providing new opportunities for businesses and users.

Personification is the process of creating an artificial cognitive agent in the form of a character that is designed to interact with customers and other users. Such characters are actively being implemented in all aspects of life, including marketing, which helps improve communication and increase engagement. Importantly, interactions with personalized agents will be available in an omnichannel format, providing users with convenient access across various channels. This opens up new opportunities for businesses, allowing them to create more personalized and effective experiences for customers.

SEO: What Has Changed and How to Get Search Traffic in the New Reality

In 2024, the SEO industry will experience significant changes. Google updated its algorithms for evaluating content quality, which led to the almost complete exclusion of websites that do not meet mobile standards from search results. Yandex also introduced a new service for online stores called Yandex Products and updated its content evaluation algorithm. Now the system can more effectively recognize slow-loading videos and suggest similar content. These changes highlight the importance of website adaptation for mobile devices and content quality, which are key factors for successful search engine promotion.

The changes that have had the greatest impact on search engine promotion are becoming key factors for an effective SEO strategy in 2025. It is important to keep in mind that search engine algorithms are constantly evolving, and successful promotion depends on adapting to these changes. The main focuses for 2025 will be related to content quality, user experience, and technical aspects of the site.

Quality content remains the foundation of successful SEO. Search engines prefer unique and useful content that meets user queries. Optimizing text for keywords, but not overusing them, and regularly updating information will help maintain a high level of website visibility.

User experience (UX) also plays a crucial role. Fast page loading, easy navigation, and mobile responsiveness are becoming essential for successful promotion. Given the growing number of mobile users, mobile optimization should be a top priority.

Technical aspects, such as site structure, use of meta tags, and markup schemes, also matter. Properly configuring these elements increases the chances of better indexing and visibility in search engines.

In 2025, it's important to consider non-competitive factors such as local SEO and voice search. Taking these trends into account will help your website stay relevant and competitive in the rapidly changing digital space.

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The end of 2024 saw the most significant changes in SEO. These changes have impacted search engine algorithms, requiring webmasters and content optimization specialists to adapt their strategies. It is important to consider new ranking factors, improving user experience, and content relevance. Proper SEO settings will increase website visibility in search engines and attract a larger target audience.

With the development of artificial intelligence, the structure of search results is changing significantly. For example, Yandex has implemented neurosearch, which is integrated directly into search results. This allows users to receive more accurate and relevant answers to their queries, which in turn reduces the need to visit the site. However, this situation negatively impacts website owners, as they lose a significant amount of traffic. It's important to consider that content optimization and SEO strategies are becoming especially crucial in a competitive environment for user attention. Resource owners must adapt to these new conditions to retain their audience and ensure a steady flow of visitors.

At the end of the year, Yandex introduced an update that introduced dynamic advertising spaces placed in the middle of search results. Previously, contextual advertising was only located at the top of the page, followed by organic results, and guaranteed impressions were located at the bottom. Now, dynamic ads can appear in the middle of search results for queries where the site is in the top 20 organic results. This innovation provides additional opportunities for advertisers and improves the visibility of their ads in the search engine.

The trend that unites all of the above is the merging of advertising and organic results. In the past, Yandex clearly highlighted ad units against the background of organic results, allowing users to easily distinguish them. Currently, these boundaries have become less distinct, making it more difficult to distinguish advertising from organic content. Furthermore, the volume of advertising content has increased significantly, impacting user perception and search engine optimization.

In 2025, it is important to pay attention to the impact of the events that occurred in late 2024. SEO specialists must adapt to the new search results powered by artificial intelligence. Importantly, search engines now display information sources in neural search blocks, allowing users to continue to navigate websites. This opens up new opportunities for content optimization and audience engagement. SEO strategies must take into account changes in search algorithms and user preferences to remain competitive.

SEO specialists play a vital role in shaping neural search results. They can create an article about a specific person whose first and last name rank highly in search queries. If such an article is published on an authoritative resource and properly optimized, there is a high probability that its fragments will appear in neural search results. Effective content optimization, keyword use, and the creation of high-quality material contribute to increased visibility and ensure higher rankings. SEO specialists can thus significantly influence how personal information is presented to users.

In today's convergence of advertising and organic search, it is essential to consider the entire search space. It is essential not only to promote individual website pages but also to analyze how search results are formed. If "Yandex Goods" appears in search results, it is important to promote your product on this platform as well. Similarly, if marketplaces appear in search results, they should be considered as well. It is important to carefully study the top-ranked websites and evaluate promotion opportunities on them to maximize search space. This will increase your brand's visibility and increase the flow of targeted visitors.

Given the dynamic nature of SEO, it is crucial to carefully analyze all the results obtained. Currently, high-quality SEO analysis is coming to the forefront. To effectively work with large volumes of data, it is necessary to use automation, artificial intelligence, and parsers. These tools help optimize processes and increase the accuracy of analysis, which ultimately helps improve the site's position in search engines.

Video Marketing: Which Platforms Are Now Important for Business and How Strategy Is Changing

Video marketing remains a relevant tool for business, and this is confirmed by a Wyzowl study, according to which 89% of companies use video in their strategies. Moreover, 95% of marketers note that video plays a key role in their overall marketing strategy. With limited access to foreign platforms, Russian brands need to adapt their approaches to video marketing. It is important to develop their own channels, such as YouTube and social media, and also consider the possibility of using local platforms for content distribution. A video marketing strategy should include the creation of high-quality and unique content that will meet the interests and needs of the target audience. It is also necessary to optimize the video for search engines using keywords and metadata, which will help increase visibility and attract more users.

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In 2024, vertical short videos became a major trend in the digital content sphere, and their popularity is likely to continue to grow in 2025. This is due to the increase in mobile device usage, the optimization of various platforms to support the vertical format, and the growing demand for quick information consumption. Vertical videos provide convenience and ease of perception, making them attractive to users. As audiences increasingly prefer dynamic content, businesses and content creators should pay attention to this format to attract and retain viewers.

Platforms such as TikTok, Reels, and YouTube Shorts are rapidly developing the short video format, which is becoming a key tool for both entertainment and advertising. In an era of dwindling attention spans, vertical videos are ideal for attracting and retaining audiences. Short videos quickly convey information, create an emotional connection with viewers, and increase engagement. They are becoming an essential element of digital marketing strategies, helping brands effectively engage with their target audience and expand their reach.

Under the sanctions, many brands are increasingly partnering with Russian video platforms such as VK Video, Rutube, and Yandex Ether. These platforms provide businesses with effective targeting and audience engagement tools, making them particularly attractive to Russian video creators and advertisers. Given the changing media landscape, using local video services is becoming an important strategy for reaching target audiences and increasing engagement.

VK Video is becoming an important part of the VKontakte ecosystem, offering advertisers convenient tools for posting and promoting content. Despite initial difficulties, Rutube is actively expanding its position and creating a favorable environment for publishing original content. At the same time, Yandex Ether continues to strengthen its influence in search marketing, attracting the attention of users and advertisers.

In 2025, the video marketing strategy will focus on several key areas. First and foremost, it's important to consider the growing popularity of short videos, which capture users' attention in a short time. It's also worth paying attention to content personalization to better match the interests of the target audience. Interactive elements in videos, such as polls and action buttons, will help increase viewer engagement. It's also necessary to consider the development of technologies such as artificial intelligence and virtual reality, which can significantly improve the user experience. An effective video marketing strategy in 2025 should integrate these areas to achieve maximum results.

Interactivity and engagement: content should not only inform but also encourage viewers to take action (voting, commenting). This will help increase engagement and retain the audience.
Artificial intelligence: it will play an important role in creating personalized content, optimizing video advertising, and analyzing viewer behavior.
Multi-format: a successful strategy will include not only short vertical videos, but also long-form videos, streams, and AR content, which will ensure a wider audience reach.
Support for local platforms: given the political situation, brands should focus on Russian platforms.

Influencer Marketing: How it is changing, which bloggers will be contacted more often, and why

The influencer marketing market continues to gain popularity. According to the ABA, its volume will reach 44 billion rubles in 2024. This growth turned out to be higher than predicted: an increase of 33% was expected, which would correspond to 42 billion rubles, but the actual increase was 37%. What trends will be relevant in 2025?

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The growth dynamics of influencer marketing indicate the successful adaptation of the market to new conditions and increased interest from advertisers. In this article, I will analyze key influencer marketing trends based on examples of Telegram integrations. This platform is becoming increasingly popular among brands seeking to effectively engage with their target audience. Telegram integrations allow advertisers not only to increase their reach but also to create a more personalized user experience. Let's look at how successful cases demonstrate the prospects and opportunities offered by influencer marketing in messaging apps.

According to Mediascope, in the fourth quarter of 2024, Telegram's average daily reach reached 52% among Russians over 12 years old. Brands are eager to attract this audience, and in 2024, native advertising from bloggers on Telegram has become an integral part of the marketing strategies of most advertisers. Companies in the real estate, education, and e-commerce sectors are the most active users of this platform. Native advertising on Telegram allows for effective engagement with the target audience, making it an important tool for achieving business goals.

The trend for nano- and micro-influencers continues to grow. Nano-influencers have up to 10,000 followers, while micro-influencers have between 10,000 and 100,000. These bloggers are becoming accessible to various categories of advertisers thanks to a more flexible pricing policy. In the context of Telegram bloggers, collaboration with nano- and micro-influencers allows advertisers to achieve high audience engagement, establish trust, and effectively target native advertising integrations based on the location and interests of the target audience. The effectiveness of such approaches makes them particularly attractive for brands seeking maximum reach and effectiveness of their advertising campaigns.

Advertisers actively use small channels to build brand awareness and increase reach through publications across dozens and hundreds of platforms. These channels also serve as an effective tool for achieving specific results. Collaborating with small channels gives brands the opportunity to quickly and cost-effectively test hypotheses and creative ideas, as well as adapt budget allocations in real time. This approach allows for the optimization of advertising campaigns and their effectiveness.

The demand for nano- and micro-influencers is driving the trend toward automation in influencer marketing. As the scale of an advertising campaign increases, including the number of integrations across various channels, the need to automate key processes increases. This applies to channel selection, analytics, integration negotiations, placement payments, labeling, and reporting. Native advertising campaigns on Telegram, consisting of tens, hundreds, and even thousands of posts across various channels, are now unimaginable without automation. Automated solutions ensure effective management of advertising campaigns and help achieve maximum results while optimizing time and resources.

A current trend in influencer marketing is the increasing use of artificial intelligence (AI). Currently, AI is capable of not only generating text, images, and video projects, but also effectively selecting bloggers and analyzing integration results. Incorporating AI into influencer marketing strategies can increase campaign effectiveness, optimize costs, and improve engagement with the target audience. The use of AI technologies opens up new opportunities for brands seeking to improve their marketing results.

In 2024, the focus will be on maximizing the nativeness of content. Posts that fit seamlessly into the channel's style and theme are particularly effective on Telegram. There is also a growing trend toward using reposts as a native advertising tool, which helps improve audience engagement and build trust in brands. This strategy will help create more authentic interactions with users and enhance the impact of advertising messages.

What else you need to know to plan for 2025

This section presents key trends and changes to consider when developing marketing campaigns. These aspects will help optimize your strategy and improve the effectiveness of your marketing.

In recent years, there have been significant changes in the mechanisms for collecting user data. Google announced the end of support for third-party cookies in the Chrome browser, which will affect the ways in which it tracks users across the internet. Safari and Firefox have already implemented restrictions on the use of such files, which also reflects growing concerns about privacy. In response to these changes, digital marketing and technology companies are actively seeking new approaches to enhance user data protection and adapt their strategies to new conditions.

In today's environment, businesses are increasingly advised to focus on the use of first-party data. This is information about users that companies collect through their own channels, such as websites, mobile apps, and chatbots. This data includes phone numbers, purchase details, and behavioral characteristics obtained on the site. Using first-party data allows companies to better understand customer needs, improve the personalization of offers, and increase marketing effectiveness.

Hyperpersonalization is becoming an important trend in marketing. According to a 2021 study by McKinsey & Company, 71% of consumers expect personalized interactions from brands, and 76% are disappointed when this does not happen. Despite high expectations, the adoption of hyperpersonalization is slow, due to the significant resources required for its implementation. Brands should pay attention to these trends to improve customer engagement and increase satisfaction.

McKinsey & Company predicts that generative artificial intelligence will become a key tool for scaling personalization in business. Experts believe that AI technologies will be used not only to create personalized offers but also to analyze their effectiveness and predict customer behavior. Using generative AI will allow companies to better understand customer needs and adapt their strategies, leading to higher satisfaction and, consequently, increased sales.

Consumers are increasingly paying attention to the social activity of companies, as noted in the trend book of the Art Directors Club of Russia. Modern consumers want to know how socially responsible a business is, what environmental initiatives it implements, and whether it is involved in charity work. Research shows that many customers are willing to pay more for products from brands that have a clear social stance. This demonstrates the growing importance of corporate social responsibility in consumer decision-making.