Data + Technology + People = Growth has been our focus for the last 25 years. As we look forward to 2025 this focus has never been more important for us and our clients.
- Data: trustworthy data is the foundation of all digital marketing. This is the touchstone by which we understand audiences and measure success of any marketing campaign.
- Technology: technology – including AI – is the toolkit that we use to research, create, deliver and monitor digital marketing success.
- People: our people bring strategy, creativity, insights, testing and optimisation skills, critical thinking and expertise to digital marketing.
- Growth: it is the business understanding and human-human communication between agency and client experts that harnesses data and technology to deliver business growth for our clients.
2025 Predictions by Brendon Kraham, Vice-President of Global Search at Google
As Kraham recently explained to MediaPost, the on-going development of AI tools in search could help marketers understand user’s search intent better, focus their paid and organic search optimization activity, and deliver better creative solutions that drive engagement and growth.
Kraham predicts a seismic shift in the way users search, blurring the lines between actively seeking information and passively discovering something new. This will be driven by AI’s ability to understand complex search intent and deliver more immersive results. For marketers this presents a challenge and an opportunity. We will need to understand search intent on a deeper level and strive to deliver a more creative solution to drive engagement. This will mean developing a deeper understanding of the role of organic search and AI driven results, paid search, Performance Max and Demand Gen ads in engaging the right users at the right time to drive sales, but not waste budget. This is where the expertise of people is crucial to success.
Kraham acknowledges the importance of expert people using technology effectively in his second prediction of ‘a surge in marketers embracing AI powered tools to amplify their own creativity’. This, too, is an opportunity as well as a challenge. Deciding when and how to use each strand of technology and how to best deploy creativity will be key to success.
His final prediction is that measurement will be everything. Increasingly complex user journeys as people move between searching, scrolling and streaming means the ability to track and measure users’ activity to understand when and how to engage users, will be crucial to success.
Our priorities for 2025
We couldn’t agree more with his prediction that “those who can crack the code and effectively measure and analyse data across all channels will have a serious edge over competitors.” Embracing the data and using the technology effectively to set your digital marketing up for success will be a key focus for organisations this year. We all continue to battle tough economic conditions and waning consumer confidence which means those marketers who are performance and results focused with expert tracking and measurement capabilities will be able to harness the power of AI tools to the best effect and deliver growth.
At equimedia our focus on training experts to harness data insights and technology to deliver performance led results is woven into our DNA. In 2025 we have a laser focus on how best to harness AI developments to deliver a competitive edge for our clients.
If you’d like to talk to us about how we could help you deliver success in an AI powered digital landscape, please get in touch!
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| Author | Louise Burgess |