Digital Marketing: latest News from the World – February Part 1
Welcome to our blog, where innovation meets strategy in the dynamic realm of digital marketing! In this post, we’ll examine the latest developments and emerging trends that are transforming the digital landscape. From recent updates in social media algorithms to AI-powered marketing techniques, these changes offer exciting possibilities for brands and marketers.
Get ready to learn how these advancements can revolutionize your campaigns, broaden your reach, and boost your ROI. We’ll analyze the key developments shaping the future of digital marketing, offering detailed insights to help you stay ahead in this rapidly evolving field. Don’t miss this comprehensive look at the current trends and news that are at the forefront of digital marketing!
Study
The most comprehensive Social Networking 2025 study
Metricool analyzed data from more than 1 million accounts and more than 21 million posts from 8 social networks to measure the evolution of the different platforms, the trends coming in 2025 and compare the results obtained with the previous report.
- On which social network is it easier to grow and create a community?
- Which platform gets the most interactions?
- Which social network achieves more engagement?
- Which platform to choose for each stage of the sales funnel?
These are some of the questions that Metricool asked itself when we decided to give birth to the Social Media Study, the definitive guide to make strategic decisions based on real data.
Social Media Trends 2025
The Study report noted a key trend: the importance of the video format. It continues to be the star format and more and more platforms are joining in: TikTok, Instagram, Facebook and YouTube have been joined by LinkedIn, at the end of last year, and X, which has added a tab for direct access in its application.
It is the format that dominates the reach, interaction and is the great claim of brands and content creators to attract attention. It doesn’t matter if it is in long or short format, because it is the great weapon to connect with audiences. Even so, don’t forget to explore other formats that can help you achieve your goals and that also have their options to help you boost your presence on social networks, as is the case of Instagram carousels.
The social media algorithm is also the order of the day in 2025 trends. In the Study, it was observed that smaller accounts have their space on certain platforms, where it is easier to grow because the algorithm supports the quality of the content and not so much who shares it, as is the case of Instagram, YouTube and TikTok.
A good part of the blame for what the algorithm decides to show or not, are the interactions. The higher the number of interactions, the more attention the algorithm draws and the more likely it is to recommend the content to more users. And who gets the flashes is YouTube, which leads the ranking of platforms where users participate.
And the best way to get those interactions is to share content that brings value, useful and authentic content is the key to reach a wider audience. Show the human side of your brand, take advantage of trends or practical tips that help your target audience share your content and multiply your reach.
news
More expensive and less effective ads: what to do?
New data shows what many marketers already suspect: it’s getting harder and more expensive to convert online visitors.
A study of 90 billion sessions shows that organic traffic is down from last year, pushing more brands toward paid channels to make up the difference.
This information comes from ContentSquare’s Digital Experience Benchmark Report, which examines changes in traffic patterns and highlights growing user frustrations.
1. Rising traffic costs
Overall website traffic dropped by 3.3% year-over-year (y-o-y), forcing brands to rely more on paid ads.
Paid sources now account for 39% of all traffic, up 5.6%. Organic and direct traffic fell 5.7%.
With digital ad spending increasing by 13.2%, the average cost per visit increased by 9% compared to last year and by 19% over two years.
2. New visitors are leaving quickly
User engagement metrics are declining globally, with overall consumption (such as time spent, page views and scroll depth) falling by 6.5%.
New visitors viewed 1.8% Fewer page views, while returning visitors had a slight increase (+0.5%).
Most sessions that started on product detail pages (PDPs) ended immediately, underscoring the risk of overly transactional landing pages.
3. Frustration hurts retention
“Rage” clicks (clicking on a page element at least three times in less than 2 seconds) and slow load times affected one in three visits and reduced session depth by 6%.
Sites that addressed these frustrations had 18% higher retention rates than their competitors.
4. Conversion rates decline
Overall conversion rates fell by 6.1%, hampered by the lower performance of paid traffic (1.83% compared to 2.66% for unpaid traffic).
High-performing brands countered this trend by improving engagement: sites that improved session depth saw a 5.4% rise in conversions, while others faced a 13.1% drop.
5. Retention starts at the site
Despite a 7% Yoy drop in 30-day retention, return visits grew 1.9% driven by paid ads (+5.6% Yoy).
Sites with strong retention had 17% fewer rage clicks and 18% more page views per visit, showing that simple experiences drive customer loyalty.
What this means for marketers
Here are some actionable insights for digital teams:
- Diversify traffic strategies: Explore new channels, such as retail media networks, to reduce reliance on shaky paid ads.
- Enhance new visitor journeys: Use heat maps and personalized content to drive down early exits.
- Address frustration proactively: Implement real-time monitoring to address angry clicks and slow load times.
- Leverage analytics: Use behavioral data to identify high-intent visitors and improve your pathways.
Methodology
Contentsquare’s report analyzed 90 billion sessions, 389 billion page views and 6,000 global websites from Q4 2023 through Q4 2024. Metrics covered various sectors, including retail, travel and financial services.
Artificial intelligence
OpenAI has launched Deep Research, the new feature in ChatGPT
More news for OpenAI. In the last few hours, in fact, the company has announced the launch of Deep Research, a new ChatGPT feature to perform complex and detailed searches, using the OpenAi o3 model, capable of browsing the web and analyzing data accurately and efficiently. This means that when users perform a search, the chatbot will not just provide a simple answer, but will even display a summary of the entire search process, providing a summary and useful quotes. In fact, ChatGPT’s new “agent” feature is specifically designed to “plan and execute a multi-step search path to find the data you need, backtracking and reacting to the information in real time if necessary.”
https://youtu.be/jv-lpIsnLOo
How Deep Search works
As is already the case now, users can perform a search on ChatGPT using text, images and other files to give them a good understanding of the context. Once the chatbot has received all the relevant information, it will take “between 5 and 30 minutes” to process a response and return to the user a summary report of the search process, with links to the sources used. The results, therefore, will be more accurate and detailed, especially considering that in the near future OpenAI also plans to accompany them with images and graphics useful for understanding the answers.
But all that glitters is not gold. Altman’s company, in fact, has already revealed that Deep Search has its limitations, pointing out that it “can sometimes hallucinate” and invent facts, have difficulty distinguishing between reliable information and rumors, and even in assessing the degree of certainty of an answer. Despite this, it is undeniable that the new function launched by OpenAI is one of the most cutting-edge proposals of the moment, which, not by chance, followed the launch of the Operator tool, the AI agent capable of using a web browser to complete tasks in place of the user.
All in all, an undoubtedly remarkable feature, which the company has decided to offer for the moment only to US subscribers, with a limit of 100 search queries per month. Plus, Team and Enterprise users, on the other hand, will be entitled to “limited access” to Deep Research, although OpenAI has already announced its intention to expand the use of the function.
o3-mini, new at OpenAI
As it is easy to imagine, Deep Research is not the only new feature launched by OpenAI these days. In response to the growing competition in the sector, which has recently witnessed the unstoppable rise of DeepSeek, Altman’s company launched last Friday its new o3-mini model, capable of checking facts before providing answers to users. Although it takes a bit longer to respond to a query, the new AI system proves to be more reliable, especially when it comes to research and problems related to topics such as programming, mathematics and physics. An interesting new feature that OpenAI has made available to all its users, offering Plus and Team subscribers a maximum limit of 150 queries per day, and Pro subscribers unlimited access to the new model.
Watch out for the latest Google Ads update
The new year is here! And significant updates are anticipated that will transform the way businesses manage their ad campaigns. Join us as we explore the major new features in Google Ads 2025 this year.
Advanced AI integration
Artificial intelligence (AI) continues to transform digital marketing, and by 2025 its integration into Google Ads will be more advanced than ever. AI-based tools will focus on three key areas to maximize campaign efficiency:
- Ad creation automation: AI will be able to generate highly personalized ad creatives, tailored in real time to individual user preferences. This means that each ad will have a greater impact by connecting directly with audience needs and behaviors.
- Real-time bid optimization: Thanks to machine learning models, AI will automatically adjust bids to improve ROAS (Return on Ad Investment). This approach ensures that companies can leverage every euro invested in their campaigns more effectively.
- If this point is of great interest to you, we recommend you read our article: Maximize your ROI with Demand Gen Google Ads.
- Advanced analysis of consumer behavior: AI will not only collect data about users, but will also offer practical recommendations based on that data. This will allow you to adjust marketing strategies to align with consumer preferences and habits, achieving much more effective targeting.
These improvements will not only simplify campaign management, but will also allow companies to achieve spectacular personalization and efficiency, marking a before and after in digital advertising.
Focus on privacy and data protection
In 2025, a focus on privacy and data protection will be critical to maintaining consumer trust. Stricter regulations and increased public awareness about the use of personal data are driving significant changes to Google Ads, which will include the following innovations:
- Advanced consent management: Google Ads will introduce tools that allow users to transparently control how their data is used, complying with regulations such as GDPR.
- New targeting options: Advertising strategies will migrate toward targeting that does not rely on sensitive personal data, focusing on behavioral patterns and contextual signals.
- Full transparency in the use of information: Advertising platforms will need to be clear about how data is collected, stored and used for campaigns. This not only ensures regulatory compliance, but also builds trust among users.
These measures not only respond to regulatory pressure, but also represent an opportunity for brands to demonstrate their commitment to digital ethics, strengthening their relationship with the public.
New interactive ad formats
To appeal to younger, more dynamic generations, Google Ads will introduce innovative ad formats that will transform the user experience. Among the highlights of what’s new in Google Ads 2025 are:
- Short video ads: Designed specifically for mobile platforms, these ads capture attention within seconds, ideal for an audience with fast and dynamic consumption habits.
- Interactive formats: Users will be able to interact directly with ads, which increases engagement and enhances the consumer experience. This includes elements such as polls, mini-games or interactive call-to-action buttons.
- Integration with visual and voice search: Advances in Google Lens and voice search make ads even more accessible, connecting users with brands in a natural and intuitive way.
These new options expand the range of possibilities for businesses, helping them stand out in an increasingly competitive advertising environment.
Campaign management automation
Automation will continue to be a cornerstone of Google Ads campaign management. In 2025, new tools will enable advertisers to focus on overall strategy, delegating operational tasks to intelligent systems:
- Autonomous budget management: Algorithms will automatically optimize budget allocation to maximize the impact of each campaign.
- Dynamic adjustments of bidding strategies: Bids will be adjusted in real time according to performance, ensuring that every euro invested has the best possible return.
- Intelligent reporting through AI: Reports will be created in an automated way, with detailed data and presented in natural language. This facilitates decision making based on clear and accurate insights.
These functionalities represent a breakthrough, freeing up time and resources so that companies can focus on improving their overall strategy and exploring new opportunities.
Would you like to know how to re-engage your audience like an expert? We explain the formula that works for our clients in the following link Advanced remarketing strategy for your Google Ads campaigns.
The novelties in Google Ads 2025 represent an opportunity to optimize advertising strategies, taking advantage of artificial intelligence, respecting user privacy and exploring new interactive formats. Keeping up to date and adapting to these changes will be essential to succeed in the competitive world of digital marketing.
Latest Tech and Digital Marketing Updates
📌2025 for ecommerce. According to a report, AI will be key, automating more than half of the tasks. By 2025, investment in AI is expected to grow by 50%, improving marketing personalization, fraud detection and customer service.
📌Record ads. The price of ads in the Super Bowl will exceed $8 million for the first time. Some of the brands that will appear include: Uber Eats, Booking, Google, Budweiser, Hellmann’s or MSC cruises.
📌Good news for European ecommerce. The additional 10% tariff imposed by the US on Chinese products causes European products to be more competitive than they were until now, at least in price.
📌Mercadona knows where to grow. Through a plan of technological improvements, among other things, they seek to optimize their customers’ shopping experience. Improve the mobile application and its ecommerce, to increase sales and customer retention.
📌If I tell you Doritos, do you think of triangles? In their latest campaign, they decided to make an impact by bringing out a limited edition of square-shaped Doritos, on the occasion of the promotion of the Minecraft movie, as well as two new flavors inspired by it.
📌Long live the colors, of course. The partnership between Xbox and Fanta has resulted in four exclusive Xbox Series X models and controllers, each representing a different flavor: orange, lemon, raspberry and watermelon.
📌Update in YouTube Analytics. Now you will be able to see on which devices your users consume videos. This info will help you tailor your content, as device type influences YouTube recommendations.
📌LinkedIn on B2B marketing. A new report highlights how to measure success in B2B marketing: metrics now focus on revenue and ROI, while CFOs demand clear evidence of brands’ financial impact.
📌Know where yours are. According to a GRIN survey, Generation Z discovers products on Instagram (30.4%) and TikTok (23.2%), outpacing Google (18.8%). However, Google remains the top choice for millennials, generation X and baby boomers.
📌Is AI-generated content copyrighted? The U.S. Copyright Office confirmed that only works created with AI that have significant human contribution can get legal protection.
📌Eye on possible penalty. The European Commission is considering imposing tariffs on Shein and Temu. These e-commerce giants would lose part of their competitive advantage based on low prices, benefiting European retailers.
