Brands must adapt to the rapidly changing digital landscape by leveraging data-driven and results-focused strategies. Melbourne-based digital marketing performance agency Impressive has shared key insights into the shifts that will shape the digital marketing industry in 2025. Robert Tadros, Founder & CEO, emphasizes the need for brands to adopt a “work smarter, not harder” approach.
He states, “The digital landscape is evolving rapidly, and large retail and eCommerce platforms must embrace programmatic SEO to automate traditionally labor-intensive processes. Our platform was designed to effectively transform months of work into a fraction of the time, enabling brands to optimize thousands of pages with minimal manual intervention. By leveraging data-driven automation, companies can better meet customer demand and drive sustainable growth without overextending their resources.
Sam Makwana, Head Of SEO, predicts keyword value will matter more than volume in 2025.
He explains, “For a long time, SEO agencies have focused on organic traffic growth as a measure of success, without considering whether visitors are at the top or bottom of the sales funnel. Consequently, even if organic traffic increases, conversions or revenue do not always reflect it. Our agency prioritizes traffic quality over quantity, driving traffic to high-value landing pages.
With Generative AI now integrated into Google, we expect a decline in top-of-the-funnel, volume-focused queries, as Google will provide answers directly on the search results page.
Data-driven shifts for marketing success
Instead, the focus will shift to value-based traffic, and SEO teams adept at attracting this kind of traffic will lead.
Nicholas Simonsen, Head Of Content, believes that brands will refocus on human content to foster connections between the brand and the consumer in 2025.
He states, “AI has revolutionized the digital world, but it has also made content appear lifeless and generic. As we head into 2025, I expect brands to refocus on human content to foster connections between the brand and the consumer. With the market saturated and spending down, buyers want to feel connected to their favorite brands.
Therefore, it’s essential to emphasize authentic, human-driven content.”
Jasmine Allen, Head Of Performance, highlights the rise of online e-commerce marketplaces and the challenges they present for retailers housing non-exclusive brands. She explains, “The rise of online e-commerce marketplaces will continue to shape retail’s future, creating an environment where shopping is seamlessly integrated into social apps and digital platforms. Major players like Amazon in Western markets and Shopee and Lazada in Asia are refining search functionality and user experience, making it easier for shoppers to find what they need at the best price.
This convenience, however, presents new challenges for retailers housing non-exclusive brands, especially those relying on paid ads for visibility. A more strategic approach is essential for these brands to stand out, necessitating tailored, data-driven strategies to maximize return on investment in an increasingly competitive landscape.
These insights underscore Impressive’s commitment to helping brands stay agile and competitive. As 2025 approaches, the agency is prepared to guide businesses through these transformative trends, offering expertise and forward-thinking strategies to achieve sustainable growth.
