Corporate Vision 5 Essential Tools for Optimising Your Digital Marketing Strategy in 2025 By Michael Ryan is CEO and founder of Ink Digital 2024 has been a year of change in the world of digital marketing, with rapid advancements in technology and shifting consumer behaviours forcing businesses to continuously adapt their strategies to keep up. As we head towards the New Year, it’s a good opportunity to take stock of your business’ current strategies, assess what’s working, and identify areas for growth. Here are 5 essential tools to get the most out of your digital marketing strategy and drive results in the year ahead. 1. Personalisation Personalisation is everything to today’s consumer. In fact, recent studies show that as many as 71 per cent of consumers now demand personalised interactions. Unlike the traditional way of running campaigns, where you show the same message to everyone, personalised marketing involves tailoring a message specifically to each customer’s needs. This approach creates a deeper connection between your brand and consumers, making each interaction feel more relevant and valuable. For instance, instead of sending a generic email to your database, you can use customer data to recommend products based on previous purchases or browsing history. Similarly, by running personalised ads on social media, you can showcase products that align with the user’s specific interests. Businesses that successfully implement personalised marketing strategies see higher engagement rates, improved customer loyalty, and increased sales, so this will be crucial for staying relevant and building long-term relationships with your audience in 2025. 2. Video and short form content Video remains a powerful digital marketing tactic, accounting for 82.5 per cent of global internet traffic. In 2025, short form video in particular is set to grow, with platforms like TikTok, Instagram Reels, and YouTube Shorts making it the go-to format for capturing attention. To make your brand stand out, experiment with formats like live streams, quick tutorials, and bite-sized storytelling that humanise your offering. Not only do these resonate well with audiences, but they also align with the fast-paced consumption habits of today’s digital users. For example, offering a behind-the-scenes look at your brand’s creative process is a great way of building authenticity, while showcasing product demos or quick ‘how-to’ clips can show your expertise in an accessible way.
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