Digital Marketing News
Here's a roundup of some of the latest Digital Marketing news:
You can't always get what you want: Marketers' desires vs reality
In a recent research study of marketing leaders (these were from Singapore, but the results are pretty universal), 85% of respondents said that they wanted more data driven marketing, but only 21% agree that they are fully utilising online first party data and just 11% said that they use off-line customer data to its full potential.
As Dan Richardson (from the study's sponsors, Yahoo DSP) commented: “While marketers in Singapore have recognized that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilize like-minded technology and partners to activate first-party data efficiently for enhanced targeting and omnichannel strategies.”
So yeah, there are plenty of proverbs and clichés that summarise the situation that Singaporean digital marketers (and the rest of us) face, feel free to trot out your favourite. We kinda like "eyes are bigger than your stomach".
Away from the headlines, was Trump's campaign a masterclass in digital marketing?
The 2024 US presidential campaign has delivered more than just political headlines - it's provided a masterclass in digital marketing execution, at least in one UK marketer’s opinion. In his view, Trump's team demonstrated exceptional prowess in audience segmentation and engagement, deploying platform-specific strategies that maximized impact across social media channels. Their approach to micro-targeted advertising and community building has set new standards for digital campaign management.
The campaign's agility in responding to trending topics and ability to shape narratives through strategic content deployment offers valuable lessons for marketing executives. Their sophisticated use of user-generated content and data analysis for ad targeting showcases how even controversial figures can maintain engaging online presence through strategic digital marketing.
Influencers and the rise of candid content
Influencers who open with raw, unfiltered comments like “Can I just be real for a second?” or “Am I the only one?” immediately hook viewers, drawing them in with the promise of something genuine and relatable. As audiences tire of oversaturation, honest feedback and transparency will be valued more than excessive promotion.
But are we brave enough?
More Info: https://theinfluenceagency.com/unlocked-yearbook-2025/
How to make your real estate listings stand out in 2025
The real estate sector is witnessing a revolutionary shift in digital marketing approaches, with AI-enhanced descriptions and advanced photography techniques leading the charge. Modern realtors are now leveraging drone photography, virtual staging, and AI-powered content creation to create more compelling property listings that resonate with digital-savvy buyers.
Video marketing has emerged as a crucial differentiator, with narrated story tours and analytics-driven content refinement becoming standard practice. The integration of advanced SEO tactics, including geo-targeting and long-tail keywords, combined with strategic social media advertising, is helping properties achieve greater visibility in an increasingly competitive digital landscape.
More info: https://realestatemagazine.ca/digital-marketing-101-top-strategies-to-make-your-listings-stand-out/
Make them laugh
In the crowded social media landscape, laughter is the universal language. The numbers don’t lie: 53% of TikTok users come to the app to find funny and entertaining content, while 64.8% of Instagram users engage in it. Social media marketing trends in 2025 will double down on humor to cut through the noise. Expect brands to draw on playful memes, reactive humor, and self-aware brand messaging to create genuine connection with their audience. But the key here isn’t just being funny—it’s about being relatable.
It's a lesson that Kiwi marketers took to heart in the 1960s, 1970s and 1980s, with classics such as the Crunchie train commercial, the Toyota commercials with Barry Crump and Lloyd Scott, and of course the DB "yeah, right" campaigns emerging from that era. Have we lost our sense of humour in the tumultuous 2020s?
More Info: https://theinfluenceagency.com/unlocked-yearbook-2025/
5 ways that Google Trends can help your Digital Marketing
Google Trends is emerging as an indispensable tool for digital marketers seeking real-time insights into consumer behaviour. The platform's ability to track search interest patterns and identify seasonal trends is proving crucial for content strategy and campaign timing. With over 63,000 searches occurring every second, marketers who harness this data are gaining a significant competitive advantage.
The tool's capability to compare terms simultaneously and analyse regional search patterns is particularly valuable for local marketing initiatives. Recent statistics indicate that 46% of all Google searches have local intent, making Google Trends an essential resource for marketers looking to refine their regional targeting strategies and capitalize on emerging market opportunities.
More info: https://www.analyticsinsight.net/digital-marketing/how-to-use-google-trends-for-digital-marketing
Social-First Content Production
Photography and videography trends will take on a social-first approach this year. Instead of only producing polished commercials, brands will prioritize behind-the-scenes clips, social cuts, and other assets tailored for digital platforms. This ensures cross-channel consistency, while catering to the constantly evolving consumption habits of digital audiences. The social-first production is also a great way to connect with audiences on a personal level using genuine, relatable moments.
More Info: https://theinfluenceagency.com/unlocked-yearbook-2025/
Is Google's search monopoly under serious threat?
The digital advertising landscape stands at a critical juncture as the US Department of Justice's antitrust case against Google threatens to reshape the search and advertising ecosystem. The implications are particularly significant given Google's current dominance, where they extract 36 cents from every dollar spent on ad deals they broker, highlighting both their market power and the potential for disruption.
The DOJ's proposed remedy aims to "end Google's control of distribution today" and prevent future monopolistic control, potentially creating a seismic shift in digital marketing strategies. This legal challenge comes at a particularly vulnerable time for Google, following the unprecedented leak of their search algorithm earlier this year, which has already begun to erode confidence in their previously unassailable market position.
At the same time, the emergence of AI-powered search tools such as SearchGPT and Perplexity AI is beginning to take small but meaningful nibbles from Google Search's core offering.
Is this just a blip, or are we seeing real change?
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