It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead.
It has become something of a tradition, given that we’ve been doing this now for over 30 years.
Here we speak to Art Lindop, Managing Director of Alphageek Digital.
In 2025, digital marketing agencies will face a fast-changing landscape driven by AI, shifting platform dominance, and economic uncertainty. AI will continue to play a huge role in content creation, making it easier to produce creative assets and copy optimized for platform algorithms. Platforms like Meta and TikTok, powered by AI-driven systems, will reward brands that align their content with audience behaviours and trends. Agencies will need to stay ahead of the curve, mastering AI tools to ensure campaigns deliver maximum visibility and engagement.
With TikTok facing a ban in America, it’s likely that we will see Meta – particularly Facebook and Instagram – reassert its dominance. Smart brands will double down on Meta’s ecosystem as a scalable and reliable advertising platform, giving agencies a chance to recapture audiences and experiment with fresh creative strategies. However, this shift could put smaller businesses under pressure, forcing them to rethink budgets and recalibrate their digital strategies.
The economic climate will also divide brands into two camps: some will view this as a “land grab” moment, doubling down on digital investments to grow their market share, while others will take a defensive approach, focusing only on their core offerings. Agencies will need to help clients cut through the noise with razor-sharp messaging and clear value propositions – especially in e-commerce, where low-value goods will face increased scrutiny. Consumers will demand more thoughtful spending, creating opportunities for brands that effectively communicate quality and relevance.
In 2025, digital marketing agencies that embrace agility, precision and a data-driven approach will thrive. Those who adapt quickly to AI, platform shifts, and changing consumer expectations will come out on top.
