Digital marketing trends: Key Strategies

Digital marketing is evolving at a breakneck pace, driven by technological advances, changes in consumer behavior, and the transformation of communication channels. Faced with this reality, brands must adapt and come up with new strategies to remain competitive.

From the applications of artificial intelligence in marketing to the rise of influencer marketing, below we will explore the new key trends that will shape the future of the industry.

We will also see how education and training options such as Esade’s Spanish-language digital marketing and AI for companies programs can help Chief Marketing Officers (CMOs) to master current tools and trends.

Similarly, Esade’s Bachelor of Business Administration (BBA), Master in Marketing Management, Executive Master in Marketing and Sales, MBA, and other Executive Education programs all cover the latest trends in marketing and prepare participants to lead the digital strategies of the future.

How marketing adapts to market changes

Consumers and brands move in a context of constant transformation. Companies have to adapt to changes and respond to new market demands, and one of the keys to success is balancing innovation with a user-centric approach and personalization.

Innovation + Customer-Centric Strategies + Personalization

A significant trend change in the implementation of personalization-based marketing strategies is the use of third-party cookies. Although the cookie-elimination plan announced by Google was not ultimately implemented, the use of first-party data is a growing marketing trend, for ethical reasons and because first-party data strategies have been shown to generate a higher ROI.

As a result, companies will increasingly need to develop strategies that allow them to ethically and effectively collect customer information so that they can offer personalized experiences without compromising consumer privacy or trust.

The integration of automation and AI plays a key role in this regard, as it allows marketers to gather information, optimize campaigns in real-time, anticipate changing consumer needs, and deliver hyper-personalized content.

New trends in digital marketing and their impact on companies

Digital strategies are becoming more sophisticated every day, with a marked focus on hyper-personalization and automation. Here are the trends that will dominate the digital marketing landscape over the next two years:

#1 Influencer marketing: a key trend that is still on the rise

According to the 2025 Digital Media Advertising Investment Study carried out by IAB Spain, investment in influencer marketing grew 59% in 2024 in Spain, reaching 125.9 million euros.

But when it comes to adopting this type of strategy, it should be noted that the approach is changing: Brands are increasingly focusing on micro-influencers and niche content creators who generate greater trust and engagement with specific audiences because their followers perceive them to be more authentic and approachable.

Platforms such as TikTok, Instagram Reels and YouTube Shorts are leading this change, becoming essential channels to connect with younger generations.

#2 Applications of artificial intelligence in marketing: Revolutionizing the sector

Artificial intelligence (AI) is profoundly transforming marketing and is becoming an essential tool. Some key trends in the application of AI in marketing are:

• Automation and optimization: AI makes it easier to automate repetitive processes such as scheduling social media posts and sending segmented emails in email marketing campaigns. In addition, it allows campaigns to be optimized in real time, saving time and minimizing errors.
• Predictive analytics and segmentation: Using advanced algorithms, AI enables predictive analytics to anticipate consumer behavior and segment audiences more accurately. This translates into more effective campaigns and a better return on investment.
• Content creation: AI is revolutionizing content creation, making it possible to generate texts, images, and videos faster and more efficiently. This democratizes digital tools, allowing small businesses to compete with large marketing agencies.
• Customer support: AI-powered chatbots and virtual assistants offer personalized service and quick responses 24 hours a day, significantly improving the user experience. One of the great challenges in this field is to find the balance between automation and human connection. It is essential to maintain genuine interactions with customers, which reinforces the relationship of trust with the brand
• SEO (Search Engine Optimization): AI helps to identify relevant keywords, optimize internal linking, and suggest improvements for published content, enhancing organic positioning strategies in search engines such as Google.

Importantly, while AI is a critical tool, it does not replace human creativity, strategy, or intuition. Success in digital marketing in the coming years will lie in integrating AI with an approach that combines technology, empathy, and strategic vision.

#3 Personalized content: Driving ROI

Generic content is losing relevance. Consumers expect experiences tailored to their interests and behaviors. To achieve this, companies should integrate automation strategies and first-party data analysis. AI algorithms and machine learning are valuable tools to implement this type of strategy.

Companies such as Netflix and Spotify are taking personalization to a new level by using AI algorithms that analyze behavior patterns in real-time. This strategy has increased user engagement and retention by 30% and 25%, respectively (source: McKinsey, 2025).

But it’s important not to neglect creativity: Brands that achieve an integrated balance between AI and human creativity will be the ones that stand out in the future of digital marketing.

#4 Interactive content and immersive experiences: A growing trend

The rise of augmented reality (AR) and virtual reality (VR) reflects the transformation of digital marketing toward more immersive experiences. Brands are exploring new ways of interacting with their audiences, from virtual fitting rooms, interactive showrooms, and pop-up stores with digital activations in the retail sector, to immersive experiences at events and on digital platforms.

Additionally, short and interactive videos continue to dominate the landscape, with formats that invite users to actively participate in the brand’s narrative.

The evolution of current marketing trends and their impact on users

As we’ve seen, digital marketing is constantly transforming, driven by both technological innovation and changes in consumer behavior. However, beyond the emerging tools and platforms, the factor that really makes the difference will still be customer experience.

The role of customer experience in marketing

Customer experience (CX) has become a strategic pillar for companies. Brands that prioritize customer experience and optimize every touchpoint in the customer journey will have a competitive advantage. To achieve this, it is essential to combine artificial intelligence, automation, and an approach focused on the information obtained from the user.

As Marc Cortés Ricart, Adjunct Associate Professor in the Department of Marketing at Esade, points out in his article Advantages and challenges of AI in companies, “Artificial intelligence tools, such as chatbots and recommender systems, significantly improve the customer experience by providing quick responses and personalized solutions. This not only improves customer satisfaction, but it can also increase consumer loyalty and a company’s sales.”

However, as Professor Alexis Mavrommatis, an expert in customer experience and head of the marketing department at Esade, points out, in order to generate a good user experience, companies must find the balance between automation and human interaction. For Mavrommatis:

• Customer experience doesn’t have to be a “wow effect,” but it needs to meet customer expectations.
• Automation should not put customer trust in the brand at risk. Companies have to handle the use of data and automation transparently so as not to damage customer trust.
• Customers will continue to demand human interaction at certain points in the customer journey: It is essential to remain authentic and maintain an emotional connection.

Marketing training for a digital world

Can we face these new trends by using classic marketing paradigms? It is obvious that marketing departments and marketing professionals need to evolve at the same pace as the sector.

As we have seen, digital marketing is moving toward a more personalized, automated, and user-experience-based approach. And the key to success will be held by CMOs who are able to apply technological innovation without losing consumer trust, and who know how to harness the power of AI, influencer marketing, and interactive, personalized content to connect with the audiences of the future.

For experienced professionals who want to take a leap forward in this regard, specialization programs such as Esade’s Spanish-language digital marketing and AI for companies are perfect for learning how to integrate AI into their strategies in just 8 weeks. Alternatively, the Marketing and Sales Diploma offers a 6-month training course that integrates marketing and sales knowledge to prepare participants to lead future trends in companies.

If you want to lead successful digital marketing strategies, don’t hesitate to ask us. We will work with you to identify the program that best aligns with your profile and requirements.