For years, the digital marketing space has gently evolved, new platforms emerged, presenting interesting potential and in some cases, they gradually withered away – remember Vine? We tasted accurate location-based targeting with networks such as Weave, a joint venture between four major UK phone networks in the early 2010s, which demonstrated the potential of accurate location-based targeting through granular text message marketing. Although modern GDPR regulations would undoubtedly have raised concerns, this pioneering approach set the stage for what was to come. Gradually networks like Facebook and Instagram caught up with targeting parameters, but all at a gentle pace.
This gentle pace has accelerated, into what feels like a sprint, akin to the last few miles of a Tour De France stage, the speed at which things are moving and changing is unparalleled for digital marketers. We’re hearing a lot about AI, and rightly so, but it’s one player in a dynamic environment. Ad costs are rising, with big players spending more than ever, smaller brands are experiencing increasing CPCs that they’re unable to stomach, thus leaving search to those with deeper pockets and thrusting challenger brands onto newer platforms such as TikTok or Meta where CPCs are much lower.
The critical question now is are brands adapting and, if they are, are they doing it fast enough? If they’re not maintaining pace, they will begin to fall behind. Let’s break down the biggest challenges, how brands are responding, and what’s next.
What are the biggest changes disrupting the digital marketing space?
AI’s Growing Influence
While it may feel as though it’s steamrolled into the mainstream over the last year, AI has slowly permeated platforms like Google Ads for the last few years. The introduction of Performance Max (PMax) in late 2021 has transformed campaign management, reducing the need for hands-on daily optimisation. Instead, digital marketers now focus more on strategy, data input, and refining automation outputs removing the need for as much day to day management of accounts. Ads specialists now spend much of their time developing strategy, overseeing and managing data input. But, AI’s impact extends beyond paid media. Organic search strategists can now analyse vast datasets in seconds, while custom AI chat models help teams make faster, more informed decisions. At Black Lab, we’re leveraging these technologies to stay ahead—especially as Google’s AI Overviews and platforms like Gemini begin reshaping search behaviour.
The Death of Third-Party Data
The environment we all operate in is far from stagnant, GDPR (now integrated some time ago) was a development that required data usage to be tightened. This has further extended, in recent years to Apple’s App Tracking Transparency policy and the cookieless future that is on its way.
Consent mode has already reduced opt-in rates by 15-20% (data from Black Lab’s experience across our own clients), making first-party data more valuable than ever. The brands thriving today are the ones investing in CRM systems, community building, and direct audience engagement to reduce reliance on paid media.
Search is No Longer Just Google
User search habits are evolving, and Google is no longer the sole gateway to information. AI-driven platforms like ChatGPT and Google’s Gemini are increasingly acting as intermediaries, summarising and interpreting content before users even reach traditional search results. As a result, organic search strategies must consider how AI understands and presents content—not just how it ranks for keywords.
Beyond AI, content consumption behaviours are shifting. The rise of short-form video—through TikTok, Instagram Reels, YouTube Shorts, and even LinkedIn’s new video formats—shows that users prefer bite-sized, easily digestible content they can quickly scroll through.
At the same time, the sheer volume of online content means users have more information than ever at their fingertips, yet brands must work harder to capture attention. The search landscape has expanded beyond Google, with voice search, image search, AI-generated responses, and platform-specific discovery (TikTok, YouTube, Reddit) playing a growing role in how users find and engage with content.
For brands, this means adapting to a more fragmented search ecosystem, optimising content for AI interpretation, and embracing multiple formats to remain visible and relevant.
How are brands adapting to win?
Naturally there’s no silver bullet but by developing a strategy to adapt and implementing it is a great starting point.
Building Communities and First-Party Data
Building community and dialogue is now easier than ever before, traditionally platforms like Facebook would have been the go-to, but now Reddit, Discord and even WhatsApp present brands with direct and personal touch points with customers. Brands that do this well foster connections that enhance customer loyalty and engagement. This approach reduces dependency on paid advertising and creates authentic connections with audiences.
A great example of this is England Rugby’s use of Reddit to connect players with fans. Hosting AMA (Ask me anything) sessions fans can directly chat in Reddit threads with players asking serious and frivolous questions then receiving an immediate personal answer. Similarly, a well-managed CRM (like HubSpot, as used by Black Lab) allows brands to deliver personalised content and automated nurture campaigns at scale, things like a targeted newsletter series can be employed to reach customers with relevant messages and content of interest.
Paid Media: Beyond Google and Meta
Whilst this organic content is powerful, the paid strategy needs to support it and vice versa, the above can be considered top and middle of the funnel, but as we’re getting to the sharp end of the purchase consideration journey, paid needs to be involved.
It’s worth remembering that search doesn’t just span Google anymore, there’s voice search, image, AI overviews and platforms such as Google’s Gemini. Paid allows brands to capture customers as they’re directly looking to purchase either your product/ service or a competitor’s product, it’s the final sign post – one that addresses high intent.
Brands need to be shifting their attention to PMax ; using AI-driven placements to reach the right audiences at the right moments. When combined with CRM data, PMax campaigns become even more efficient, targeting users based on real engagement rather than broad demographic assumptions. This can then be fed back into the campaign management to enable improved decision-making. While Google, Bing, and programmatic ads remain staples in digital marketing, platforms like TikTok, Reddit, and YouTube are emerging as powerful tools for both discovery and conversion.
Google coined the term “Messy Middle” to describe the chaotic, non-linear path consumers take before making a purchase. Brands that succeed in 2025 will be the ones present at every key touchpoint, across organic, paid, and social media.
A standout example is Berry Bros. & Rudd, one of the UK’s oldest wine merchants. Their multi-channel approach includes:
- A carefully structured website rich in information and guidance
- A regular, engaging newsletter tailored to audience interests
- A seasonal podcast that builds trust and brand authority
- Ad libraries show paid ad activity across Google, Bing, and Meta with stunning creative execution
By integrating content, CRM, and paid advertising, they create a seamless full-funnel marketing strategy that converts.
Whilst I’m sure there are further opportunities for them to unearth, they’re certainly leading their sector with their execution.
What does the future hold?
As Bob Dylan said, ‘times are a changin’, he’s right, we’ve seen unprecedented change already, but I suspect more is to come.
Organic search is likely to be unrecognisable in the next couple of years.
Based on access to Google Search Labs and recent leaks, organic search is set to become unrecognisable in the next few years. Google appears to be shifting towards a multi-tabbed, Wikipedia-style experience, consolidating information within its ecosystem to minimise outbound clicks.
With its dominance as the front page of the internet, Google’s ultimate goal is likely to keep users engaged on its platform for longer. Could we see Google facilitating transactions directly within search results, effectively becoming a marketplace?
Given their track record, it’s entirely possible—and brands must prepare for a future where visibility within Google’s ecosystem is just as critical as ranking highly on search pages today.
AI Will Drive Both Strategy and Execution
To stay ahead, marketers must embrace AI not just as a tool but as an integral part of strategy and execution. AI-driven platforms are already reducing the need for manual tasks, whether it’s automating data analysis, generating creative for paid campaigns, or optimising cross-channel media buys.
This shift frees up time for strategic and creative thinking, allowing brands to focus on creating engaging, authoritative content while AI handles the execution. The result delivers more efficient campaigns, reduced costs, and marketing efforts that are both data-driven and genuinely valuable to the audience.
Search, Social, and Community Will Blur Together
Looking wider than just Meta and Google will help with a digital presence, platform fragmentation is real, for example Reddit has a data sharing agreement with Google and you may have notice Reddit appearing much more in the SERPs pages recently, therefore (assuming it’s right for your brand) having a presence on Google could prove helpful.
Success Metrics Will Shift
The above will also change the KPI’s that are important to brands; ROAS and CPC will still be relevant but measuring views, brand mentions and brand equity will be useful metrics to report the effectiveness of spend. All of this should be tied into a carefully set up CRM with appropriate tracking employed to generate first party data that can be effectively utilised by the ad platforms and email flows to deliver relevant personalised messaging to the right individuals to enhance conversion rates.
What should you do?
The military has a phrase, “Learn, adapt and overcome.” It’s certainly relevant in the context of managing the shifting and changing landscape in which brands and marketers occupy.
Brands need to begin to fragment their presence online, looking at ‘new’ channels (I’m using ‘new’ loosely as platforms like Reddit have been around for a long time), create authoritative, genuine content across different media types and leverage AI to make informed decisions about activity and their customers, delivering personalised messaging at the right time. Being present is critical as the path to purchase covers many different touch points.
Finally, re-evaluate what metrics are useful, CPC’s and CTR’s are still important but other metrics can help gauge the success of your efforts as customers navigate the purchase process – top tip – there’s no set process.
We’re seeing the re-emergence of specialists in our space; individuals dedicated to a particular small set of platforms, understanding them and managing the nuances to develop results. The pace of change is leaving some brands behind. Those that are adapting and learning or utilising partners with experience are the ones making headway in.
Join Us at Winners in Change
On March, 13th at Leeds Dock (15:00-18:00) Black Lab will be hosting Winners in Change to dive deeper into these insights and hear from brands leading the way. With two keynote speakers and a panel of marketing leaders, we’ll be exploring real world experiences and approaches navigating the changing world. Want to win in change? Join us: https://www.eventbrite.com/e/winners-in-change-bold-brands-leading-the-digital-marketing-revolution-tickets-1181274918079?aff=oddtdtcreator
