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The future of work is agentic – McKinsey & Company

Think about your org chart. Now imagine it features both your current colleagues—humans, if you’re like most of us—and AI agents. That’s not science fiction; it’s happening—and it’s happening relatively quickly, according to McKinsey Senior Partner Jorge Amar. In this episode of McKinsey Talks Talent, Jorge joins McKinsey talent leaders Brooke Weddle and Bryan Hancock and Global Editorial Director Lucia Rahilly to talk about what these AI agents are, how they’re being used, and how leaders can prepare now for the workforce of the not-too-distant future.
The following transcript has been edited for clarity and length.
Lucia Rahilly: Jorge, welcome to McKinsey Talks Talent.
Jorge Amar: Thank you very much. Excited to be here.
Lucia Rahilly: Jorge, there was a great little piece in The Wall Street Journal called “Everyone’s talking about AI agents. Barely anyone knows what they are.” What exactly do we mean when we talk about agentic AI?
Jorge Amar: I’ll start where I think most people still are, which is generative AI. Gen AI is mostly a reactive type of AI focused on generating creative content, triggered by a prompt or an instruction from an individual.
Now if we continue the evolution of AI into agentic, we start to come to a very different reality. The first difference is we’re talking about AI that is not only generating content. It is executing on a task, on a mandate, on a particular instruction. An AI agent is perceiving reality based on its training. It then decides, applies judgment, and executes something. And that execution then reinforces its learning. It learns if what the agent did was good or bad and then feeds that back in.
Your AI agents could now be the evolution and the creation of a digital replica of the entire workforce of an organization.
So we’re getting into the next step: AI deciding what to do on its own. We start to get into this complete AI workforce. Your AI agents could now be the evolution and the creation of a digital replica of the entire workforce of an organization.
Lucia Rahilly: OK, Jorge. You’re scaring us. Let’s talk through some use cases that might help bring this to life a bit. What does agentic AI look like now in the wild?
Jorge Amar: It’s still the Wild, Wild West out there. But I’ll try. Right now, many companies are starting to experiment. Typically, the environments in which they are deploying agents are very deterministic, with a clear process to follow. Think of IT help desks, or software development, or customer service tickets: any environment where a customer asks for something and there’s a well-defined process afterward. The agent picks it up—decides what is the right process, the right content article to be retrieved, the right information to be gathered—and then triggers an action.
Bryan Hancock: In HR, we’re seeing agentic AI in talent acquisition. Agents clean records. They try to understand, “Of the vast universe of potential candidates, how do we clean the data and understand who the right candidate might be?” Then a separate agent goes through and scores those candidates and does the ranking and the sourcing process. A separate agent reaches out to gain contact and schedule interviews.
And then I’ve seen a coordinating agent that sits on top of the overall process, interacting with those underlying agents. Have you seen that kind of coordinating agent process? And how do you even create an agent that coordinates across some of those discrete subprocesses?
Jorge Amar: I have a client that is already doing the first screening of all candidates for the front line entirely with agents. And I have even seen one step further: AI agents being deployed for training.
Think of a call center or store environment. You generate an agentic customer, and you say, “This is a type of call. This is a type of customer. Record an interaction.” It’s not only simulating a real phone call. You’re also getting live, detailed scoring of how you, as a frontline employee, are doing in that interaction. Are you using the right words? Have you remembered every single step of the process? It gives you very detailed coaching instructions.
Probably before, a supervisor in a call center could listen to three, five calls per agent. Now you get a summary of every single call, with a detailed breakdown of all the things this human agent is doing well and could do better.
You can focus your coaching, your onboarding in a much more targeted way because you know exactly which skills to develop, which traits to emphasize. And it’s not only recruiting and training; you could even do the same thing for performance management.
Brooke Weddle: Jorge, it sounds like you’re pointing to examples where agentic AI has allowed companies to achieve greater levels of productivity. Recently, the Work Trend Index annual report came out, one of Microsoft’s flagship publications in workforce. And it found that a third of executives are considering using AI to reduce head count in the next 12 to 18 months. But nearly 50 percent said they were considering maintaining head count but using AI as digital labor to boost productivity—as complementary to human skills. What have you seen in terms of use cases?
Jorge Amar: It is still early days when it comes to what I call decoupling the creation of capacity—automating tasks that otherwise would have been performed by a human—and the monetization of capacity. The monetization of capacity is its own independent thing.
One of the potential paths can be, “I’m going to reduce head count.” More and more, some executives I’m talking to are interested in, “I might reduce head count, but I also might want to do things differently.” Suppose your competitive advantage was your call center agents. If AI brings everyone to the same parity level, how do you differentiate? What are the implications for your workforce when you can differentiate by having the best algorithm, the best agentic framework out there—but at the same time, how do you complement that with humans to do things that otherwise would have been cost prohibitive?
I’ll give you one example. Last week, I was talking with one of my travel clients—and you could pick the airline or cruise line of your choice. What if you now had your own personalized concierge looking at your travel, giving you very detailed recommendations on how to navigate the airport, suggesting the type of food you could pick up on your way and even creating the order for you, and then getting to the final point in which it helps you board the plane and makes sure you have space? The possibilities are endless when it comes to figuring out or creating new and different workflows, new processes, new ways to surprise and delight your customers that you couldn’t have otherwise.
Bryan Hancock: And I imagine you can also do some of the same toward your employees. How do you surprise and delight across the employee journey? How do these agents actually get created—and get created in a way that’s specific to processes in any one area?
Jorge Amar: We’re all still figuring out the best way. There was a quote recently along the lines of, “IT will be the HR of AI agents of the future.” I would divide the creation of an agent into a few different steps. This helps us understand who is doing what.
First, there clearly needs to be a rationale from the business: customer support, marketing, sales, HR. They would define, “What is the need for an AI capacity?” and decide, “What are the parameters of what this AI capability needs to perform?”
Then they would work with their IT or AI function to either develop or procure their agentic capabilities. In many cases, the specificity and complexity of these AI capabilities will require these companies to develop their agent capabilities in-house, because they cannot find them in the market. It’s going to be a hybrid situation.
Once that capability exists, you have to onboard and train that agent, which we call “tuning” an agent. Tuning the agent requires a number of things: a good articulation and understanding of the process you are trying to “agentize,” as well as a subject matter expert who really understands the ins and outs.
You also need someone who understands the available data—a content specialist who is saying, “These are the content articles, the corpus of knowledge you need to train your agent,” and who makes sure that knowledge is up to date. In one of my cases, we trained the agent, and the agent started to spit out a bunch of COVID-related policies that were no longer relevant. So you need to make sure the data is accurate, relevant, and up to date.
Last, you need a good, robust prompt-engineering skill set: someone who can teach, train, and tune the agent by saying, “When the customer or your employee says this, this is what they mean. This is what they are trying to accomplish. And therefore do X, Y, Z.”
Brooke Weddle: Jorge, you mentioned IT becoming the HR of AI agents. And, of course, it was Jensen Huang, the CEO of Nvidia, who said this recently. When you think about a digital workforce, whose job is it to ensure that digital workforce is reaching its full potential? Is it more in the realm of IT? Or is this a space where HR might have a few things to say, since for a long time, getting managers to reach their full potential has been more their purview?
Jorge Amar: Some pioneering companies in this space are expressing their org charts not only in number of FTEs [full-time employees] but also in number of agents being deployed in every part of the organization. So I think we are going into a world where you’ll have to think about your workforce as both agentic and human. And I don’t think IT will be able to do this alone. IT will be critical in enabling the foundational elements to train an agent—the data stack, the right procurement, the right platform for training and tuning the agents.
Now, the true missing pieces: one is the business. Nobody will be able to train an agent if you don’t know intimately the policies, the processes, what really differentiates you from a business perspective.
And then I think HR will play a key role—first, to really push the business on what can be done from a hybrid workforce perspective. Second, and we started seeing this in one of my clients, is where the technology is up and running, but the number of live interactions is not coming down. There is a big change management component that comes into play. HR will be absolutely critical there.
So I think we are going into a world where you’ll have to think about your workforce as both agentic and human.
How do you tell your 20-year-tenured employee in the call center, “Now there is this agent that is going to do the job much better than you”? This person would probably say, “How can this AI thingy that got trained yesterday replace my 20 years of experience?” And there is a big step toward driving the incentives for usage, role modeling communication, and creating the right change story for these employees to understand, “Look at all the great possibilities this unlocks for you.”
This tells me HR still will play a critical role in the adoption of this agentic workforce. Maybe HR will not be screening each resume, but it will be critical in driving the change management efforts in adopting an agentic AI workforce.
Bryan Hancock, Brooke Weddle, and other talent experts help you navigate a fast-changing landscape and prepare for the future of work by making talent a competitive advantage.
Lucia Rahilly: Jorge, it’s so interesting to hear the anthropomorphic terms you’re using to describe these agents—existing in the org chart, for example, or as a digital workforce. To be clear, are these agents being construed as tools or as a class of digital workers—neo-colleagues of some kind?
Jorge Amar: I do think of it as a workforce. This is a workforce that will conduct end-to-end processes, replacing many tasks being performed today by the human workforce. It will augment the tasks a human workforce is performing to help make it better, faster, more efficient.
Some companies out there are even promoting this notion of a zero-FTE department—an entire function fully performed by an agent. Then you have on the side humans in the loop controlling or monitoring what these agents are doing. Putting philosophical debate aside, I think we should think of agents as a parallel workforce for all intents and purposes.
Some companies out there are even promoting this notion of a zero-FTE department—an entire function fully performed by an agent.
Lucia Rahilly: You mentioned adoption, and we so often hear adoption cited as a primary challenge in realizing the value of AI. How do you see humans in the workplace taking to this notion of collaborating with AI agents?
Jorge Amar: It’s still a big challenge. I’ll give you one example. In some of the frontline environments where I spend a lot of time, some of the newer agents or the newer reps tend to embrace AI faster. Why? Because if you’re just coming into a frontline environment, the back office is where you need to learn all these things, and now AI is guiding you through the process. That’s great. It makes the job easier. But some of the more tenured employees resist AI quite a bit. It’s really challenging for them.
There are many of these elements that will be critical in cracking the code to adoption, because my fear is that we will end up with huge investments and very little value realized.
The other big element is that many employees tell us, “I cannot trust an AI black box out there that is doing this, so I will use the AI result, but at the same time, I’m going to have my own calculations.” Therefore, you’re now duplicating work. There are many of these elements that will be critical in cracking the code to adoption, because my fear is that we will end up with huge investments and very little value realized.
Bryan Hancock: Who do you think is going to lead the way in adoption?
Jorge Amar: First, there’s got to be a clear mandate from the top. Leaders should make sure they are role modeling and integrating AI into the way they speak and what they do.
Second, evaluate the performance of AI in a joint fashion. One of my clients sees the results of both the human and the agentic parts of the operation in the same dashboard. The business manager, the VP, and the SVP evaluate the joint performance of both their workforces.
Third, this space is changing week by week, day by day. You need to design an operating model, a set of processes, that allows you to adapt. The more flexible this operating model, the better, because otherwise you’re going to be making investments in a technology or a set of algorithms that three months from now are going to be different.
If you put all that in the mix, some of the smaller companies, start-up environments, have a little bit of an advantage. But the reality is that some of these LLMs [large language models] or agent platforms are not going to be trained on small companies. So it is critical to get to the larger companies and say, “Hey, I’m going to make the performance of these even better.” How to do that in an effective way in that environment is, to me, the crux of this issue.
Brooke Weddle: What skills are going to become more salient in human leaders to get the most out of agents?
Jorge Amar: First, HR will need to be at least business proficient in what an agentic workforce can do. How can you drive a change management program if you don’t know what your agentic workforce can and cannot do, or what will be possible in three years?
Second, I think HR will play an important role in reskilling human employees. Today, you can probably fully agentize the workload of a level-one support engineer. But you might want to repurpose that person to become a prompt engineer or to do content generation for AI training. An HR function that can do that at scale is another critical component and skill set that HR will need to develop if you think about the next three, five years: “What is the evolution of that role?”
Last is being really good at empathy, understanding the change story, helping employees onboard into their own AI journey, and making it happen in a way that is not threatening: “Look at all the other possibilities you might have in the future within the organization.” Articulating that very clearly and helping employees come along in that journey is going to be another critical component.
Brooke Weddle: The Work Trend Index annual report I mentioned earlier talks about the need to evolve from an org chart to a work chart.
Jorge Amar: Yes, and you probably saw that the CEO of Shopify released a memo saying something along those lines: “Before you ask for new head count, show me that AI cannot do the work.”
Brooke Weddle: That was almost positioned as a more radical stance. But in my conversations, it’s very much a part of the conversation already. I very much think that’s a now thing versus a future thing.
Jorge Amar: There are a couple of elements we also need to put on the table to say why now or not now. I would describe them in three broad categories. Number one is that to get an agent up and running, you do need a good technology stack and data stack. And there are many things being done to create new data, generate what we call synthetic data for training purposes.
Number two, there are a number of concerns about security and risks, from drift, hallucination, bias, and any of the challenges with some of these LLMs. For example, what if an agent is talking to your customer support agent, and they generate their own little dynamics and negotiation, and now suddenly you end up with a 90 percent discount on your product because you trained your agent into churn reduction and churn avoidance? How do you control that? Maybe you need to train a whole new set of agents that are monitoring the different negotiations and different discounts, and anything that touches your CRM [customer relationship management].
And the third is, “What is the cost? What are the different usability considerations from a UX [user experience] and UI [user interface] perspective?” It’s great that you might have a very conversational chatbot, but if it looks like the 1990s interface of how you were interacting on some of your most famous messaging platforms, customers are not going to use it. So I think it is a very now conversation, but it also requires us to tackle some of these issues around risk, data, usability. Because otherwise, it’s going to go into purgatory.
Brooke Weddle: That’s not where we want to go. Clear.
Lucia Rahilly: Obviously, it’s vital to be talking about this now, planning for it now. But acknowledging that predictions are freighted with uncertainty, what time frame do you think we’re talking about for agents really to take effect at scale in companies?
Jorge Amar: It depends on who you ask. Some of the hyperscalers and technology companies would tell you that they are already deploying it, and they are. Many of the other organizations I talk to are saying, “I need to understand this; I need to evaluate it.” And we’re probably looking at 18 to 24 months out before it reaches full scale. I believe that there are a few elements where it’ll take a little bit of time, making sure everyone is comfortable deploying them at scale.
Bryan Hancock: Jorge, I’ve got two college-age kids. What advice do you have for them as they’re thinking through their careers and how to engage in work in a future that is agentic?
Jorge Amar: I was having this conversation a few weeks ago with a friend’s son who asked me: “Maybe I should just drop out of college and become a prompt engineer.” And look, I think there are certain jobs that are going to be fully transformed by AI. These net-new roles, such as prompt engineer and content specialist, will become more relevant in organizations. I would expect this demand to be higher than what the market can offer when it comes to just college. Therefore, I think we will have to go through a reskilling at scale within the existing workforce.
On the other side, how do you differentiate? If you differentiate only by having the best prompt engineer, fine. I think that is a skill set that at a certain point you will catch up on, because you could even have an agent that does prompt engineering.
But if you think the most important element a company has is the trust of and the relationship with their customers, do you need a human workforce that is more empathetic? Because, again, you might be OK talking to a chatbot to reschedule an appointment. But if you were just in an accident, do you want to talk to a human, or do you want to talk to a bot?
How do you emphasize skills in the incoming human workforce that help a company establish relationships? This could be the source of differentiation for your company. This could be the competitive advantage: “I offer a superior service. I offer a more human touch and surprise-and-delight experience.”
You might be OK talking to a chatbot to reschedule an appointment. But if you were just in an accident, do you want to talk to a human, or do you want to talk to a bot?
For my friend’s son, I was opening his mind in terms of, “Hey, maybe prompt engineering is fine, but maybe my arts background will be valuable in tomorrow’s workforce because I will be able to understand human feelings in a way that no agent will be able to do.”
Brooke Weddle: Jorge, if I reflect on what you’re saying, I think it’s a good time to consider the broader cultural implications of having a digital workforce. And some of that relates back to the values of a company. As you think about incorporating and onboarding agents as part of an organization, how do you do that in a way that is consistent with your company values, where you might prioritize collaboration, psychological safety, or having difficult conversations? It’s a really interesting question to ask to get full value from the digital workforce.
Jorge Amar: A hundred percent. That’s why we are seeing more and more companies start to experiment with employee-facing agents more than just full end-customer-facing agents. Because how do you make sure that every interaction is in line with your corporate values, with your identity, with your brand standards, with the way you want to address a customer?
That’s why I think we’re going to go first through testing and scaling of an employee-facing agentic workforce. And then, over time, in certain discrete moments, you might want to do it with your end customer. You might want to do certain tasks that are mundane: customer authentication or verification or call summarization. But, again, you don’t want to outsource to an agent or a digital agent the core of the relationship with your customer—or not just yet.
Lucia Rahilly: I read the article you recently coauthored, Jorge, about agentic AI in the context of customer care. I found it fascinating that one of the findings was that almost three-quarters of Gen Z respondents to your survey believed live calls were quickest and simplest. Even younger cohorts seem to prefer human interaction. That points to the tremendous change management process that will have to happen for this to take hold.
Jorge Amar: So funny you mention that. Gen Zers would be bothered if they got a phone call from their parents, right? They would prefer to interact by text. I am sure anyone who has kids can relate to that. But for customer support needs, they prefer to talk.
So when we were digging a little deeper into why they prefer to talk to their provider, insurance company, telco carrier, bank, they all mentioned the same: “My situation is so unique, so important to me, that I just want to talk to a human who will give me that personalized and unique solution I won’t be able to get through a bot.” And the reality is maybe 80 percent, 90 percent of those interactions are the human giving them the exact same process, but still they felt they had a much more personalized solution by talking to a human.
So maybe that changes over time and customer support bots will just get true characters that enable a fully formed dialogue. To your point, the change management is not only with employees. It’s also customer education and building trust on some of these solutions.
Brooke Weddle: Jorge, when you think about the next three to five years, what are you most optimistic and excited about when it comes to the potential of agentic?
Jorge Amar: I am really looking forward to doing things in a way that we couldn’t have done otherwise. I am super optimistic about doing personalization at scale with customers. I am super optimistic about empowering humans to do tasks that are not repetitive, that are not going to create attrition levels of 50, 60, 100 percent per year, that create career paths for employees that are about connecting with humans—transforming the way we work on a daily basis, focusing on the change management elements we were just describing.
This hybrid workforce future should be a very uplifting environment for everyone—mostly for us as part of the workforce. It creates a new set of skills that were probably deprioritized in previous ways of finding efficiencies in companies—for example, trying to do things as repetitively and as fast as possible—and really opens the door to new ways of interacting with customers and employees.
Bryan Hancock: I have a fun question. Should we tell AI thank you?
Jorge Amar: I do because I think that when Skynet takes over, I want them to know I was very kind to them. It’s funny. I was reading the other day that OpenAI is spending tons of cycles—I don’t know if you’ve seen that news—on the use of “please” and “thank you.”
Brooke Weddle: I say thank you to Alexa. It’s just good behavior all around.
Jorge Amar: Of course.
Bryan Hancock: The article on OpenAI was saying, “We’re spending millions of dollars, pumping tons of CO2 into the atmosphere because of the energy used by the data centers because we’re saying ‘thank you.’”
Jorge Amar: Totally. But imagine your kids. You’re going to teach them not to say thank you to Alexa but say thank you to a human? Come on.

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Building a Winning Digital Marketing Strategy for 2025 – Influencer Marketing Hub

You are here: Influencer Marketing Hub » Digital Marketing » Building a Winning Digital Marketing Strategy for 2025
A report, shaped by the lives of 900 marketers (not just surveys).
The dull way we approach digital marketing needs to change. 
Not because AI is here to replace us, but because it’s here to free us, giving us the time to be human again and connect with people where it truly matters: their hearts and minds.
Take Volvo’s viral campaign last month – a touching story of a father raising his daughter, masterfully weaving emotion into every frame. It was definitely more than an ad for safety features. It had a narrative that made us feel, made us think, and most importantly, made us care. Unfortunately, this is rare nowadays. 

Isn’t that what marketing is supposed to do?
Why does it feel so rare, so extraordinary?
Shouldn’t connecting to the human experience be the standard, not the exception?
In this report, we will explore, how AI amongst others, can be used to amplify our ability to tell these stories, to connect on a deeper emotional level. 

It’s December, and marketers everywhere are battle-scarred from a year that tested our creativity, resilience, and adaptability like never before. Ads have never been more expensive. SEO, once the bedrock of digital strategy, feels increasingly outdated. And then there’s AI—not the distant promise of yesterday but the disruptive force of today, rewriting the rules faster than we can adapt.
Marketing Challenges
This is not just another year of iteration. 2025 will be the year that separates the leaders from the left-behinds, the agile from the stagnant. It’s not hyperbole—it’s history in the making. We’ve arrived at the dawn of a new era, where traditional playbooks won’t just fail to give you an edge—they might fail to keep you in the game at all.
Think back to the challenges you faced this year. The creative ideas that stalled under pressure. The campaigns that felt more like survival than strategy. The budgets squeezed tighter than ever, where every click and conversion had to prove its worth. And yet, amidst the chaos, there was a glimmer of opportunity—a quiet realization that we’re sitting on the most advanced tools humanity has ever created. AI isn’t here to replace us; it’s here to liberate us from the cumbersome, the repetitive, the soul-draining tasks that steal time from where we’re needed most.
In 2025, marketers will face two paths: clinging to the comfort of “what’s always worked” or embracing the radical possibilities of “what could be.” It’s a year that demands audacity, clarity, and the courage to think differently. We can’t afford to tread water anymore.
This report is your guide—your blueprint—for navigating this moment of transformation. It’s not about tweaking your strategies; it’s about reimagining them entirely. We’ll unpack how AI is reshaping creativity, why the cookieless future isn’t the end but a chance to own your data, and how social commerce is replacing malls as the shopping hubs of the world. We’ll dive into actionable insights, cutting-edge case studies, and data that will help you not just prepare but thrive in a market defined by relentless innovation.
2025 isn’t just another chapter. It’s the start of a new book in the story of digital marketing. And it’s up to us to write it. So, let’s get to work. 
Just imagine how liberating it will feel to spend less time wrestling with spreadsheets and more time crafting campaigns that actually resonate. The days of playing it safe with tired, formulaic strategies are officially over. The marketers who lean into the chaos, embrace the evolving dynamics, and adapt with boldness won’t just survive—they’ll thrive.
From TikTok transforming your feed into a marketplace to zero-click searches rewriting SEO playbooks, the changes aren’t just significant—they’re seismic. Privacy is no longer a negotiable afterthought, trust and authenticity are the currencies of connection, and omni-channel marketing isn’t just nice to have; it’s non-negotiable. The dynamics are shifting fast, but here’s the silver lining: the tools you need to win have never been more accessible. What sets the winners apart isn’t the tech itself—it’s how they wield it.
In this report, we’re breaking down the six major trends that we believe will define 2025. These are the pillars that will shape how marketers adapt, innovate, and connect in this new era.
Emerging AI Trends
Backlink profile / Metrics
Metrics Overview
As AI-driven algorithms prioritize user intent, brand authority, and contextual relevance, traditional keyword-focused strategies are losing ground. The future of search is human-first and AI-optimized, demanding marketers adapt to stay relevant in this evolving landscape. Findings are based on our SEO Trends Report 2024:
AI is redefining how search engines interpret user queries. Instead of focusing solely on keywords, search engines now prioritize satisfying the intent behind queries. Thought leaders like Kevin Indig and Ross Simmonds emphasize that search behavior is fragmenting, with users increasingly seeking authentic, community-driven insights. 30% of AI Overviews differ significantly from live search results, reflecting the shift toward intent-based algorithms.
Only 6% of Google’s AI Overviews include the exact search query, underscoring AI’s shift toward intent over keywords.
User Intent SEO
A great example is Reddit’s surge in rankings for 26% of over 8,000 affiliate keywords demonstrates the power of user-driven platforms in satisfying intent.
Shift from keyword-centric strategies to comprehensive content that addresses user intent through detailed, actionable answers.
The emphasis on user intent reflects a broader shift in digital marketing: consumers crave relevance and authenticity. SEO isn’t just about showing up—it’s about showing up in the right way. To truly win in search, marketers must align with how people think, not just what they type.
Brand authority has become a cornerstone of SEO. AI algorithms reward sites with high branded search volume and trust signals, favoring businesses that consistently deliver value.
Building authority through trust and visible brand mentions is essential to maintaining algorithmic resilience.
While thought leaders like Rand Fishkin critique Google’s favoritism toward large brands, others see opportunity in human connection and storytelling.
AI values content depth and relevance over sheer volume. Cyrus Shepard highlights that pruning underperforming content rarely works, while Ross Simmonds advocates for repurposing high-performing content to maximize impact.
IMH increased article rankings by 43% in top SERP positions using Semrush’s Personal Keyword Difficulty (PKD) metric and focusing on topic clusters.
Semrush Personal Keyword Difficulty
AI is revolutionizing SEO workflows by automating repetitive tasks like audits and competitive analysis. However, human research and creativity remains critical.
AI optimizes efficiency but cannot replace strategic, human-driven insights.
AI-enhanced processes enable SEO teams to focus on 76% higher-value tasks, driving more impactful results.
Leverage AI tools for workflow automation while investing in human creativity for storytelling and strategy.
In a world where trust is earned in seconds, social proof may just be the decisive factor that sets your brand apart. By leveraging the behaviors and endorsements of others, businesses can create a ripple effect of credibility and confidence. But how can brands go beyond the basics and wield this tool with precision?
Types of Social Proof: Building Your Credibility Toolkit
To deploy social proof effectively, businesses need to integrate a mix of proven tactics:
Social Proof in the Digital Age: Google’s Perspective
In the digital ecosystem, social proof transcends human psychology to influence search algorithms. Google, for instance, integrates social proof signals to determine credibility and authority. These include:
A compelling example is Help a Reporter Out (HARO), which uses tangible metrics like “thousands of journalists served” to build credibility. This form of “raw quantity” social proof not only instills user trust but also aligns perfectly with Google’s ranking criteria.
The Double-Edged Sword: False Consensus and Naïve Realism
While social proof is an indispensable tool, it has its pitfalls. The false consensus effect—endorsing products simply because others have done so—can create a distorted reality. Over-reliance on consensus can lead to “naïve realism,” where perceptions become skewed, ignoring alternative perspectives or critical evaluations.
Insights for Harnessing Social Proof
To effectively employ social proof:
By understanding and leveraging these nuances, businesses can turn social proof into a cornerstone of their influence strategy—both for audience engagement and Google optimization.
Strategic Recommendations for SEO in 2025

As SEO continues to evolve, its principles spill into other critical areas of digital marketing. Whether it’s privacy-first strategies, social commerce, or omni-channel integration, the lessons of intent, trust, and relevance are shaping the entire ecosystem. And the brands that master these dynamics will be the ones that thrive in 2025 and beyond.
As we move from SEO to Privacy, the underlying theme remains the same—earning trust. Just as consumers demand intent-driven search results, they expect transparency and ethical handling of their data. Let’s explore how these dynamics overlap.
Let’s get one thing straight: AI isn’t new. It’s been quietly running the show behind the scenes for years. Every time you’ve searched on Google, scrolled your Instagram feed, or seen a highly-targeted ad pop up right when you needed it—AI was there.
For years, AI has been making decisions for us: which ads to show, which posts to promote, which search results to rank. But it was all happening passively, with marketers observing from the sidelines. The big shift for 2025? We now get to actively collaborate with AI. Think of it as moving from a backseat passenger to sitting in the driver’s seat, co-steering the creative and strategic process. It’s not about AI taking over; it’s about it taking the mundane off your plate so you can focus on what really matters—building stories that connect, strategies that inspire, and campaigns that leave a mark.
There are really 3 main areas where we foresee AI will truly leave a mark in 2025; 
It is going to be much easier to deliver content (we didn’t say good content – many get this part wrong). Creating content will get faster—but here’s the caveat: speed doesn’t always equal quality. Take for example an influencer who on average spends 40% of their time on editing their content, to optimize it before posting, now can spend those 40% on actually creating creative briefs together with the brands, which usually is around 10% of their time according to our research. 
Personalization has always been a goal, but hyper-personalization takes things to the next level. Thanks to AI, brands can go beyond “Hello, [First Name]” emails and dive into real-time, context-aware interactions that feel genuinely personal.
Imagine a shopper receives a discount notification right when they’re researching a product online. That’s not just marketing; that’s relevance at scale. AI-driven hyper-personalization can analyze browsing behaviors, predict needs, and deliver solutions that feel intuitive, not intrusive.
For example, Nutella collaborated with Ogilvy Italia to produce 7 million unique jar labels with AI. The campaign sold out immediately, proving the power of personalized, AI-driven creativity.
Nutella / Ogilvy Italia
Personalization works when it feels natural, not engineered. Marketers must tread carefully—showing customers not just what is personalized but how it’s happening to maintain trust and transparency.
Let’s be honest: manual data crunching has always been a soul-sucking task for marketers. The great news? AI is finally advanced enough to take over much of the heavy lifting in analytics. Instead of spending hours deciphering spreadsheets, marketers can now focus on interpreting insights and crafting smarter strategies.
Buzz Radar recently wrote about how IBM Watson-powered insights reduced the need for large analyst teams while improving ROI reporting for social media campaigns, saving clients millions. While Bayer with their Predictive AI models built using Google Cloud ML improved their ability to forecast flu outbreaks, resulting in:
AI is redefining how we make decisions. Predictive AI can identify patterns we’d never see, simulate potential campaign outcomes, and guide strategy adjustments in real-time, which is more related to the autopilot era, but now we as marketers have an opportunity to prompt predictive analytics in many enterprise digital marketing tools. The days of relying on hindsight data are over; with AI, we’re looking forward.
Generative AI has ushered in a new era for content creation, making it possible to produce high-quality visuals and immersive experiences at lightning speed. According to our latest research, 42.2% of marketers have adopted generative AI for visual content, and 51.9% are likely to incorporate AI-generated avatars to enhance their brand’s presence across platforms like TikTok and Instagram. Tools like Symphony AI are becoming increasingly attractive for  74.3% of marketers, and Runway’s Gen-3 have become indispensable, enabling brands to produce videos, images, and even 3D assets in a fraction of the time traditional methods require. Just as you will see it later in the Authenticity section with the Volvo Ad. 
Marketers / Generative AI
Another great example is Coca-Cola’s AI-generated holiday campaign reimagined its iconic 1995 ad using generative AI. Despite technical limitations, the campaign resonated with consumers, achieving ratings comparable to the original and showcasing the emotional impact of nostalgia-driven content.

We recommend that you augment creativity, not replace it, with AI. Use AI to push creative boundaries while ensuring oversight to maintain alignment with brand values and emotional resonance. AI is a tool—not a replacement.
As AI continues to transform marketing strategies, a critical question arises: why are consumers still skeptical? The answer lies in a complex interplay of trust, authenticity, and control. While AI promises unparalleled personalization and efficiency, it also raises ethical concerns that brands cannot afford to ignore.
To understand this dynamic, consider a key insight from our recent survey: 34.1% of marketers  reported significant marketing outcome improvements from AI. Clearly, when used authentically, AI has transformative potential. But here’s the rub—47.6% of marketers are already leveraging AI to enhance targeting and engagement, yet skepticism among consumers remains high. 
Why? Because the benefits brands see often contrast sharply with the discomfort consumers feel. This disconnect signals an urgent need for marketers to recalibrate their strategies, ensuring that trust, authenticity, and automation harmonize seamlessly.
A groundbreaking Cicek Study revealed that 58% of consumers feel uneasy about businesses using AI in their interactions. The primary reasons? A perceived lack of empathy, transparency, and the fear of losing human connection. It’s clear that the future of AI in marketing doesn’t just hinge on its capabilities but also on how it makes people feel.
Hyper-personalization is like knowing exactly what your friend needs before they even ask. With tools like predictive analytics and real-time data, marketers can hit that sweet spot of timing and relevance. Picture this: an email offering the perfect solution arrives the moment a customer is searching for it. That’s not just good marketing—it’s connection at scale.
Despite its promise, AI still faces skepticism. Our recent study revealed that 36.7% of marketers are concerned about authenticity in AI-generated content, while 19% worry about consumer mistrust of AI in marketing. The lesson here is clear: AI must not erode trust—it must reinforce it.
marketers authenticity AI-generated content
Consumers are stuck in a paradox—they crave hyper-personalized experiences yet distrust the tools that make them possible. AI’s ability to anticipate needs feels intrusive when its methods are hidden. It’s this sense of mystery that often turns convenience into suspicion. Transparency is the bridge marketers must build to align consumer expectations with AI capabilities, ensuring that personalization feels empowering rather than invasive.
The challenge isn’t about using AI but using it responsibly. Be upfront about what you’re doing with people’s data and make it easy for them to opt-out (or in). Test your algorithms for fairness. Treat customer data like it’s your best friend’s secret—not something to sell to the highest bidder. When people see you’ve got their back, they’ll trust you to deliver those oh-so-relevant moments without feeling spied on. It’s not rocket science—just good marketing with a human touch
For example, 69.1% of marketers use AI for dynamic personalization, showcasing its potential to create tailored experiences that resonate. But personalization only works when it feels earned, not manufactured. AI’s success lies in its ability to augment human empathy, not replace it. This means inviting consumers into the process—showing them not just what is being personalized but how it is happening.
Marketers / AI dynamic personalization
Understanding why consumers hesitate is key to overcoming this barrier:
Consider Gemini AI, whose unsupervised application produced harmful responses, sparking widespread backlash. This incident underscored the need for robust safeguards and human oversight in AI systems. Without these, trust crumbles, and adoption stalls.
Gemini AI
The Gemini AI debacle wasn’t just a tech problem; it was a cautionary tale for anyone leveraging AI in marketing. Gemini’s unsupervised AI went rogue, producing harmful and offensive responses that quickly spiraled into a PR nightmare. For marketers, the lesson is painfully clear: unchecked AI can destroy the very trust we work so hard to build.
What does this mean for marketers? First, recognize that AI isn’t some magical fix-it-all tool; it’s as good—or as dangerous—as the systems and people managing it. Think about where you’re deploying AI: Are you using it to engage with customers? Create personalized content? Analyze data? Each of these areas requires a level of oversight that Gemini clearly missed.
What to watch for:
Actionable Insights for Marketers

Consumers are increasingly drawn to brands that demonstrate authenticity. AI must enhance—not replace—the emotional resonance of human storytelling. As we mentioned in the beginning, Volvo created one of the most viral ads this year, because they understood our fears, desires, and psychological factors overall and how to influence them.
On the other side Volvo’s Viral AI-Powered Ad (which is a different ad), combined cutting-edge technology with themes like Social Responsibility (growing greenery due to electric vehicle impact). The campaign resonated because it leveraged AI’s efficiency while preserving social depth. IT IS POSSIBLE TO BE AUTHENTIC AND USE AI!
Volvo AI-Powered Ad
2025 will be a pivotal year for AI in marketing, but its success hinges on brands’ ability to address consumer concerns head-on. Authenticity isn’t just a buzzword—it’s the foundation of trust in an AI-driven future. And if you are really smart, then you do like Dove, use AI to challenge AI, to be both socially responsible and drive on a trend.

AI is not the enemy of authenticity; it’s the enabler. The challenge for marketers is to wield this technology responsibly, creating connections that are both meaningful and memorable.
The retail landscape has reached a pivotal juncture, with traditional shopping models fading into the background and social commerce emerging as the dominant force in consumer engagement and sales. Platforms like TikTok are rewriting the rules of retail, blending entertainment and e-commerce into a seamless, closed-loop experience. For marketers and brands, the time to adapt isn’t tomorrow. The longer you wait, the harder it will be to gain momentum because brands and creators are already building knowledge and legacy on social commerce platforms. 
Before anything, Social Commerce is powerful because it adds an authentic layer which is more important than ever, as ads fatigue is on the rise. 

Then take the AI technologies that are turbocharging the social commerce revolution. From AI Avatars which we mentioned earlier, to personalized recommendations. AI is reshaping how consumers interact with brands online via nano and micro influencers we all more or less trust more than brands.
Forget the traditional sales funnel. TikTok’s infinite loop model has turned the path to purchase into an uninterrupted cycle of discovery, engagement, and conversion. Users don’t need to leave the app to move from inspiration to checkout. It’s a frictionless ecosystem where impulse buying thrives, perfectly described in a Retail Economics report as a “closed-loop checkout” revolution.
close-loop social commerce
Why does this matter? For marketers, TikTok and YouTube are more than just social platforms—they’re all-in-one shopping destinations. Our data shows that 43.3% of marketers have already reported enhanced product visibility by leveraging features like YouTube’s Shopping Collections, while 30% of marketers are actively using live streaming for direct sales.
YouTube eCommerce Features Marketers
Gary Vaynerchuk predicts that live social shopping will disrupt traditional retail, media, and even Amazon. He calls it the “only thing Amazon should worry about”, signaling TikTok’s unmatched ability to command attention and drive sales.

He also claims that influencers and brands are already making over $1 million per month through TikTok Live shopping, with categories like T-shirts, vitamins, and beauty products dominating the space.
Social commerce thrives on authenticity, and influencers are its cornerstone. Whether through live shopping events or user-generated content (UGC), influencers bring relatability and trust to the shopping experience. Yet, the challenge lies in striking a balance between authenticity and commercialization, ensuring that influencer-driven campaigns feel organic rather than scripted.
In a two-hour live shopping session, Gary Vaynerchuk sold $40,000 worth of T-shirts on Whatnot, illustrating the immense potential of live social shopping to convert attention into revenue. According to Gary, a similar effort using traditional social media ads would have generated $300,000 in sales, proving the scalability and profitability of this model.
Social platforms like TikTok take an 8% commission per transaction, plus a 3% processing fee—creating an ecosystem where both platforms and brands stand to gain.
Gen Z is increasingly using social platforms like TikTok as search engines, bypassing Google entirely. This shift underscores the growing importance of social search in product discovery, where engaging content doubles as a marketing tool.
37.7% of marketers found platforms like YouTube’s Shopping Collections effective for direct sales, underscoring the growing importance of social search as a marketing tool.
Brands must optimize their TikTok content for visibility in this emerging discovery-first landscape. Use strategic keywords and trending hashtags to increase discoverability, ensuring your products and campaigns show up exactly where Gen Z starts their journey. Actually, everything you used to do in SEO, do also for Social Search Optimization, just more authentically, otherwise you won’t survive. 
Actionable Insights for Marketers

Traditional retail can’t compete with the immediacy and engagement of social commerce. Platforms like TikTok aren’t just reshaping shopping experiences—they’re rewriting the rules entirely. For marketers, the message is clear: success in 2025 lies in adopting a social-first strategy that leverages AI, partnerships with influencers, and discovery-focused content.
The brands that win won’t just be present on social platforms—they’ll transform every interaction into an opportunity to connect and convert. The time to act is now. Are you ready to embrace the future of retail?
The reign of mega-influencers is giving way to micro- and nano-influencers—creators who embody the authenticity, trust, and relatability that today’s consumers demand. This shift is no longer just a trend; it’s a strategic pivot, with 43% of marketers increasing their use of micro- and nano-influencers as they recognize the unmatched potential for meaningful engagement.
Micro-Influencers Future Influencer Marketing
Historically, scalability has been the Achilles’ heel of influencer marketing. Managing 1,000 influencers is a logistical nightmare that most brands simply couldn’t handle without blowing up their budgets on administrative tasks. From vetting creators to negotiating contracts, executing campaigns, and analyzing performance, the process was highly manual, slow, and prone to errors.
Because of these limitations, brands defaulted to mega-influencers. It was easier to coordinate with one big-name creator than juggle a large number of smaller influencers. The result? Campaigns that often lacked authenticity and connection with niche communities, as mega-influencers catered to broad audiences that didn’t always align with specific brand goals.
The game is changing in 2025, thanks to AI and advanced technology platforms that make scaling influencer marketing efforts not only possible but efficient. These advancements are empowering brands to tap into the massive potential of micro- and nano-influencers without being bogged down by operational challenges.
Modern AI algorithms can sift through millions of influencer profiles across platforms like Instagram, TikTok, and YouTube, identifying the best matches for your campaign. These tools analyze metrics like engagement rates, audience demographics, content style, and even sentiment analysis, allowing brands to pinpoint influencers who align perfectly with their goals. Platforms like AspireIQ and Upfluence are leading this shift, enabling brands to build custom influencer lists in hours instead of weeks.
From outreach to performance tracking, AI-powered platforms now automate many time-consuming aspects of campaign management. For example, tools like Traackr and GRIN streamline the onboarding process, help manage deliverables, and ensure payments are processed accurately. This frees up marketing teams to focus on strategy and creative input rather than administrative tasks.
Previously, tracking ROI for hundreds or thousands of influencers was overwhelming. Today’s AI analytics tools provide real-time insights into campaign performance, breaking down data at an individual influencer level. Metrics like engagement rates, conversion rates, and audience growth are now easier to monitor, enabling brands to optimize campaigns on the fly.
Programmatic platforms now allow brands to purchase influencer campaigns similarly to how they buy digital ads. These platforms integrate seamlessly with ad networks and social platforms, offering real-time bidding, campaign optimization, and audience targeting.
Micro-influencers thrive because their audiences see them as peers, not polished celebrities. They foster intimate, community-based relationships, often sharing personal stories that resonate deeply with their followers. Unlike the glossy perfection of mega-influencers, micro-influencers embody authenticity, and that’s what audiences crave.
Dunkin’ Donuts “Sipping Is Believing” campaign leaned on micro- and nano-influencers in Philadelphia to promote their new espresso drinks. By showcasing relatable, localized content:
Smaller audiences mean closer connections. Micro-influencers engage in two-way conversations, actively responding to comments and messages, which fosters a sense of belonging. Their engagement rates consistently outpace those of mega-influencers.
A niche account documenting the journey of a diabetic cat exemplifies this trend. By authentically engaging with a small but loyal community, Lucy the Diabetic Cat has driven brand collaborations that feel organic and deeply connected.

 

Micro-influencers offer a budget-friendly alternative with a higher ROI. Instead of splurging on mega-influencers, brands can collaborate with several micro-influencers and achieve greater impact through cumulative engagement.
Glossier’s reliance on micro-influencers over traditional ads helped them establish a cult-like following. By leveraging user-generated content (UGC) and engaging smaller influencers, they achieved exponential growth, proving that authenticity trumps expensive reach.
Micro-influencers often cater to specific interests or industries, allowing brands to connect with hyper-targeted audiences. This precision makes campaigns not only more relevant but also more effective.
When launching Fenty Beauty, Rihanna prioritized micro-influencers from diverse communities to reflect the brand’s message of inclusivity. The campaign didn’t just sell products; it built a movement, with the brand surpassing $600 million in its first year
Actionable Insights for Marketers

The rise of micro- and nano-influencers marks a seismic shift in the marketing landscape. As influencer fatigue grows—52.1% of marketers report diminished returns from mega-influencers—brands are turning to smaller creators who authentically embody their values.
influencers fatigue consumer trust
With 69.2% of marketers prioritizing alignment with brand values, the future of influencer marketing lies in campaigns that focus on trust, relatability, and storytelling.
Micro-influencers aren’t just a cost-saving measure—they’re the key to unlocking deeper engagement and loyalty in a market that demands authenticity like never before. If you’re not leveraging their power, you’re missing one of the most impactful opportunities of 2025.
The era of performative marketing is coming to an end. Consumers are demanding more from brands, holding them accountable for their claims and actions. In 2025, the defining question will be: does your brand truly stand for ethics, or is it merely posturing? From avoiding greenwashing to embracing diversity and protecting data privacy, the stakes for brands have never been higher. The shift toward authenticity, transparency, and purpose-driven strategies is no longer optional—it’s essential.
Take for example greenwashing—when brands exaggerate or falsify eco-friendly claims. It remains one of the fastest ways to alienate consumers. The infamous example of Delta Airlines (2023) illustrates this perfectly. Delta touted itself as “the world’s first carbon-neutral airline,” a claim heavily reliant on carbon offsets while still burning jet fuel. This backfired when lawsuits accused the company of misleading advertising, resulting in reputational damage and highlighting the need for stricter regulation in environmental claims.
Delta has long claimed to be “the world’s first carbon-neutral airline,” but one of its passengers says the claim is nothing but a greenwashing sham. https://t.co/543adzZMIJ pic.twitter.com/T6RBUcWJEF
— CBS News (@CBSNews) June 1, 2023

It’s crucial nowadays to prioritize genuine sustainability. Consumers can see through superficial claims. Instead, back up statements with measurable actions, certifications, and consistent transparency.
Challenges Digital Marketing
Just check some of these stats:
Despite telling customers not to buy, Patagonia’s sales skyrocketed.
Patagonia’s revenue increased by 30% year-over-year, and the ad generated $10 million in sales.
Patagonia’s honesty resonated with its core audience. pic.twitter.com/3JB7wzmfHv
— Jeremy Kuo (@jeremykuoo) November 21, 2024

Steps every brand should take now:
Ben & Jerry’s brought their commitment to activism to life with their “Justice ReMix’d” flavor, a partnership with the Advancement Project. This limited-edition flavor wasn’t just a clever name—it was part of a larger campaign to highlight the urgent need for criminal justice reform. By using their product as a platform for advocacy, they turned every scoop into a conversation starter, reinforcing their values and inviting customers to join their mission for change.

 

Ethics isn’t just a “nice-to-have” anymore—it’s the foundation for sustained brand success. By prioritizing genuine sustainability, safeguarding consumer trust, and fostering inclusivity, brands can navigate the challenges of 2025 while strengthening their consumer relationships.
Influencers Brand Values
As 39.7% of marketers highlight privacy and data security as their top challenges, and more than 69.2% of marketers prioritize alignment with brand values, one thing is clear: the brands that will thrive are those that embrace ethics, not those that merely sell out.
The time to act is now. Will your brand lead the charge for a better, more ethical future?
Digital marketing is at a crossroads. The SEO strategies that once dominated the field are undergoing dramatic shifts, driven by zero-click searches, voice search, and the growing move toward a cookieless world. For marketers, this means rethinking how to capture attention and maintain engagement in an ecosystem where traditional clicks and cookies are becoming relics of the past.
The rise of zero-click searches is reshaping user behavior on search engines like Google. According to a SparkToro study, 58.5% of US Google searches and 59.7% of EU searches end without a click, highlighting a monumental shift in how users interact with search engines.
Zero-Click Search
Nearly 30% of clicks in the US go to Google-owned properties like YouTube, Maps, etc creating challenges for marketers aiming to drive traffic to external sites. Only 1% of all searches result in paid clicks, emphasizing the need for organic visibility on SERPs. As we mentioned earlier Rand Fishkin, has often via his company emphasized the need of building authority as a go-to-brand directly instead of via Google.
Google
Rand Fishkin is almost never optimizing for clicks, but rather extremely good video content and LinkedIn posts, that allow him to build authority by educating instead of selling, in order to get followers to use his company SparkToro for everything SEO related. 
As we mentioned in the SEO section Google is rolling out many changes including AI Overviews. In May 2024, Google launched AI Overviews, appearing on 12.7% of queries. While initially promising, adoption rates fell below 15%, indicating that users remain wary of AI-generated summaries. However, their presence underscores the need for marketers to create content that thrives within Google’s ecosystem. We believe that this will lead to much less Top of Funnel traffic getting lost, and marketers have to leverage channels in different ways such as making videos on top of funnel content that will create brands not just gain clicks. 
The future of cookies is anything but simple. While Safari and Firefox have already kicked third-party cookies to the curb, Google recently hit the brakes on its plan to follow suit. Originally set to phase out cookies in Chrome by 2024, the company has now decided to keep them—at least for now—while it refines its Privacy Sandbox initiative. This decision reflects a delicate balancing act between privacy concerns, advertiser demands, and pressure from regulators like the UK’s Competition and Markets Authority.
But here’s the twist: users are about to take the reins. Chrome’s new features will give people the power to decide whether to allow cookies, shifting control directly into their hands. For brands, this isn’t just a challenge—it’s an opportunity. The more transparent you are about how you handle data and what consumers get in return, the more likely they’ll trust you enough to opt in. 
At the same time, the shift away from third-party cookies underscores the growing importance of first-party data. Brands that focus on building direct relationships with their audiences—through loyalty programs, email lists, and interactive experiences—will not only future-proof their strategies but also gain richer, more reliable insights.
It’s a chance to ditch the creepy, covert tracking and embrace a straightforward, trust-based approach. If you can show your audience that data-sharing equals real value—think personalized offers, smoother experiences, and better recommendations—you’ll be building relationships that outlast any cookie.
Actionable Insights for Marketers

To navigate these shifts, marketers must adapt their strategies to both zero-click trends and the cookieless future.
Optimize for Zero-Click SEO:
Gone are the days when marketing success depended on mastering a single channel. In 2025, thriving brands won’t just have a presence on multiple platforms—they’ll deliver seamless, unified experiences across every touchpoint. Cross-channel strategies have evolved from being “nice-to-have” to “non-negotiable,” becoming the foundation of impactful marketing.
Omnichannel marketing is not just about showing up everywhere—it’s about delivering consistency, personalization, and connections across every platform and interaction. Unlike multichannel marketing, which often operates in silos, omnichannel marketing creates a cohesive narrative, ensuring that the customer experience flows smoothly across digital and physical touchpoints.
For example, Disney’s omnichannel strategy integrates its website, theme parks, and apps into a unified ecosystem. Visitors can plan trips, track reservations, and even unlock hotel rooms with a single MagicBand. This seamless integration across touchpoints sets the gold standard for what modern consumers expect.
integration multi-channel marketing
With 38.5% of marketers striving for moderate integration in multi-channel efforts and 34.6% already achieving seamless experiences, the momentum is clear: the future belongs to those who can master cross-channel marketing.
While multichannel marketing spreads a brand’s presence across platforms, it often lacks integration. This fragmented approach can lead to inconsistent messaging and disconnected experiences, leaving consumers frustrated. In contrast, omnichannel marketing prioritizes the individual customer journey, tailoring each interaction based on past behaviors and preferences.
Starbucks has redefined the customer experience with its Rewards App. Customers can reload their balance, order ahead, and earn rewards seamlessly across in-app, in-store, and online experiences. This real-time integration not only boosts convenience but also fosters loyalty, resulting in higher customer retention rates.
The global market for MMHs is projected to grow at a CAGR of 17.7% through 2034. These platforms enable brands to unify their messaging across email, social media, mobile, and traditional platforms, ensuring consistency and scalability.
These platforms centralize messaging, data, and analytics, making it easier for brands to ensure consistency and scalability across email, social media, mobile, and traditional platforms. Leverage AI-powered MMHs to predict customer behavior, optimize touchpoints, and maximize ROI. For example, a retailer could use predictive analytics to trigger personalized SMS offers based on in-app browsing behavior.
Maintaining cohesive messaging across diverse touchpoints is a top challenge, with 41.6% of marketers identifying it as their biggest hurdle.
Take the M&M’s Super Bowl LV Campaign
It combined TV ads, social media teasers, and hashtags to drive engagement which maximized reach and maintained momentum through a mix of traditional and digital channels leading to a max-impact campaign. 
Actionable Insights for Marketers

Here’s how marketers can future-proof their strategies and thrive in the evolving cross-channel landscape of 2025:
Cross-channel marketing is more than just being everywhere—it’s about creating cohesive, meaningful experiences that resonate with consumers. As multi-channel strategies evolve into omnichannel and cross-channel efforts, the brands that succeed will be those that adapt their messaging, invest in AI, and collaborate with authentic creators to create unforgettable journeys.
2025 isn’t just another year. It’s a turning point—a moment when marketers are called to redefine their craft. The rules we’ve lived by are crumbling. AI isn’t here to make us obsolete; it’s here to make us limitless, liberating us to connect, create, and inspire at levels we’ve only dreamed of.
But let’s be honest: marketing today feels mechanical, transactional. It’s time we moved beyond campaigns designed to chase metrics and embraced strategies designed to create movements. Movements that speak to the hearts and minds of real people, with stories that aren’t just data-driven but deeply human.
The problem with marketing today? It’s too safe. Too predictable. And in 2025, safe is a risk you can’t afford. This is the year to stop doing what everyone else is doing. The year to stop obsessing over average results from average strategies and start creating work that stands out.
Let’s be bold:
Instead, start chasing the extraordinary.
Gen Z, especially, won’t tolerate mediocrity. They’re hyper-aware, authenticity-obsessed, and deeply engaged with brands that challenge norms and lead with purpose. If you don’t resonate with their values, their attention will vanish faster than you can say, “Our metrics look good this quarter.”
The younger generations—particularly Gen Z—are rewriting the rulebook for how brands earn loyalty. They don’t care about your carefully crafted PR message; they care about how you show up when it matters. They’re not impressed by ads—they’re impressed by actions.
Want to win their trust in 2025? Then show them you’re more than another voice in the noise:
And most importantly, don’t try to blend in—dare to stand out.
Here’s the harsh truth: the tools to succeed have never been more accessible. AI, data, platforms—it’s all there. The real challenge isn’t the tools; it’s the vision.
2025 will separate those who keep doing what’s easy from those who do what’s essential. The leaders will be the ones who refuse to settle for the status quo, who dare to push boundaries, and who refuse to compromise on creativity, connection, and authenticity.
This isn’t just another year of digital marketing. It’s the beginning of a new era. The question is: will you rise to the challenge?
The world doesn’t need more content—it needs better stories. It doesn’t need more marketers playing it safe—it needs more marketers who dare to take risks.
So let’s stop chasing trends and start leading them. Let’s stop creating content that fills space and start creating content that fills hearts. And let’s stop being average, because in 2025, average will be invisible.
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AI & SEO-Driven Content Marketing: How To Calculate True ROI for B2B Companies in 2025 – Search Engine Journal

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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
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How do you calculate the true cost of SEO content production?
Are you overspending or underspending on SEO compared to performance?
Can you connect SEO-driven awareness to pipeline and revenue?
How do you make SEO efforts more visible to your C-suite?
If you aren’t sure, that’s okay.
You may simply lack the tools to measure the actual impact of SEO on revenue.
So, let’s dive in and:
Yes, you can connect SEO to revenue.
SEO plays a large role in future conversions.
In fact, SEO helps prospects discover your brand, tool, or company.
SEO also helps provide easy-to-discover content with informational intent, which helps to nurture a prospective lead into a sale.
Your prospect’s journey:
The fact that informative content is found on SERPs is due to SEO.
But how is this tracked? How do you know which non-conversion pages are:
Luckily, your C-suite likely recognizes the need for SEO content.
They are prepared to invest in a strategy incorporating AI search.
However, you need tools that validate the investment and clearly showcase it for your higher-ups.
Gartner predicts that traditional search engine volume will drop 25% by 2026 and flow directly to AI chatbots and agents.
As AI continues to accelerate the evolution of SEO, it’s critical to ensure that high-performing pages:
That’s why you need to understand why certain content is picked up by AI tools and the cost of generating the content to calculate the true ROI of your SEO.
With the shift in consumer search behavior, your first step is to create, optimize, and measure the ROI of content sourced by leading AI tools.
That means appearing in AI Overviews and AI Answers that contain list-based content and product comparisons.
That’s the first step to determining whether your content or your competitor’s stands out.
Give these prompts a try:
The next step is optimizing existing content and adjusting your strategy so that you write copy that gives AI the answers it’s looking for.
With that said, following traditional SEO strategies and best practices championed by Google should help.
Just like traditional search, AI tools also favor:
These factors give your content more authority in your industry, just like the content outside your website that Google and LLMs look for to find answers from, such as videos on YouTube, reviews on G2, and conversations on Reddit forums.
Publishing enough quality content for all those channels to optimize for AI and be visible in traditional search is no small task. It requires substantial human resources, SEO tools, and time.
SEO is a long game, especially in B2B, where the path from first click to purchase can span weeks or months and involve multiple touchpoints.
And now, with AI influencing how content is discovered, the cost of doing SEO well has increased.
To accurately assess the cost of SEO-driven content in 2025, you need to go beyond production budgets and organic traffic. Here’s how:
Start by identifying all the resources that go into content creation and maintenance:
Track the performance of each piece of content using more than just rankings:
Content doesn’t just convert, it nurtures. Tie content assets to specific stages:
Even if content isn’t the final touchpoint, it plays a role. Traditional tools miss this.
No single metric will tell the full story. Instead:
Without full-funnel attribution, even the most engaged content may look like a cost center instead of a revenue driver.
That’s why accurate measurement, aligned with total investment and the full buyer journey, is critical to understanding the real ROI of your SEO content in 2025.
However, we know that:
This is where the calculation gets difficult.
Now that we’re here, you’re beginning to understand how tricky it is to tie ROI to AI Overview responses that nurture your prospects.
How do you accurately determine the cost?
Some people are creating their own attribution models to calculate ROI.
Most people are using tools that are built specifically for this new calculation.
The only way to accurately calculate cost in B2B SEO is to capture the engagement with content throughout the buyer journey, which conventional attribution models don’t credit.
Another substantial blind spot in SEO measurement occurs when companies focus exclusively on pre-acquisition activities, meaning everything that happens before a lead is added to your CRM.
Consider the typical journey enterprise clients take in an account-based marketing approach:
Can your marketing team track how each channel (direct, paid search, and organic) influenced the deal throughout the sales process?
Multitouch attribution tools allow marketers to finally link SEO content to tangible business outcomes by tracking what SEO-driven content leads interacted with before a sale.
After years of wrestling with these challenges, we built Heeet to fill the void: an end-to-end attribution solution that connects SEO efforts and interactions generated from content marketing to revenue by highlighting their impact throughout the sales cycle within Salesforce.
Our proprietary cookieless tracking solution collects more data, ensuring your decisions are based on complete, unbiased insights rather than partial or skewed information.
Traditional SEO measurement often relies on first-click or last-click attribution, which fails to capture SEO’s entire influence on revenue. Heeet places SEO on a level playing field by providing full-funnel attribution that tracks SEO’s impact at every customer journey stage.
We help marketers determine whether SEO-driven content is the first touchpoint, one of the many intermediary interactions along the lengthy B2B sales cycle, or the final conversion leading to a sale to pinpoint SEO’s cumulative influence on your pipeline.
Heeet actively tracks every touchpoint, ensuring that the actual impact of SEO is neither underestimated nor misrepresented.
Rather than neglecting SEO’s role when a prospect converts through another channel, Heeet delivers a complete view of how different personas in the buying committee interact with each piece of content and where they’re converting. This empowers businesses to make informed, data-driven SEO strategies and investment decisions.
Measuring ROI is non-negotiable and hinges on precise revenue tracking and a thorough understanding of costs. Heeet streamlines this process by directly integrating SEO costs into Salesforce, covering all production expenses such as software, human resources, design, and other strategic investments.
Businesses can accurately evaluate SEO profitability by linking these costs to SEO-driven revenue. Heeet delivers a straightforward, unified view of previously fragmented data within Salesforce, empowering marketing and finance teams to confidently assess SEO ROI with a single tool.
SEO is more than ranking on Google; it’s about driving impactful engagement with quality content referenced in the multiple search tools buyers use. Heeet tracks which content prospects engage with and ties it directly to revenue outcomes, providing marketing and sales teams with critical insights that propel them forward. With our Google Search Console integration, we’re helping marketers draw more data into Salesforce to get the unified view of their content’s performance in a single place and connect search intents with business outcomes (leads, converted leads, revenue,…). This enables marketers to align ranking position with search intent and revenue, enhancing content strategy and tracking performance over time.
For B2B marketers pairing their SEO content with a paid strategy, our latest Google Ads update allows users to see the exact search query that prospects typed before clicking on a search result. This allows SEO experts and copywriters to gain the intel they need to reduce their cost per lead by creating content they know their audience is searching for.
Ready to enhance your marketing ROI tracking and connect every marketing activity to revenue?
From SEO to events, paid ads, social organic, AI referrals, webinars, and social ads, Heeet helps you uncover the real performance of your marketing efforts and turn revenue data into actionable insights.
Image Credits
Featured Image: Image by Shutterstock. Used with permission.
In-Post Image: Images by Heeet. Used with permission.
Romain Blanc is a Salesforce ecosystem expert and data specialist with 20+ years of experience. He has helped global brands …
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Free Keyword Rank Checker: Improve Your Rankings (2025) – Exploding Topics

Free Keyword Rank Checker: Improve Your Rankings (2025)  Exploding Topics
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7 video optimization tips to boost your organic reach in 2025 – Search Engine Land

7 video optimization tips to boost your organic reach in 2025  Search Engine Land
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Search slips, Discover delivers: Publishers navigate latest Google update – Digiday

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No apocalypse yet: Google’s March core update has brought manageable search traffic dips for some publishers, with AI Overviews dragging and Discover picking up some slack.
Google’s rollout of its generative AI search experience, AI Mode, in a new tab last week has stoked referral concerns, but for now, search traffic remains relatively stable, according to four publishing execs.
Referral traffic data from over 4,000 global sites shows Google Search and Discover traffic hasn’t changed that much this year, according to Chartbeat media researcher Cynthia Vu. There was a 9% decrease in Google Search pageviews from January 2025 to April 2025, and about a 6% increase in Google Discover traffic during that same period, according to Chartbeat’s analysis, which showed pageviews were flat from March to April 2025. 
Publishing execs told Digiday they haven’t seen a notable fluctuation in their Google referral traffic overall since Google’s core update in March, either. “It’s been fairly neutral across the board,” said Tom Critchlow, evp of audience growth at Raptive, which sells ads for about 6,000 independent sites.
“In the past, we’ve seen more meaningful impact [from Google core updates]” said an exec at a travel publisher, who requested anonymity.
They cited past Google updates such as a helpful content update in September 2023 — which was aimed at rewarding high-quality content in search results and demoting low-quality pages — and the product reviews update in February 2023 — which changed some of the rules around which reviews were promoted in search results pages. Both hurt some publishers’ sites visibility in search rankings and referral traffic.
The update this March “wasn’t anything too earth-shattering,” the travel publisher exec said.
Another publishing exec, who traded anonymity for candor, said they are more disappointed that Reddit continues to push down their sites’ search rankings, a growing and frustrating trend since Google started increasing the visibility of forum sites like Reddit in search results last year. “It hasn’t plateaued yet. Reddit is continuing to take more and more real estate [in the search engine results page],” they said.
Michael Hadgis, CRO at multicultural digital publisher Blavity, said search referrals have grown over the last two years despite Google’s core updates and integration of AI search features that have hurt Google click-through rates for some publishers. While Hadgis declined to say how much search referrals to Blavity’s sites had increased, he attributed this growth to Blavity’s work to update its content library and abide by Google’s guidelines on content quality, among other tactics.
But it’s not good news for everyone. One exec at a news and entertainment network of sites said that organic search referral traffic from Google to their network of sites is down 13% year over year. However, how much of that can be attributed to the core update is unclear. The exec, who requested anonymity, believed that the average position of its company’s webpages on Google are down due to AI Overviews. Yet an uptick in Discover referral traffic has meant overall Google referrals were up 1% month-over-month between March and April and 6% year-over-year for the publisher, they said.
With AI Overviews and AI Mode threatening to carve deeper into Search traffic, Discover offers a faint but welcome flicker of hope. An uptick in pageviews from Google Discover to publishers’ sites is helping to offset some of the declines in click-throughs from search they have seen since the rollout of AI Overviews, execs said. 
For many publishers, Discover and Google Search drive a similar share of overall referral traffic, despite Discover being mobile-only until recently. Launched in 2018, Discover is a curated feed shown when users open a new tab in Chrome on mobile. Google started rolling out Discover on desktop to Australia and New Zealand last week. It has yet to appear in the U.S.
Perhaps it’s no coincidence that publishers are seeing more Discover traffic while Search referrals shrink. A head of SEO at a lifestyle publisher believed that Google would likely “dial up” Discover traffic as it rolled out AI Mode so that traffic to publishers’ sites wouldn’t be as “negatively impacted.”
After all, Google faces a balancing act: staying competitive in AI while protecting the integrity of Search, its most profitable engine — which means it can’t afford to alienate publishers entirely.
“Google is compensating the loss of traffic in search by providing more Discover traffic and opening the Discover feeds to more and more users,” noted John Shehata, founder of SEO data platforms NewzDash and GDdash, and a former head of audience development strategy at Condé Nast.
Google Discover doesn’t show AI Overviews. Click-through rates in Discover were four times higher than Google Search rates in the first quarter of 2025, according to an analysis by Shehata. His data showed an 8% CTR in Google Discover, compared to 2% or less CTR in Search, he said.
“With less impressions, you get more clicks because the CTR is much higher,” Shehata said.
But Discover traffic remains unpredictable and volatile for publishers, according to the execs interviewed for this story. 
“A spoonful of sugar helps the bag of shit go down,” said a news publishing exec, who asked to speak anonymously. “Google Discover can lead to big clicks but… [those readers] are not paying to become subscribers… Discover has never been a long-term strategic thing [for us].” 
It’s also still too early to tell if the uptick in Discover traffic is sustainable or meaningful. “Desktop Discover is still too new to show measurable shifts, but we continue to monitor,” said Hadgis.
The CMA proposed to designate Google as a “strategic market status” under the new Digital Markets Competition Regime.
News outlets losing influence to creators are grappling with meeting audiences on platforms that don’t send traffic to their sites.
LGBTQ+-focused publishers faced a tougher-than-usual Pride month this June, as ad dollars failed to materialize.
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Google Marketing Live 2025: News and Updates – Google Blog

Advertising has experienced many big shifts, and this moment is no different. One thing is clear: The future of advertising fueled by AI isn’t coming — it’s already here.

The role of advertising for businesses and the internet is as critical as ever. People come to Google to find answers to their questions, discover new things and find inspiration. Digital ads help connect people to businesses of all sizes along these journeys and enable publishers and creators to offer content for free.

To help marketers and businesses make the most of this moment, we’re reimagining the future of ads and shopping: Ads that don’t interrupt, but help customers discover a product or service. Content that features the perfect creative, appearing at just the right moment — even those moments that were hard to predict. Ads that remove the guesswork and drive measurable impact. And of course, ads that genuinely inspire.

Today at Google Marketing Live, we showed exactly how we’re building these kinds of next-gen AI-powered solutions for Search and YouTube — where discovery starts and decisions are made. Here’s a closer look at what’s coming and how we’re turning AI into action for our customers.

Capture even more opportunities in Search: We see over 5 trillion searches a year on Google and AI has opened new ways to explore with tools like Lens, AI Overviews and AI Mode, helping people discover information and act faster. Google Search is bringing generative AI to more people than any other product in the world. It’s going beyond information to intelligence. And as people search, ads help them take the next step. Today, we’re expanding ads in AI Overviews to desktop, and bringing ads to AI Mode to create new opportunities for our customers.

Turn creative visions into reality: Beautiful content is essential to spark inspiration, but often hard and time consuming to make. In the last two months, we’ve made incredible strides improving the quality of our creative tools powered by our leading video and image generation models, Veo and Imagen. Today, we announced these cutting-edge features will soon be available within Google Ads and Merchant Center so that marketers can easily build campaigns and watch their creative vision come instantly to life.

Find untapped potential with Google AI: The way consumers discover information and make decisions has changed — it’s no longer straightforward. To help marketers predict what is often unpredictable, we introduced AI Max for Search campaigns. Building on that, today we’re launching our biggest update to bidding in over a decade: Smart Bidding Exploration. It pursues less obvious and potentially high-performing searches, giving advertisers the chance to appear in more of the moments where people are researching and discovering information on Search.

Work smarter with new agentic capabilities: These are exciting changes, but we also know that adopting the right AI tools can feel daunting, particularly to smaller businesses. To help with these transitions, we are unveiling new agentic capabilities, which give marketers the power of their very own Google AI so they can adapt and succeed with less effort.

As always, we’ll partner with our customers as we roll out these products so they can take part in every opportunity across Search and YouTube. As we move AI in advertising from potential into practical, actionable solutions, we’re here to help marketers and businesses succeed. Read more below.

Advertising has experienced many big shifts, and this moment is no different. One thing is clear: The future of advertising fueled by AI isn’t coming — it’s already here.
The role of advertising for businesses and the internet is as critical as ever. People come to Google to find answers to their questions, discover new things and find inspiration. Digital ads help connect people to businesses of all sizes along these journeys and enable publishers and creators to offer content for free.
To help marketers and businesses make the most of this moment, we’re reimagining the future of ads and shopping: Ads that don’t interrupt, but help customers discover a product or service. Content that features the perfect creative, appearing at just the right moment — even those moments that were hard to predict. Ads that remove the guesswork and drive measurable impact. And of course, ads that genuinely inspire.
Today at Google Marketing Live, we showed exactly how we’re building these kinds of next-gen AI-powered solutions for Search and YouTube — where discovery starts and decisions are made. Here’s a closer look at what’s coming and how we’re turning AI into action for our customers.
Capture even more opportunities in Search: We see over 5 trillion searches a year on Google and AI has opened new ways to explore with tools like Lens, AI Overviews and AI Mode, helping people discover information and act faster. Google Search is bringing generative AI to more people than any other product in the world. It’s going beyond information to intelligence. And as people search, ads help them take the next step. Today, we’re expanding ads in AI Overviews to desktop, and bringing ads to AI Mode to create new opportunities for our customers.
Turn creative visions into reality: Beautiful content is essential to spark inspiration, but often hard and time consuming to make. In the last two months, we’ve made incredible strides improving the quality of our creative tools powered by our leading video and image generation models, Veo and Imagen. Today, we announced these cutting-edge features will soon be available within Google Ads and Merchant Center so that marketers can easily build campaigns and watch their creative vision come instantly to life.
Find untapped potential with Google AI: The way consumers discover information and make decisions has changed — it’s no longer straightforward. To help marketers predict what is often unpredictable, we introduced AI Max for Search campaigns. Building on that, today we’re launching our biggest update to bidding in over a decade: Smart Bidding Exploration. It pursues less obvious and potentially high-performing searches, giving advertisers the chance to appear in more of the moments where people are researching and discovering information on Search.
Work smarter with new agentic capabilities: These are exciting changes, but we also know that adopting the right AI tools can feel daunting, particularly to smaller businesses. To help with these transitions, we are unveiling new agentic capabilities, which give marketers the power of their very own Google AI so they can adapt and succeed with less effort.
As always, we’ll partner with our customers as we roll out these products so they can take part in every opportunity across Search and YouTube. As we move AI in advertising from potential into practical, actionable solutions, we’re here to help marketers and businesses succeed. Read more below.
Vidhya Srinivasan
More opportunities for your business on Google Search
AI in Search is unlocking new ways for people to ask whatever’s on their mind; and new brand opportunities in AI Overviews and AI Mode.
4 new ways Google AI powers creativity
Discover how Google's AI tools can help businesses reach customers and grow with compelling visual content — at scale.
Drive peak campaign performance with new agentic capabilities
We’re launching agentic capabilities for marketers to drive greater performance, reduce workloads and build best-in-class campaigns.
Get more from your ads with the latest AI measurement tools.
See our latest updates to help advertisers strengthen their modern measurement toolkit and first-party data strategies.
Expand your universe of conversions with Smart Bidding Exploration.
Learn more about the new AI-powered Smart Bidding Exploration — our biggest update to bidding in over a decade.
Unlock next-level performance with AI Max for Search campaigns
Introducing AI Max for Search campaigns, bringing the latest and best of Google AI to help you boost performance.
Four new ways we’re helping marketers improve data strategies and app
Now you can strengthen your App campaign measurement and boost performance with a streamlined data setup.
Channel performance and more reporting coming to Performance Max
An overview of the latest reporting features, including channel performance reporting, coming to Performance Max.
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PERQ Launches Next Generation, AI-Powered Websites to Help Multifamily Marketers and Owners Achieve Financial Goals with Lower Marketing Costs – Business Wire

PERQ Launches Next Generation, AI-Powered Websites to Help Multifamily Marketers and Owners Achieve Financial Goals with Lower Marketing Costs
Introducing PERQ Websites
INDIANAPOLIS–(BUSINESS WIRE)–PERQ, the leading multifamily digital marketing platform software, today announced the launch of its new website solution, PERQ Websites. The AI-powered websites are built on PERQ’s next-generation content management system (CMS) that allows for accelerated site deployment, self-help drag and drop updates (no developer needed), and native integration support for common technology tools. PERQ’s websites use proprietary interactive calls to action and are integrated with the PERQ Digital Marketing Platform to optimize lead conversion and help multifamily marketers maximize their lead generation while also reducing their marketing spend.
PERQ Launches Next Generation, AI-Powered Websites to Help Multifamily Marketers and Owners Achieve Financial Goals with Lower Marketing Costs
In today’s competitive multifamily market, properties need to achieve their occupancy goals with the least amount of marketing spend. This puts pressure on multifamily marketers to be more efficient and effective with their marketing mix. PERQ Websites help with their AI tools that step website visitors through their renter’s journey, giving them personalized website experiences that convert leads better than a traditional website. Increasing free and low-cost leads from the website help to reduce the dependency on expensive lead sources, consolidates vendors, and gives marketers more control over their marketing mix and their advertising budget.
“We are excited to launch PERQ Websites to the industry and help multifamily take back control of their marketing,” said Scott Hill, CEO at PERQ. “With PERQ, multifamily marketers have modern tools in their hands to attract and convert high quality rental leads. No longer will they need to rely on expensive agencies. Instead, they can turn the dials on their website, lead nurture, media tactics and spend themselves as they learn about their portfolio’s performance through PERQ reporting.”
PERQ Websites are unique from other website providers in that they are powered by AI, which helps personalize the apartment shopping experience for each prospect and guides them towards the most suitable next step. The visitor experience is more engaging and informative, and this results in more leads and higher occupancy that is sourced from the website. The move is a step toward the more modern and interactive websites used by other industries and proven successful with consumers.
Harbor Group Management Company is an early adopter and uses PERQ websites for their approximately 260 multifamily property websites, as well as their corporate page. Jenn Williams, VP of Marketing for Harbor Group Management Company, said, “Offering renters a best-in-class website experience sets our communities apart. I love how the sites integrate with PERQ’s marketing tools, giving me greater visibility and control over our marketing efforts.”
With this launch, PERQ is setting a new standard for multifamily websites by delivering a flexible, performance-driven solution that empowers marketers to take control of their strategy and results.
PERQ Websites are available now. For more information, please visit www.perq.com.
About PERQ
PERQ is an AI-powered digital marketing platform built to help property management companies (PMCs) generate more qualified leads at a lower cost. By combining data-driven paid and organic media strategies with technology—including AI-powered websites, conversational AI, nurture automation, landing pages, and Google Business Profile automation—PERQ captures and converts high-intent leads from low and no-cost sources.
With transparent reporting across the entire marketing funnel, PMCs can improve performance, refine strategy, and track conversion and cost metrics from lead to lease. Over 150 PMCs trust PERQ to boost lead quality, reduce marketing costs, and drive better results—without adding work for onsite teams.

Amber Fugedi
Director of Marketing
PERQ, LLC
afugedi@perq.com
Amber Fugedi
Director of Marketing
PERQ, LLC
afugedi@perq.com
Amber Fugedi
Director of Marketing
PERQ, LLC
afugedi@perq.com
© 2025 Business Wire, Inc.

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9 Trends You Should Watch To Keep Your Website Afloat in 2025 – Search Engine Journal

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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
Prepare your website for 2025 with tips on optimizing performance, security, and user experience. Stay ahead in the digital landscape.
This post was sponsored by Bluehost. The opinions expressed in this article are the sponsor’s own.
Is my website ready for 2025’s tech and SEO changes?
How can I keep my site fast, secure, and user-friendly?
What makes a hosting provider future-proof?
In 2025, the extent to which you adapt to emerging technologies, changing user expectations, and evolving search engine algorithms will determine if you’ll thrive or struggle to stay relevant.
Staying ahead of emerging trends is essential for maintaining a fast, secure, and user-friendly website.
Optimizing performance, strengthening security measures, and enhancing user experience will be key factors in staying competitive.
The first step to ensuring your website remains resilient and future-ready is choosing a reliable hosting provider with scalable infrastructure and built-in optimization tools.
Artificial intelligence has transformed how websites interact with visitors, making online experiences more personalized, engaging, and efficient.
AI-driven personalization allows websites to deliver tailored content and product recommendations based on user behavior, preferences, and past interactions to create an intuitive experience.
The result? Visitors remain engaged, increasing conversions.
Chatbots and AI-powered customer support are also becoming essential for websites looking to provide instant, 24/7 assistance.
These tools answer common questions, guide users through a website, and even process transactions, reducing the need for human intervention while improving response times.
And they’re gaining in popularity.
71% of businesses in a recent survey either already have a chatbot integrated into their sites and customer service processes or plan to get one in the near future.
And they’re reaping the benefits of this technology; 24% of businesses with a chatbot already installed report excellent ROI.
AI is also revolutionizing content creation and website design.
Based on user data, automated tools can generate blog posts, optimize layouts, and suggest design improvements.
This streamlines website management, making it easier for you to maintain a professional and visually appealing online presence.
For example, many hosting providers now include AI-powered website builders, offering tools that assist with design and customization. These features, such as responsive templates and automated suggestions, can make building and optimizing a website more efficient.
Voice search is becoming a major factor in how users interact with the web, with more people relying on smart speakers, mobile assistants, and voice-activated search to find information.
To put this into perspective, ChatGPT from OpenAI reportedly holds 60% of the generative AI market, performing more than one billion searches daily. If just 1% of those are via its voice search, that equates to 10 million voice searches every day on ChatGPT alone.
Reports estimate 20.5% of people globally use voice search daily. And these numbers are increasing.
You need to adapt by optimizing for conversational SEO and natural language queries, which tend to be longer and more specific, making long-tail keywords and question-based content more important than ever.
To stay ahead, websites should structure content in a way that mimics natural conversation:
If this is an upgrade that makes sense for your industry, be sure that your host supports SEO-friendly themes and plugins that help websites rank for voice queries.
Google continues to refine its ranking algorithms, with Core Web Vitals playing a critical role in determining search visibility.
These performance metrics, Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), measure how quickly a page loads, how responsive it is, and how stable its layout appears to users.
Websites that meet these benchmarks not only rank higher in search results but also provide a better overall user experience.
One study found that pages ranking in the top spots in the SERPs were 10% more likely to pass CWV scores than URLs in position 9.
As part of the prioritization of performance, mobile-first approach remains essential; Google prioritizes sites that are fast and responsive on smartphones and tablets.
Ensuring faster load times through optimized images, efficient coding, and proper caching techniques can make a significant impact on search rankings.
Structured data, on the other hand, helps search engines better understand a website’s content, improving the chances of appearing in rich snippets and voice search results.
With mobile devices accounting for the majority of web traffic, mobile optimization remains a top priority in 2025.
Google’s mobile-first indexing means that search engines primarily evaluate the mobile version of a site when determining rankings.
A website that isn’t optimized for mobile results in overall poor performance, lower search rankings, and a frustrating user experience.
To keep up, many websites are adopting:
Best practices for a seamless mobile experience include responsive design, fast-loading pages, and touch-friendly navigation.
Optimizing images, minimizing pop-ups, and using mobile-friendly fonts and buttons can also greatly enhance usability.
Cyber threats are becoming more sophisticated.
You must take proactive measures to protect your websites from attacks, data breaches, and unauthorized access.
Implementing strong security protocols not only safeguards sensitive information but also builds trust with visitors.
Key security measures include:
Beyond technical defenses, compliance with evolving privacy laws such as GDPR and CCPA is essential.
You must be transparent about how they collect, store, and process user data, providing clear consent options and maintaining privacy policies that align with current regulations.
Every website, server, and data center requires energy to function, contributing to global carbon emissions.
Optimizing websites through lighter code, efficient caching, and reduced server load also plays a role in minimizing environmental impact.
Choosing a hosting provider that values sustainability is an important step toward a greener web.
For example, Bluehost has taken steps to improve energy efficiency, ensuring that website owners can maintain high-performance sites while supporting environmentally friendly initiatives.
AI tools can assist in creating blog posts, product descriptions, and videos with minimal manual input, helping businesses maintain a steady content flow efficiently.
Beyond static content, interactive features like quizzes, calculators, and AR are becoming key for user engagement.
These elements encourage participation, increasing time on site and improving conversions.
To integrate interactive features smoothly, a hosting provider that supports interactive plugins and flexible tools can help keep websites engaging and competitive.
Blockchain is emerging as a tool for web hosting and cybersecurity, enhancing data security, decentralization, and content authenticity.
Unlike traditional hosting, decentralized networks distribute website data across multiple nodes, reducing risks like downtime, censorship, and cyberattacks. Blockchain-powered domains also add security by making ownership harder to manipulate.
Beyond hosting, blockchain improves data verification by storing information in a tamper-proof ledger, benefiting ecommerce, digital identity verification, and intellectual property protection.
No matter how advanced a website is, it’s only as strong as the hosting infrastructure behind it. In 2025, website performance and uptime will remain critical factors for success, impacting everything from user experience to search engine rankings and business revenue.
Scalable hosting solutions play a crucial role in handling traffic spikes, ensuring that websites remain accessible during high-demand periods.
Whether it’s an ecommerce store experiencing a surge in holiday traffic or a viral blog post drawing in thousands of visitors, having a hosting plan that adapts to these changes is essential.
Reliable hosting providers help mitigate these challenges by offering scalable infrastructure, 100% SLA uptime guarantees, and built-in performance optimizations to keep websites running smoothly.
Features like VPS and dedicated hosting provide additional resources for growing businesses, ensuring that increased traffic doesn’t compromise speed or stability. Investing in a hosting solution that prioritizes reliability and scalability helps safeguard a website’s long-term success.
The digital landscape is changing fast, and staying ahead is essential to staying competitive.
From AI-driven personalization to enhanced security and sustainable hosting, adapting to new trends ensures your site remains fast, secure, and engaging. Investing in performance and user experience isn’t optional, it’s the key to long-term success.
Whether launching a new site or optimizing an existing one, the right hosting provider makes all the difference.
Bluehost offers reliable, high-performance hosting with built-in security, scalability, and guaranteed uptime, so your website is ready for the future.
Get started today and build a website designed to thrive.
Image Credits
Featured Image: Image by Bluehost. Used with permission.
Bluehost is a top-rated web hosting provider that offers reliable and affordable website hosting plans with easy-to-use tools. With 24/7 …
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In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2025 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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