Digital marketing in 2025

The ad auction market is now at the peak of overheating, campaign performance is leaving much to be desired and the big players are being forced to cut their marketing spend. But does this run the risk of inevitable collapse in 2025? Not at all. Let's break down in more detail why this is unlikely to run.

What is happening in the market

All experts are unanimous: digital marketing will face a crisis in 2025. However, it is worth recognizing that the first alarm bells sounded as early as 2022. Let's take a look at the key challenges:

Reduced marketing budgets of large companies

Some of them have already announced that they will reduce their marketing spending next year. This trend started back in 2022, when budgets started to sharply decrease. A similar pattern was observed in the following years. However, instead of big players, smaller companies have entered the market, the number of which is able to compensate and sometimes exceed the previous amount of budget. This may lead to a reduction in the overheating of auctions;

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The odors of the era of performance campaigns?

The price per lead has increased significantly, but the cost of your services isn't staying the same either. For example, in 2021, the average price per click in Yandex.Direct was 0.46 cents, while in late 2023-early 2024 it will reach the $1.51 mark. Some companies quadrupled the price of their services in just six months! Perhaps some of the smaller players will leave the market, but performance marketing works very well for big brands with a well-built strategy and analytical support. We just have to wait to see what changes will happen to rates in 2025;

Rising salaries make keeping marketers unprofitable

For smaller companies, hiring an in-house marketer may be too costly. In this case, it makes sense to either learn to understand the issue yourself or order an audit of problematic tools;

Search for universal specialists

Many companies seek to find employees who can perform several tasks at once: manage social networks, work with the site, analyze data. However, this is a misconception. Social media and websites require different approaches and specific skills. Universalism is more likely to hurt results. It is better to develop the right strategy and use the advice of a professional who will help to solve the tasks with maximum efficiency;

Auction overheating

This is a really serious problem. The key instruments are almost completely controlled by the big players. In addition, there are webmasters who can spend a budget like an entire federal region in a matter of weeks. Until FB Ads and Google Ads return, the situation will remain tense. There are few options: proceed cautiously or consider alternatives such as entering foreign markets. In 2025, this strategy will become especially relevant.

So despite the many challenges, the digital marketing market is not doomed to collapse at all. Proper planning, adaptation to new conditions and the use of non-standard solutions will help companies overcome any challenges.

Marketing tools: a personal view

1. Advertising in Telegram. This tool is suitable for those who are ready to invest. A number of experts argue that without a starting budget of at least 30 thousand hryvnias, it is pointless to try. Statistics there leave much to be desired, and the possibilities of customizing the audience are limited. If you manage to get a subscriber cheaper than two euros - consider yourself very lucky.
2. SEO-optimization. Despite the constant criticism, SEO remains an indispensable tool, especially when contextual advertising costs more than two thousand hryvnias per application. This is one of the most favorable options in terms of cost to result ratio. In 2024, the process has become more labor-intensive, requiring more attention, partly due to the influence of neural networks. There is every reason to believe that the workload will increase even more in 2025.
3. Content Marketing. By the end of 2024, the demand for qualified writers and editors has increased markedly. There is confidence that this area will continue to grow strongly in 2025. Quality content attracts a steady stream of applications, even in difficult segments. This is a long-term project, but in a volatile market such reliability is extremely valuable.