We’ve been doing a lot of learning over the past few months. Getting on top of trends, tech, and changing behaviour so that we can stay ahead of the curve for our clients. In Part one of this digital survival guide we covered changes in influencer marketing, the rise of AI, and major changes to search. But now it’s time to get really geeky… here we go!
Social commerce
TikTok, Instagram, and Pinterest have all built commerce into their platforms, to varying degrees of success. But much like users are using social for search, users are also using social to shop. And the evidence is compelling! Taking TikTok Shop as an example:
• TikTok Shop’s gross merchandise value in 2024 was a staggering $33b.
• 58% of TikTok’s users shop directly on the platform.
• Adults between the age of 18 and 24 were most likely to purchase on TikTok shop , but this is swiftly changing. Even shoppers in their 40s are now more likely to shop on TikTok shop – who knows what it will look like in five years!
Why is social commerce so successful? Well, put simply, it’s convenient! The user journeys offer one-click checkout and in-app purchases, leading to smoother conversions (consumers like this). You see a video recommendation from an influencer you love, it’s linked in their profile, an in as little as two clicks you can purchase. Quick, simple, and it all started with a recommendation.
Hyper-personalisation and the customer experience
Whether its through automated emails that use first-party info for your customers, or chatbots building rapport and solving customer problems – AI is helping to deliver a better customer experience.
Personalisation was a drain of business’s time, money and effort in days gone by, but AI is making hyper-optimised content and user journeys possible for even the smallest of businesses. Platforms like Mailchimp have this sort of AI built into their systems now, so it’s possible to make the most of this help, without having to learn it inside out.
Measurement and ROI: smarter analytics
Marketing is a data-led discipline. And at the risk of covering another area where AI is revolutionising our industry, it has been a game changer in measuring success.
AI’s ability to create unified dashboards that pull data and results from the various platforms and channels we work with, is streamlining that process. Not only is it bringing the information into one place, but it’s also helping us to analyse that information too.
With the right technology in place (although – it’ll cost you!) AI can spot trends, automate and fine-tune campaigns in line with those trends, and do it in real-time, where it might have taken a human hours or days.
AI as the new search function
AI-powered answer engines are no longer niche – but they’re complementing, not replacing, traditional search. A January 2025 Higher Visibility survey (via Search Engine Land) found 71.5% of Americans have tried AI tools for search, with 14% using them daily. Yet nearly 80% still turn to Google or Bing for general information.
Gen Z lead the shift: 82% have used AI search at least occasionally, followed by Millennials. Usage drops to 65% for Gen X and 45% for Boomers, showing broad but varied adoption.
Most tellingly, 20.2% of users switched their primary search platform last year – proof the search landscape is evolving fast.
For marketers, this means thinking beyond blue links. Focus on authoritative, well-structured content that AI can easily surface – from long-form insights and FAQs to trusted reviews. AI search isn’t replacing Google, but it’s definitely changing the rules.
5G and enhanced mobile experiences
The rollout of 5G has utterly transformed mobile experiences in the last few years. Faster speeds mean users expect instant load times, seamless streaming, and real-time content without the lag – especially on mobile. If you’re not designing for mobile first – what are you doing?! It’s absolutely essential to be on top of your mobile design, whilst making sure your website is fast, responsive, intuitive, and gets users to where they want to be and fast.
But as well as the burden above – 5G presents an opportunity in richer content experiences. Immersive online experiences like virtual try-ons and interactive product demos are more accessible now, so do consider how you can build these in to your marketing.
Optimising for 5G isn’t just about technology. It’s about meeting rising user expectations and staying competitive in an attention-scarce world.
Interactive & Immersive Advertising
What we’ve said above, stands for advertising too. If people are going to be forced to watch an ad, they want to participate. Gamified ad formats present an opportunity for customers to engage and create memorable experiences. They also offer improved conversion rates – so the proof is in the proverbial pudding!
This is one trend we’re expecting to take off even more in the coming years. Platforms like TikTok and Instagram are investing heavily in immersive tech, so watch this space to see where it goes!
Marketing sustainability
Conscious consumerism has been on the rise for at least a decade. What does that mean? People are prioritising things like environmental and social credibility when choosing what they buy and who they buy from.
If you’re taking measures to improve sustainability in your business, share that with your audience. Be honest and authentic, share real stories, show progress, and explain the challenges you face on that journey. Maybe you’re trying to ensure fairness in your supply chain practices; use recyclable packaging choices; or take steps to reduce the carbon footprint of your business. Whatever it is, communicate it in a human way to engage with an informed and loyal audience.
But beware of greenwashing. This age of transparency and cancel-culture means shouting about green practices that aren’t backed up by evidence, could put your business at risk.
Wow. Now, don’t be overwhelmed. Not every new trend is going to apply to every business, but it’s good to have oversight of changes so you can assess where you might need to adapt. As always, it’s important to stay agile, open-minded to new technologies, and base everything you do around your core customer and target audience.
We see it time and time again, that the best businesses are open to learning new things and testing new strategies to discover new marketing tactics that work for them. If there’s anything the digital age has taught us, it’s to be bold. And if you need help to break out of your box, you can always call on team Flourish to give you a hand!
