There is a real danger in our industry of falling victim to too much hype. We can create so much urgency that we turn people off when their expectations do not meet reality. However, we find ourselves in the position of having to make a prediction about digital marketing in 2025, a prediction that could sound like yet another round of misplaced urgency.
For better or worse, here goes: your digital marketing agency is about to matter a lot more.
What do we mean by that? If you have been tinkering with the idea of cutting your digital marketing agency loose in order to save money, you might want to pay attention to what Google is doing. We suspect paid digital marketing services are going to be a lot more valuable in the coming months.
A Seismic Shift in Search
Our prediction for 2025 is not something that was pulled out of thin air. It is actually rooted in Google’s own prediction of a seismic shift in search. That prediction came by way of Google Search Ads VP Brendon Kraham. Kraham more or less told MediaPost that we should all expect big changes from Google in the months ahead.
Those changes are apparently rooted in Google AI. Though Kraham did not give us the details, he made it clear that his employer is committed to expanding AI across the entire portfolio of Google products – but especially search.
Why the concentration on search? Because it is still Google’s core business. Without Google search, there is no Google brand. And without the Google brand, all its other properties and business offerings lose value.
Changing the Way People Search
Kraham also made it clear that Google intends to change the way people search. Here is a direct quote from the MediaPost interview:
“The lines between actively seeking information and passively discovering it will blur, driven by AI’s increasing ability to understand intent and deliver immersive experiences.”
Dig into that statement and it becomes evident that Google does not want to continue the old model of waiting until users actively engage before providing information. They want and expect their search tools to anticipate what users want ahead of time, thereby providing information in a more natural flow that doesn’t require direct action by the user.
Another point Kraham made is that search is going to move beyond simple keywords and search boxes. He seemed to suggest that his employer is exploring a multi-dimensional approach to search that incorporates more devices with visuals, the surrounding environment, and any input that will provide necessary context.
What It Means to Digital Marketing Agencies
So, what does all of this mean to the digital marketing agency down on main street? First of all, no one knows what the seismic shift is going to look like. Google is holding things close to its chest for now. Second, the shift is coming one way or another. Google isn’t going to sit by while competitors like Facebook and Perplexity redefine search.
It is now on digital marketing agencies to dig in and pay close attention. It’s our responsibility to stay focused yet flexible, so that we can respond as quickly as possible once we see the shift beginning. Webtek plans to do just that.
If you currently pay a digital marketing agency to do things for you, now is not the time to give that agency the boot. We are preparing for a seismic shift in search sometime this year, and you are going to need all the help you can get to maintain online relevance.
