From content to AI: the trends that are revolutionizing marketing
Marketing is constantly evolving thanks to artificial intelligence: 93% of professionals already consider it key to their strategies.
The world of marketing is constantly evolving, and more and more tools are emerging to facilitate tasks and revolutionize marketers’ daily lives. Industry professionals must stay abreast of the latest trends to stay ahead in a constantly evolving sector. But, in this context, what trends are marketing professionals most aware of?
This summer, Absolit Dr. Schwarz Consulting and Marketing-Börse conducted a survey of 1,400 marketing professionals in Germany, Austria, and Switzerland, identifying the main trends in the sector. From the data collected, they identified the 80 most relevant topics and the most widely used communication channels.
Artificial intelligence: the main trend
With the unstoppable rise of new technologies and their influence on the workplace, artificial intelligence is positioning itself as the top trend among marketing professionals. In fact, five of the ten most important trends are related to this technology. Among them are:
*AI in Marketing: 93% (1st)
*Marketing: 87% (2nd)
*Content Creation: 86% (3rd)
*AI Search: 81% (5th)
*Marketing Automation: 79% (9th)
*Nutting: 78% (10th)
These results make it clear that AI is no longer perceived as an enemy, but as an indispensable tool in daily work.
The most used communication channels in marketing
In terms of channels, email remains the most used way to communicate with clients and the public: 85% use it regularly and 5% plan to incorporate it.
LinkedIn (82%) is in second place, followed by Instagram (67%), Facebook (61%), and YouTube (59%). Surprisingly, printed email still holds sixth place, with 45% of professionals using it.
Following this are podcasts (26%, especially in Germany) and WhatsApp (25%). As for TikTok, the Chinese platform that has gained significant popularity in recent years, 24% already use it, while 13% don’t yet but plan to expand it in the future.
Marketing Trends That Shape the Future
Not all of the trends identified by major advertisers align with the priorities of other industry professionals. For example, programmatic advertising is barely considered a priority by 38.3%, while the elimination of third-party cookies receives the most attention, at 47.7%.
In contrast, connected TV, which is presented as an alternative to the decline in traditional TV viewing among young people, was only identified as key by 32.2% of participants.
The Impact of Artificial Intelligence on Search
The emergence of tools like Google AI and ChatGPT is transforming the way users search for information. According to the report, AI-powered search ranks fifth among the top trends, with 80.7% of respondents agreeing.
However, the concept of «zero-click search,» in which Google responds directly without redirecting to the company’s website, is less recognized: only 47.5% consider it a key issue. This increasingly common approach has already led to a significant drop in web traffic starting in the spring of 2025.
Social Media: The Engine of Communication
Social media is consolidating as the ideal platforms for directly conveying proposals and encouraging audience engagement. Among them, short videos on TikTok, Instagram, and YouTube stand out as the main format: three out of four specialists use them daily (74.4%).
The study also shows that collaboration between companies (50.6%) and micro-influencers (50.3%) has increased, considering them new digital sales models. In the DACH region, social commerce (49.7%) and direct-to-consumer sales models (46.6%) are positioned as increasingly common strategies.
Source: www.marketingdirecto.com
