Will digital marketing grow in 2025

To put it another way, is digital marketing still growing as we approach 2025, and if so, what will change, where will it go, and why?

Short answer: Yes, digital marketing will grow in 2025 — but the growth will come with change: new channels, new technologies, new expectations, new challenges. This blog post navigates that full picture.

We’ll go through:

1. The current state of digital marketing heading into 2025

2. The data and forecast for 2025 growth

3. Major drivers fueling that growth

4. Key channels, segments and regional patterns to watch

5. Challenges and headwinds that could slow or reshape growth

6. What businesses and marketers need to do to capture that growth

7. What this means for strategy, budgeting and skills

8. A conclusion: how big the opportunity is, and how to prepare for it

Let’s dive in.

1. The State of Digital Marketing as We Near 2025

To understand whether digital marketing will grow, we must first appreciate where it stands now.

1.1 Digital marketing is mainstream

Digital marketing is no longer a fringe tactic or a “nice to have”. For many companies, especially those with global reach or younger audiences, it is the marketing strategy.
Online ads, search engine marketing, social media, influencer collaborations, mobile-first campaigns, data analytics all of these are part of the everyday toolset.

1.2 High absolute spend, evolving maturity

The total spend on advertising continues to rise globally, and digital has (for some time) claimed the lion’s share of that growth.
For example: forecast reports show global advertising spend reaching approximately US$ 772.4 billion for 2024. dentsu+1
From the same forecast, digital remains the fastest-growing channel. dentsu+1

1.3 Shifting consumer behaviour

Consumer attention has shifted irrevocably online: mobile devices, apps, streaming, social media, online shopping — all these dominate how people spend time and money.
That shift creates demand for digital marketing — to meet people where they are.

1.4 A changing toolkit

The digital marketing toolkit is evolving: AI/automation, programmatic ad buying, short-form video, social commerce, voice/visual search—these aren’t just buzzwords; they are becoming core parts of many campaigns.
Thus, the question “Will digital marketing grow?” isn’t just about more spend, but about how it will change.

2. Forecasts & Data: Will It Grow in 2025?

Let’s look at the numbers. The best way to assess whether digital marketing will grow is to review forecast data, especially for 2025.

2.1 Global ad spend forecast

According to the global agency Dentsu’s “Global Ad Spend Forecasts 2025”:

• The global advertising market is forecast to grow by 5.9% in 2025 (after ~6.8% in 2024) to reach approximately US$ 772.4 billion in 2024 and then grow further in 2025. dentsu+1

• For digital specifically: the report predicts digital ad spend will reach ~US$ 513.0 billion in 2025, capturing about 62.7% of total global ad spend. Growth for digital in 2025 is forecast at ~9.2%. dentsu+1

• Within digital: retail media is forecast to grow ~21.9% year-over-year in 2025. Paid social ~8.7%. Paid search ~6.7%. Programmatic ad spend +11.1%. dentsu

These numbers tell us: yes, digital marketing is still expected to grow; in fact, it is forecast to grow faster than many traditional channels in 2025.

2.2 Market size projections

Other research, for example by IMARC Group, shows:

• The digital marketing market size was valued at USD 410.7 billion in 2024. IMARC Group

• It’s projected to grow to USD 1,189.5 billion by 2033 — a CAGR of ~11.2% from 2025-2033. IMARC Group

Another source: the digital marketing software market alone is projected to grow from ~USD 92.84 billion in 2024 to ~USD 110.2 billion in 2025 (CAGR ~18.7%). The Business Research Company

2.3 Additional data points

• From “Digital Marketing Market Trends 2025” report: global digital ad spend is projected to surpass ~US$ 765 billion in 2025, up from ~US$ 695 billion in 2023 (CAGR ~10%) according to one source. Scottmax.com

• Mobile is expected to account for ~69% of digital ad spend in 2025. Scottmax.com

• Social media ad spending projected at ~US$ 276 billion in 2025. Loop Media

2.4 Summary of data

From multiple sources:

• Digital marketing (ad spend + services) is projected to continue growing in 2025, likely between ~8-10% globally for digital channels.

• Digital will increasingly claim a larger share of total ad & marketing expenditure.

• Some segments (retail media, programmatic, mobile, social commerce) will grow even faster.

• Market size projections support long-term growth (double digits in many forecasts).

Therefore, the data strongly supports the thesis: digital marketing will grow in 2025.

3. What Will Drive That Growth?

Understanding the why behind the growth helps anticipate the how. Here are the major drivers that portend growth of digital marketing in 2025.

3.1 Audience attention fully online

Consumers increasingly live online: they search, shop, stream, socialise, communicate on digital channels. With mobile penetration high and rising, and streaming/social usage up, the place where brands can reach audiences is shifting more and more to digital.
Simply: where eyeballs go, marketing goes.

3.2 E-commerce, mobile commerce & social commerce expansion

Online shopping continues to expand globally. The shift from offline to online sales creates a direct role for digital marketing to drive traffic, conversion, retargeting, analytics. Social commerce (in-app shopping via social platforms) and mobile commerce both accelerate this trend.
Because commerce becomes digital, marketing becomes digital too.

3.3 Technology, automation & data-driven strategies

Advancements in AI, machine learning, programmatic ad buying, automation of workflows and analytics are enabling marketers to scale, personalise and measure more effectively than ever.
From the Dentsu report: algorithmically enabled ad spend is forecast to reach near 59.5% of total ad spend in 2024 and projected to climb further by 2027. dentsu+1
With better tools, digital marketing becomes more efficient and more effective, making it a preferred channel.

3.4 Mobile first & device ubiquity

Smartphones, tablets, connected devices — they’re everywhere. With mobile likely making up ~69% of digital ad spend in 2025 per one forecast Scottmax.com — mobile is not just one channel; it’s often the primary channel.
Brands will keep allocating more to mobile/connected formats, which are inherently digital.

3.5 Creative formats & new mediums

Video, short-form content, live streaming, interactive formats, virtual/augmented reality, connected TV — these are growing, and many of them are only available (or are best served) via digital channels. For example, Dentsu forecasts online video ad spend rising ~8% in 2025. dentsu
These evolving formats drive new spend into digital.

3.6 Data, measurability & performance-focus

Digital marketing allows fine-grained measurement: clicks, conversions, ROAS (return on ad spend), segmentation, behavioural data. In an uncertain economy, marketers prefer channels they can measure and optimise. That tends to favour digital.
Thus, the performance-driven nature of digital supports its growth.

3.7 Emerging markets & internet penetration

In many emerging regions internet / mobile penetration is still growing. As more people come online, brands will target them via digital marketing. For example: India’s digital advertising market is forecast at ~15% annual growth from 2024-2029. The Economic Times
Hence, growth is partly driven by new audiences.

3.8 Shift from traditional to digital

As traditional media (print, linear TV, radio, etc.) face stagnation or decline, budget is shifting toward digital channels. With digital matured, growth may moderate, but the shift continues.
Digital is capturing share of media spend even as total spend grows modestly.

4. Key Channels, Segments & Regional Patterns to Watch in 2025

Growth will not be uniform. Some channels, services and geographies will outpace others. Here are the specific areas where digital marketing growth in 2025 is most likely.

4.1 Retail media & off-site commerce-adjacent advertising

The Dentsu forecast names this clearly: retail media (advertising via retailer platforms, leveraging retailer data) is expected to grow ~21.9% in 2025. dentsu
As retailers build advertising networks (online marketplaces, direct-to-consumer channels), digital marketing will channel more spend through these retail media networks.

4.2 Programmatic advertising

Programmatic ad buying (automated buying of ad inventory) is forecast for ~11.1% growth in 2025 according to Dentsu. dentsu
With automation and data improvement, programmatic will keep absorbing increasing share of digital ad spend.

4.3 Paid social, influencer, short-form video

Paid social is forecast to grow ~8.7% in 2025. dentsu
Also, many sources point to short-form video, TikTok/Reels/Shorts, live commerce and influencer marketing as key growth drivers in digital. For example, one forecast noted social ad spend near ~US$ 276 billion in 2025. Loop Media
Influencer marketing continues to evolve with micro-influencers, authenticity, niche targeting.

4.4 Mobile & device-driven spend

Mobile advertising remains dominant — many forecasts suggest mobile devices will account for ~70%+ of digital ad spend in 2025. Scottmax.com
Also, connected TV (CTV) is growing rapidly — broadcasters and streaming platforms are shifting to ad-supported models.

4.5 Search, voice & visual search

While growth rates for paid search may be lower (6.7% in 2025 per Dentsu). dentsu But search remains large, and forms of search are evolving: voice search, visual search, “search generative experience” are becoming important.
Brands optimizing for these will continue spending in digital marketing.

4.6 Regional patterns

• Asia-Pacific & emerging markets: growth remains strong; for example India at ~15% annual growth. The Economic Times

• Mature markets (US, UK, Europe): growth may moderate somewhat due to saturation, cost pressure but still positive (5-7% overall ad spend growth). dentsu

• Mobile-first regions (Africa, Southeast Asia) offer huge upside as digital infrastructure and user adoption continue rising.

4.7 Services and tech segments

Beyond media spend, digital marketing services (SEO, content, analytics, automation, software) will grow too. E.g., the digital marketing software market is projected to grow strongly in 2025 (to USD 110.2 billion). The Business Research Company
That means not just ad spend but supporting services and ecosystems will grow.

5. Challenges & Headwinds That Could Affect Growth

Growth is likely — but not guaranteed. Some challenges and headwinds may slow, reshape or shift digital marketing growth in 2025. It’s important to acknowledge them.

5.1 Economic uncertainty and budget constraints

In uncertain economic conditions (recession fears, inflation, supply chain issues), marketers may cut or hold budgets. Some forecasts note that economic headwinds could dampen growth. For example, a news piece cited that the Interactive Advertising Bureau (IAB) lowered U.S. ad growth forecast to 5.7% in 2025 because of tariff concerns. TV Tech
If growth in ad spend is slower, digital may still grow but less than expected.

5.2 Rising cost, competition & saturation

As more brands invest in digital, competition increases. This drives up costs (CPCs, CPMs) and can compress margins. Brand differentiation becomes harder.
In mature markets, incremental growth may require more innovation rather than just more spend.

5.3 Privacy, regulation & data issues

Privacy regulations (GDPR, CCPA, upcoming cookieless worlds) make targeting harder, increase cost of acquisition, and force marketers to adapt. With third-party cookies phasing out and user consent becoming more central, digital marketers must adjust. That transition may slow growth in some segments or require investment in first-party data.
Also: ad fraud, viewability concerns, platform opacity (some research on “explainable AI for digital advertising” warns of transparency problems). arXiv

5.4 Platform dependency & algorithm changes

Many digital campaigns rely on platforms (Google, Meta, TikTok). Changes in platform algorithms, ad policies, or business models can disrupt performance, requiring adaptation.

5.5 Measurement & attribution complexity

Whilst digital offers measurement, the multi-touch, multi-device, offline-online world complicates attribution. If marketers can’t tie spend to outcome clearly, they may hesitate to increase budgets.

5.6 Skill gaps & resource constraints

As digital marketing becomes more complex (AI, programmatic, data science), organisations may struggle to hire / develop talent, slowing adoption or effectiveness of digital strategies.

6. What Businesses & Marketers Should Do to Capture Growth in 2025

If digital marketing is growing in 2025, then the key question becomes: how can you position yourself to benefit? Here’s a roadmap.

6.1 Audit your current digital marketing maturity

Start by assessing:

• What % of your marketing budget is digital vs traditional?

• What channels do you use (search, social, video, display, etc.)?

• Do you use automation, programmatic, data analytics, AI?

• Is your content mobile-first, optimized for short-form formats, social commerce?

• Are you prepared for privacy changes (first-party data, consent, cookieless)?

• Are you measuring outcomes (not just impressions) and tying them to business result?

This audit gives a baseline from which to grow.

6.2 Allocate budget toward growth-oriented digital channels

Given the forecasts: channels like retail media, programmatic, mobile, short-form video, social commerce, influencer content are expected to lead growth. So consider shifting or allocating increasing budget there.
Also ensure you maintain/search channels and foundational digital capabilities.

6.3 Invest in technology & data infrastructure

• Adopt tools for automation, programmatic buying, AI-powered optimisation.

• Strengthen your first-party data collection (CRM, website behaviour, loyalty programs) to prepare for the privacy era.

• Implement analytics dashboards that tie campaign spend to outcomes.

• Consider mobile and connected-TV ad formats, interactive content, measurement platforms.

6.4 Enhance creative formats & content approach

• Video (especially short-form), live commerce, interactive/immersive content will continue to matter.

• Social commerce (in-app shopping) requires content built for conversion, not just reach.

• Mobile-first design and seamless UX are essential.

• Influencer & creator partnerships will remain key but with more authenticity and niche targeting.

• Optimize for evolving search: voice, visual search, search generative experience.

6.5 Prioritise mobile, global & emerging markets

• Mobile dominates digital spending; ensure your campaigns and UX are mobile optimized.

• If your business operates or plans to operate in emerging markets (Asia-Pacific, Africa, Latin America), allocate digital efforts accordingly as these markets often see higher growth.

• Understand local behaviour, platforms, languages and mobile ecosystems.

6.6 Maintain measurement, ROI focus and agility

• Set clear KPIs tied to business outcomes (sales, leads, retention) not just clicks or impressions.

• Use attribution modelling and test continuously—digital’s advantage is agility.

• Be ready to shift strategies quickly if performance weakens, costs rise or channel effectiveness changes.

• Maintain budget flexibility to invest in new formats or emerging platforms.

6.7 Prepare for privacy and regulation changes

• Build or strengthen first-party data strategies (collecting data directly from your customers with consent).

• Adapt targeting and campaign strategies for a cookieless future.

• Emphasize transparency and trust with consumers — privacy-friendly marketing becomes a differentiator.

• Monitor regulation in your geography and globally.

6.8 Invest in skills & culture

• Digital marketing in 2025 requires hybrid skills: creativity + data + technology.

• Invest in training internal teams or hiring for analytics, programmatic, mobile, UX, content, short-form video, social commerce.

• Foster a culture of experimentation: test new formats, new channels, learn fast.

7. What Growth in 2025 Means for Strategy, Roles & Markets

Let’s talk about the implications: for marketing strategy, for professionals (marketers/roles), for markets and competition.

7.1 Strategy: Digital-first becomes default

In many companies, digital marketing will not be a “channel among channels” but the primary channel. Strategy will increasingly be digital-first rather than digital-add-on.
That means from budgeting to campaign design to measurement, digital is foundational.

7.2 Services and agencies will evolve

Agencies and service providers will need to pivot: more focus on automation, programmatic, retail media, short-form video, creator networks, performance marketing.
Some roles may shrink (pure display buying) and others grow (data science, automation specialists, creative for short-form).
The “digital marketing services” market is projected to grow strongly. The Business Research Company

7.3 Human + machine: skillsets of the future

Marketers will increasingly work alongside AI and automation. The value will shift from manual tasks (setting up campaigns, manual bidding) to strategic, creative, analytical roles: interpreting data, designing customer experiences, optimizing cross-channel journeys, storytelling.
As one Reddit comment put it:

“Digital marketing in 2025 will be more data-driven, AI-powered, and hyper-personalised than ever before.” Reddit
So professionals who combine creative thinking with tech/data literacy will be in demand.

7.4 Regional competitive dynamics

In emerging markets, digital growth may be faster, and local platforms may matter more. Brands that move early into these regions with localized content and mobile strategies may gain an advantage.
In mature markets, growth may be slower, but the focus shifts to efficiency, innovation and new formats.

7.5 The role of new platforms & shopping ecosystems

Social commerce, in-app shopping, connected TV, retail media networks — these are increasingly important. Growth in 2025 may be concentrated in these newer formats rather than legacy banner/display ads.
Brands will shift from “just advertising” to “commerce enabling via digital”.

8. Putting It All Together: Will Digital Marketing Grow in 2025? Yes  Here’s How & Where

To summarise:

• Yes — digital marketing is forecast to grow in 2025, both in spend and in importance.

• The growth rate: digital channels may grow ~8-10% globally in 2025, according to major forecasts. dentsu+1

• Some segments will grow faster (retail media 20%+, programmatic 11%+, mobile, short-form video) while others (traditional media) will stagnate or decline.

• The total share of total ad spend captured by digital will increase (digital ~62.7% of global ad spend in 2025 forecast by Dentsu). dentsu

• Growth is underpinned by key drivers: mobile first, audience attention online, e-commerce, automation/AI, emerging markets, data/measurement, shift from traditional media.

• Challenges exist (economy, privacy/regulation, cost inflation, platform dependency, skill gaps) — but the net direction is positive.

• For businesses/marketers: being prepared means auditing your digital maturity, allocating budget smartly, investing in new formats/technologies, focusing on ROI and agile measurement, adapting to privacy, and upskilling.

9. Examples & Illustrations of What Growth Means

9.1 Retail media network example

As mentioned earlier, retail media (ads run on retailer or e-commerce platforms) is expected to grow ~21.9% in 2025. For example: if previously a brand focused solely on search + display, it may now allocate more to advertising on retailer websites/apps (Amazon, Walmart, etc) because those channels provide direct data and conversion tracking.

9.2 Mobile & short-form content example

Forecasts suggest mobile will account for ~69%+ of digital ad spend in 2025. Short-form video dominates mobile. A brand might shift resources to producing 15-30 second videos for Reels/TikTok/Shorts, optimize ads for mobile full-screen, track mobile conversions, and leverage mobile UX. Content consumes more budget, but yields higher engagement.

9.3 Emerging market expansion

In markets like India, digital advertising is forecast to grow ~15% annually between 2024-2029. The Economic Times A brand seeking growth might allocate a portion of its global digital marketing budget to India, localize content (language, culture, mobile usage patterns), partner with local influencers, optimise for local search and app usage—all in order to ride that growth wave.

9.4 Software & services growth

Beyond just media/ads, growth in digital marketing means growth in the supporting ecosystem: automation, analytics, content tools, creative agencies specialised in mobile/short-form, influencer networks, even retail media platforms. For example, the digital marketing software market is projected to leap in 2025. The Business Research Company

10. What 2025 Growth Means for Your Role & Career

For professionals in marketing (or those looking to enter it), digital marketing growth in 2025 signals opportunity—but also expectation.

• Demand for skilled digital marketers will remain strong.

• But the required skills will shift: more focus on mobile first, video content, data analytics, automation/programmatic, social commerce, influencer strategy, and new format creativity.

• Marketers who can articulate business outcomes, measure ROI, navigate privacy/data issues and integrate digital with broader business strategy will stand out.

• Freelancers or specialists (e.g., short-form video creator, mobile ad specialist, programmatic buyer, retail media manager) will see demand.

• Continuous learning is critical: staying on top of emerging channels, tech, platform updates, regulatory changes.

11. The Bigger Picture: Why the Trend is Structural

The question “Will digital marketing grow in 2025?” could arguably be phrased “Will digital marketing stop growing?”. The reason for optimism lies in structural trends:

• Everyday consumer behaviour continues shifting toward digital.

• Mobile devices = primary interface for many people globally.

• Commerce is increasingly online or app-based.

• Data and automation create ever more efficient marketing mechanisms.

• Traditional media faces structural decline, giving digital channels increasing share.

• Emerging markets bring large new audiences.

• Platforms and ecosystems (e-commerce, social commerce, connected TV) create new ad-opportunity formats.

In other words, digital marketing isn’t just riding a fad—it’s part of the fundamental shift in how people live, work, buy and consume.

12. Final Thoughts & Recommendations

Yes, digital marketing will grow in 2025 — both in spend and in strategic importance. But that growth won’t be automatic; it will favour companies, marketers and brands that adapt to new realities.

Here are key recommendations to make the most of it:

• Treat digital marketing as core to your business, not auxiliary.

• Focus on performance outcomes and tie marketing spend to business results.

• Prioritise mobile-first, video, short-form, social commerce, retail media as growth channels.

• Invest in data, automation, analytics, first-party data strategies to future-proof your marketing.

• Stay agile: test new formats, new platforms, emerging markets. Be ready to pivot.

• Monitor regulation and privacy changes, and build marketing strategies that are ethical, transparent, and resilient.

• Build your marketing team’s skills around hybrid competencies: creativity + data + technology.

• Keep a global eye: emerging markets offer higher growth; localisation and mobile habits matter.

• Don’t neglect foundational things: UX optimisation, mobile site speed, measurement frameworks, content quality.

If you approach 2025 with this mindset, you won’t just ride the growth of digital marketing you’ll capture it.