Hey there! Steve here, and welcome to Big Ideas With BFO - in blog form!
We’re kicking off 2025 with a lot of momentum. As I reflect on the whirlwind that was 2024, I can’t help but get excited about what lies ahead. Today, I want to talk about five key trends from last year that are going to have a massive impact on the digital marketing landscape this year.
Think of this as a sneak peek of the year to come—a top 5 countdown, if you will. Ready? Let’s dive in!
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2. Artificial Intelligence & Conversion
Let’s talk first-party data—data you own, control, and can actually put to work. For years, we’ve handed over our valuable data to platforms like Google, Facebook, and LinkedIn through their tags and cookies. And sure, those tools have their perks—they help us track users and optimize ad targeting. But here’s the deal: what if you could control all that data before those platforms get their hands on it?
That’s where server-side tracking comes in. Think of it like intercepting the data train—your website collects visitor data (e.g., from Facebook) and sends it to your systems (like your CRM or ERP) before it ever reaches Meta or Google. This approach gives you full ownership of your data and enables smarter, more informed decision-making. You can analyze user behavior on your own terms, build custom audiences, and even create lookalike models to make your ad spend go further.
There are other cool tools out there too. Some technologies can "deanonymize" website visitors (okay, yeah, it sounds a little creepy). But it’s not about stalking people with unsolicited emails—that’s a hard no. Instead, you can use this data to refine audience development strategies without being invasive.
When you take control of your data, you can integrate it with your existing owned channels—like email lists, CRMs, or loyalty programs—and drive deeper relationships with both prospects and customers. By having all this information at your fingertips, you’ll have a huge edge no matter what privacy changes come your way.
And that’s the beauty of first-party data: you’re future-proof. If third-party cookies disappear tomorrow, no big deal. You’ll still have everything you need to keep your marketing machine running smoothly.
So, if you’re serious about leveling up your data strategy in 2025, server-side tracking is a game-changer. Own your data. Clean your data. Use your data. It’s your secret weapon for better marketing, better insights, and ultimately, a better business.
Here’s a fun question: If someone consumes your content but doesn’t click to your site, did it really happen?
We’ve all heard of Google’s zero-click searches. They want to keep people on Google properties—and with the rise of AI (ChatGPT, Perplexity and others), that trend is only accelerating. AI-driven answers, summaries, and insights are increasingly serving users before they ever land on your site.
As site owners, marketers, and content creators, we used to fight for the top organic spot in Google’s search results. In some cases, we could pay for ads to get there. But now, as Google rolls out more generative AI experiences, that "top spot" looks a lot different. These AI platforms are designed to give users instant answers without requiring further clicks.
This evolving landscape may also get more interactive. I fully expect Google’s AI to start letting users refine their search results, similar to how you can tweak responses in ChatGPT by asking for “more of this” or “less of that.” Imagine how powerful it’ll be when your business gets featured prominently in those dynamic AI results.
But here's where it gets even more interesting: zero-click content can be a branding opportunity in and of itself. When you craft content that shows up in AI-driven search results, you need to think beyond clicks and attribution. Include your brand name, add simple calls to action, and even highlight key people from your business. For example, if Google’s generative AI mentions “Steve Krull of Be Found Online,” that brand mention builds trust—even if there’s no immediate click.
Mentions like this can drive awareness and relationships with your audience. Over time, these subtle touchpoints can lead to conversions, even if you can’t directly attribute them. As you plan your 2025 content strategy, focus on reinforcing your brand identity, showcasing expertise, and highlighting your company’s unique strengths (or “superpowers,” as I like to call them). The more your content aligns with these principles, the more likely you’ll gain traction in AI-powered search environments.
If you’ve seen me speak before, you know I’m a huge fan of media mix modeling. But this year, I want to take it a step further by weaving in data-driven attribution, which I believe is the engine that powers effective media mix modeling.
Traditionally, many of us have worked in silos. One team runs programmatic ads, another handles paid search, and someone else manages social media campaigns. We’ve all been held accountable for our individual results—sometimes obsessively tracking performance metrics that don’t tell the full story. But in today’s world, that approach no longer works.
We need to start at the top, aligning budgets and goals across our entire department or organization. Whether you’re running LinkedIn ads, Google Ads, or display campaigns, the big question should be: How does each channel contribute to our overall success? It’s not about each of us hitting separate targets. It’s about collaborating to achieve a unified revenue goal.
This is where data-driven attribution shines. We know awareness ads won’t drive many direct conversions, but they can spark interest and build mindshare. If you turn them off, you might hurt your long-term engagement and conversion rates. By using attribution models that track assisted conversions and user paths, you can better understand how each channel influences outcomes.
Okay, let’s talk about the big challenge with AI and conversion: How do you know if someone converts when they first find you through AI-driven search or chat?
If someone interacts with your business through an AI platform—say, ChatGPT mentions your product—there’s no clear way to track that conversion. You can’t exactly call up customers and ask, “Hey, did AI help you find us?” We’ve come a long way in tracking and analytics, but AI is taking us back to something that feels more like old-school marketing—think newspapers and billboards. We can’t always trace a straight line from an AI mention to a conversion.
On Google, we still have search results that accompany AI overviews, which might provide opportunities for clicks. But tools like Perplexity and ChatGPT aren’t built like traditional search engines. They provide fewer links and citations, and users aren’t conditioned to follow those links yet.
For now, AI-driven touchpoints are just one of many stops users make on their journey to conversion. Studies show that users visit 25 or more websites or digital assets before they commit to buying. AI platforms are becoming another one of those 25.
So yes, there’s a leap of faith involved. I recommend monitoring brand behavior and search trends to see if you notice any increases in searches for your name, product, or company after AI mentions. As tracking improves, we’ll get better data. For now, focus on making sure your brand is present in AI search results, and continue refining your content strategy.
AI isn’t going anywhere. It’s time to learn how to play in this new sandbox.
Let’s bring it all together with this final trend: optimizing your site for AI search. AI platforms like ChatGPT, Google's AI-powered search results, and others are transforming how users discover and interact with content. But here’s the good news—you may already be optimizing for AI without realizing it.
AI needs to be fed from somewhere, and it’s pulling data from across the web, including your website. So, think of optimizing for AI as an extension of SEO. Start by identifying which of your pages rank in Google’s top 10 for relevant keywords. Use Google Search Console to analyze your URLs and focus your efforts on these high-value pages.
On the technical side, schema markup is critical. Structured data helps AI and search engines better understand your content, so ensure you're using the latest schema types. Core Web Vitals also play a crucial role—optimize for mobile-first performance, as more than half of your traffic likely comes from mobile devices. Google has emphasized this for years, and improving your PageSpeed Insights score will benefit both mobile and desktop experiences.
When it comes to content, formatting matters. AI thrives on Q&A structures and clear organization. Consider reworking blog posts and other content into question-and-answer formats or FAQs. This not only boosts your chances of appearing in AI-generated search results but also enhances user engagement. Additionally, use citations and external links to bolster your credibility.
Keywords are still important, but in this era of zero-click content, think beyond traffic metrics. Focus on engagement and brand lift. Understand your audience—who they are, where they interact online, and what messages resonate with them. Tools like Semrush can help identify intent-driven keywords, but you'll also need to test and refine your content strategy over time.
Finally, pillar-based content can elevate your strategy even further. Create core "pillar" pieces supported by related articles (or "satellites") to establish a comprehensive content ecosystem. This approach improves both SEO and AI visibility by signaling relevance across multiple topics.
Optimizing for AI search isn’t about reinventing the wheel. It’s about evolving your SEO strategy to meet changes. Take what’s working, refine it, and stay ahead of the curve.
There you have it—my top 5 digital marketing trends for 2025: