From the AI ​​content: the trends that are revolutionizing marketing

He Marketing world It constantly evolves and more and more tools arise to facilitate tasks and revolutionize the day -to -day life of the ‘marketeros’. And it is that professionals in the sector must be aware of the latest trends so as not to be left behind in a sector that never stops moving. But, in this context, What are the trends that marketing professionals take most?

Absolit Dr. Schwarz Consulting y Marketing exchange They performed this summer A survey a 1,400 marketing professionals From Germany, Austria and Switzerland, a study in which they detected the main trends in the sector. From the data collected, they identified the 80 most relevant themes and, in addition, the most used communication channels.

Artificial intelligence: the main trend

With the unstoppable boom of new technologies and their influence in the work area, Artificial intelligence is positioned as the main trend Among marketing professionals. In fact, five of the ten most important trends are related to this technology. Among them stand out:

• The IA A marketing: 93% (top)
• He Content marketing: 87% (second place)
• The Content creation: 86% (third place)
• The Search with Ia: 81% (fifth position)
• The automation del marketing: 79% (Ninth place)
• The incitement: 78% (Tenth place)

With these results, it is 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

As for the channels, the email It remains the most used way to communicate with customers and public: 85% use it and 5% plan to incorporate it.

Secondly it is located LinkedIn (82%)followed by Instagram (67%), Facebook (61%) y YouTube (59%). It is surprising that he Printed email He still occupies the sixth place, with 45% of professionals who use it.

Then they appear The podcasts (26%especially in Germany) and WhatsApp (25%). As to Tiktokthe Chinese platform that has gained great popularity in recent years, 24% already uses it, while 13% still do not, but plans to develop it in the future.

Marketing trends that mark the future

Not all the trends indicated by the great advertisers coincide with the priorities of the other professionals in the sector. For example, the programmatic advertising It is barely seen as a priority by 38.3%, while the Elimination of third -party cookies Receive more attention, with 47.7%.

In contrast, the Connected televisionwhich is presented as an alternative to the decrease in traditional television consumption among young people, was only pointed out as a key by a 32,2% of the participants.

The impact of artificial intelligence on searches

The irruption of tools such as Google with AI and Chatgpt It is transforming the way users seek information. According to the report, the Search with artificial intelligence occupies the fifth of the main trends, with a 80,7% of respondents.

However, the concept of “Searches without clicks”, in which Google responds directly without redirecting the company’s website, is less recognized: just one 47,5% He considers it a key issue. This action that is increasingly common, has already caused An important fall in web traffic from spring of 2025.

Social networks: the engine of communication

Las social networks They are consolidated as the ideal platforms to transmit directly proposals and promote public participation. Among them, the Short videos Tiktok, Instagram and YouTube stand out as the main format: three out of four specialists use them daily (74.4%).

The study also reflects that the collaboration between Companies (50.6%) y microinfluencers (50,3%)considering them as new digital sales formulas. In the Dach region, the Social trade (49.7%) and the models of direct sale to consumer (46.6%) They are positioned as increasingly usual strategies and strategies.