Digital Marketing Live 2025: what are the key priorities?

It’s now an annual fixture on the calendar: Digital Marketing Live, organised by Emerce, at the Beurs van Berlage in Amsterdam. Over 100 speakers spread across six stages. Current trends are discussed (read: AI), whilst useful ‘ insights ’ drawn from business cases and panel discussions are also shared. So there’s plenty to learn. We’ll take you through the key highlights of this event.

Key Focus Area 1: SEO is changing

With the arrival of AIO, it was already clear, but it doesn’t stop there. SEO as we know it is a thing of the past; there are major changes on the horizon. A good example of this is AI Mode, which has already been rolled out in the United States, where Google provides even more specific answers to questions, complete with sources. The result: clicks are becoming even rarer.

At the same time, this means that branding is becoming even more important. Showing your face is no longer something you can avoid. SEO & Content Marketer Chantal Smink demonstrates that this, too, is becoming increasingly important within Google: search results are increasingly featuring videos. SEO and AI expert Etienne Donicie adds that ChatGPT also displays videos as part of its responses. SEO is therefore changing: no longer Search Engine Optimisation, but Search Everywhere Optimisation.

Key Focus Area 2: Full-funnel Ads for sustainable growth

Many marketers tend to focus primarily on the bottom of the funnel, but this is not a sustainable way of working. Investing in the top of the funnel, on the other hand, works like a charm! By allocating the largest budget here, you focus not only on sales activation but also on building a lasting relationship. Clients are constantly engaged and keep coming back to you, ensuring you remain top-of-mind at all times.

Key Focus Area 3: TikTok Shop is on its way

Advertising via TikTok has been possible for some time, but in the United States they are taking it a step further: TikTok Shop has now been launched there. This new marketplace makes it possible to buy directly from TikTok. Products you see in a video can now be added straight to your shopping basket – something that a younger audience in particular is very quick to do.

This changes your ‘ social ’ strategy. Organic posts are becoming increasingly important, as are collaborations with content creators. Think of creative live streams, but also eye-catching posts or informative lists in which your product or service is recommended. With the right sense of urgency, you’ll suddenly move through the funnel a lot faster!

Key Point 4: AI can also be ethical

With AI, anything is possible, but it also often attracts a fair amount of criticism. For instance, it is not sustainable and is also used for many purposes that are not necessarily ethical. BNNVARA demonstrates that it can indeed be ethical, with their new Virtual Human: Virtual Bart. Twenty-two years after Bart de Graaff’s death, they are bringing him back to life virtually, in an ethical manner: entirely in collaboration with the de Graaff family and using only AI tools that operate ethically. The result is impressive: Virtual Bart gives exactly the same answers as the real Bart would have done.

AI, yes, but also, and crucially, people

Whilst AI is the hot topic of the day, virtually every session reaches the same conclusion: the role of the marketer remains just as important. Perhaps not in quite the same way, but no less important for that. A flexible approach and the right amount of knowledge are key here; something we always prioritise highly.