In recent years, the popularity of internet marketing has grown significantly. It may sound obvious, but with such a massive number of new digital technologies and platforms available for marketing, there has never been a more exciting time to dive into advertising, build your brand presence online, and dedicate most of your time to it. Still, no matter how thrilling and engaging marketing may seem, the key to a successful strategy and its execution is knowing which specific marketing technologies and platforms are best suited for your business — so you can achieve maximum return on investment.
This year, some platforms, technologies, directions, and trends have already become popular. Others are just starting to gain traction. Today, we’ll look at all of them (well, almost all) so that our readers can see just how multifaceted online marketing really is — and how many different, seemingly hidden, opportunities there are to present your company and share your brand with the widest possible audience.
Just a heads-up: there won’t be too many images today.
The Shadow Social
How do we usually communicate with friends or colleagues via private messages? Quite often, we share links to articles, images, videos, music. And just like that — we’ve become part of the “shadow social” network for the brand or company behind those links. You see, all that content — articles, photos, videos — gets distributed not only through social media channels but also through less controllable platforms that marketers often overlook because tracking them is difficult.
This is what dark traffic, the shadow social, or dark social (many names, one idea) refers to — when people share content through private channels.
Examples of private channels include:
Why is it called “dark” social? Because platforms like Google Analytics and Yandex.Metrica typically categorize these kinds of link visits as direct traffic — as if someone typed the URL manually. Usually, referral traffic is identified through specific “tags” added to a link. But with dark social, those tags are missing. Messaging apps and email don’t include the code blocks that analytics systems use. The result: it's hard to track — though not impossible. But that’s a topic for another time.
Still, brands shouldn't ignore dark social, since more than half of all social sharing happens through these private channels. That means brands need to start incorporating chat, chatbots (which we've already covered), and messaging apps into their marketing strategy.
Micro-Interactions
Mobile websites and apps are essential for increasing the number and quality of micro-interactions, also known as micro-moments. What are we talking about? Today, it’s not every other person — it’s literally everyone who uses their smartphone not just to make calls or send messages, but also to search for information or shop online. Successful brands know this — and work to ensure that in the exact moment of need, the user turns to them for a solution.
Let’s make it clear with an example. Think of online retailers like Podruzhka, L’Etoile, Wildberries, or Utkonos. They all offer different types of products at different price points. But they all allow customers (like you and me) to either visit a store, use a mobile app, or shop via their website. Some operate only online, others also have retail locations. But these brands are already top of mind — and that’s why they’re the ones we think of first when we urgently need to buy something (powder or a bunch of groceries for a holiday, for instance). And since most of us don’t always sit at our PCs, having a mobile-friendly site or app is incredibly convenient. After all, it’s usually our phones we have in hand.
The same applies to informational brands or media. Things happen constantly in the world, and if they’re related to your brand’s niche, you need to respond quickly. Give people access to the information they need — fast.
Plus, being able to deliver instant, one-way access to relevant information builds trust and helps create long-term customer relationships. Don’t underestimate the importance of micro-moments in your marketing strategy.
Authority and Influence
Another trend gaining momentum in online marketing is authority — or Influencer Marketing. In other words, promoting a product or service through the trusted voice of a person, platform, or character. This type of advertising is especially powerful when targeting local customers, and it's most visible in regional social networks. Influential figures are typically people who already have — or can quickly gain — significant sway on a particular platform.
The easiest example? Bloggers. Especially those with large follower bases. Even people who aren’t officially subscribed still engage — they like, comment, watch, and read. And because those followers trust their opinions, it's easier and more natural to promote products or services through them. People trust their reviews — whether it's about tires, face lotion, or a pizza place. You’ll find these influential personalities across every major platform: Instagram, Facebook, Twitter, YouTube. They can do wonders for your online marketing. You can either include them in your strategy — or even work to become such a personality yourself (though that takes time).
Video Marketing
Video ads have been popular for years — and they’re not going anywhere. And if you think that everyone uses ad blockers and no one wants to see those 15–30 second clips, you’re only partly right. Most people don’t mind watching a quick video or two. It’s not like sitting through a three-minute ad break on TV.
Plus, people enjoy videos because they help them better understand how a product or service works — more so than just reading or looking at pictures. Many of us spend our day dealing with text, charts, and screens. So when we want to take a quick mental break, we turn to video. Whether it’s an ad, a let’s play, a short film, or a TV show — it lets us relax. And today’s ads are fun too — short stories, quirky characters (even virtual assistants like Alisa). They're enjoyable to watch.
Video is incredibly engaging marketing content — and if executed properly, it’s highly effective. Whether it’s a livestream, short-form clip, or anything in between.
Video Infographics
The value of infographics in online marketing is indisputable — even though they’re not always easy to create. You have to decide what they’ll show, how they’ll explain it, how to balance details with clarity, and how it all ties back to your brand. But trust us — even a simple infographic showing not just your brand’s achievements, but how they compare with others, can attract new clients. Why? Because infographics are easy to understand, informative, visually appealing — and people love that.
Now imagine a version of that — animated or video-based. These are sometimes featured on homepages, or used as standalone explainer videos or presentations. Interactive infographics are truly captivating. For example: millennials (a study on buying power and how generational shifts affect business), spacecraftforall (the story of the first international comet explorer — “ Explorer-59 ”), fixable (a project by the Economic Policy Institute that explains how inequality affects everyone — even when the stock market is up).
VR and AR
Let’s stick with video a little longer — because it lets brands connect with users on an emotional level. Some marketers call this a visceral experience — something that hits deep. And that’s exactly what virtual and augmented reality offer: intense emotional engagement.
Take Facebook’s Spaces service, for example. It didn’t get much media hype, and not many people know about it, but it’s a great example of immersive interaction. Brands can use it to offer virtual tours, engage users in product development, or showcase detailed 3D models for hands-on exploration. All powered by VR and AR. It’s a massive leap forward in digital marketing — and truly something special.
VR is both effective and convenient in online marketing — whether you're promoting a brand, a product, or a service. We’ve discussed this in detail before.
Native Advertising
Online ads and their visibility can change the entire direction of a marketing strategy. Native advertising is a paid format that blends naturally into the content experience. For example, while scrolling through your newsfeed or reading an article, you see a promo that fits the topic. It’s very different from the flashy banner ads that run in side columns.
Why is native advertising becoming more popular? Because pop-ups are declining in effectiveness. They’re intrusive and universally hated. They interrupt the content flow and annoy users — to the point that they stop engaging with anything in that space.
Native ads, by contrast, are subtle, functional, and often successful. They’re hard to ignore — but don’t feel aggressive. If they’re relevant, users will click. And they show that a brand respects its audience.
Voice Search
Voice assistants are everywhere now — and it’s not just Alexa, Siri, or Google Assistant. Smart home systems like Amazon Dot/Echo and Google Home can search the internet too. The wide availability of voice-enabled tech has led to a huge surge in voice-based queries — and digital marketers should take this seriously.
Voice search plays a huge role in how we choose keywords. People no longer sit at their desks typing in long queries. They just ask aloud. It’s faster and more convenient. Say someone’s walking down the street and wants to grab lunch. They ask Google, Siri, or Alice: “Where’s the nearest Shokoladnitsa café?” So when you’re working on SEO, think about what phrases someone would literally say out loud to find your product or service.
Chatbots
We’ve already talked about them in a previous article — and we’ll definitely come back to them. But let’s just say this: the combination of artificial intelligence (AI) and machine learning is going to play a huge role in marketing automation. Chatbots are already being called the future of marketing. According to The Business Times and Forrester, over 57% of global brands already use or plan to implement them. All you need to do is choose between two types: rule-based or machine learning. Rule-based bots follow pre-set flows, while AI bots are more flexible and can learn as they go (usually built on neural networks). Most companies still start with rule-based.
Conclusion
These are the key trends in digital marketing this year — and likely for the next. Maybe we didn’t cover everything in detail, but we hit the highlights. Some of you might be thinking: “Well, I was hoping for more specifics, like in web design. This feels too broad.”
But here’s the thing: trends and technologies change constantly. Falling behind means losing revenue. Challenges in online marketing arise when competitors get ahead. VR is amazing — but if your customers can’t find you, if your keywords are outdated, if your SEO strategy is weak — it’s all in vain. Everything is interconnected. You can’t focus on just one tactic and ignore the rest.
Virtual assistants, VR, AR — these innovations are thrilling. And yes, a little intimidating. But with the right mindset, the rewards outweigh the risks. Be bold. Be the first in your industry to use VR in your digital marketing plan — and people will remember you.
Trends are great, but the most important thing is to figure out what works for you and your brand’s specific strategy. And above all, be honest. In today’s world, everything is transparent — and lies get exposed quickly.