Running e-commerce is becoming complex in today’s everchanging online world, where competition turns fierce and customers expect more than just the products but an overall satisfactory experience.
If you’re looking for the latest digital trends, this article is the summary of everything you need: from internet usage trends, AI adoption, social media to e-commerce activities, we will explore how businesses can achieve their digital goals in each of these areas.
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Global Digital Marketing Trends & Smarter Strategies for 2H2025
The Global State of Digital in October 2025
Top headlines and findings in this year’s report include:
- More than 6 billion people now use the internet
- Social media users have reached “supermajority” status
- More than 1 billion people now use AI every month
Search Is Still the Engine
It’s important to understand evolving search engine use in context. Search engines remain the number one source of brand discovery for the world’s online adults, with nearly 1 in 3 internet users aged 16 and above saying that they learn about new products and services through platforms like Google and Bing. They still play a critically important role in today’s marketing mix. This is closely followed by traditional TV advertisements and social media advertising.
The World’s Favorite Social Media Platforms
Here are some of the popular social platforms based on user sentiment: WhatsApp, Instagram, Facebook and China’s WeChat top the list.
Interestingly, platform sentiment varies meaningfully by age. For example, Instagram is the clear favorite amongst younger social media users between the ages of 16 and 34, and WhatsApp only tops the charts once users pass the age of 35.
Looking Ahead: Digital Success in 2026
It’s high time for marketers to stop obsessing over the “next big thing”.
There’s a good reason why TV ads still rank second as a source of brand awareness amongst the world’s billions of online adults. Some platforms may enjoy a meteoric rise in popularity, but they cannot replace an existing favorite overnight. As a result, marketers still need to harness a mix of channels – ideally including online and offline media – in order to maximise their chances of success.
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This article is originally published by Meltwater:
Meltwater provides social and media intelligence. By examining millions of posts each day from social media platforms, blogs, and news sites, Meltwater helps companies make better, more informed decisions based on insight from the outside. Learn more at meltwater.com.
Digital Marketing FAQ
1. What is digital marketing?
Digital marketing is the promotion of products, services, or brands using online channels such as search engines, websites, social media, email, and mobile apps. It helps businesses connect with their audience where they spend time online.
2. What are the main types of digital marketing?
- SEO (Search Engine Optimization) – improving website visibility in search engines
- Content Marketing – creating and sharing valuable content
- Social Media Marketing – promoting via platforms like Facebook, Instagram, LinkedIn
- PPC (Pay-Per-Click Advertising) – paid ads on Google, Bing, or social media
- Email Marketing – sending targeted messages to subscribers
- Affiliate Marketing – promoting products through partnerships
- Influencer Marketing – collaborating with online influencers
3. How do I measure the success of digital marketing?
Key metrics include:
- Website traffic
- Conversion rate
- Cost per lead / acquisition
- Engagement rate (likes, shares, comments)
- Return on investment (ROI)
