Discover how martech, AI, and streaming platforms are reshaping strategies for B2B marketers and advertisers.

Review of today's digital highlights 

1. B2B Marketers Prioritize Martech Over SEO

According to eMarketer, B2B marketers are increasingly allocating budgets toward marketing technology (martech) solutions while deprioritizing traditional SEO efforts. 

In 2025, digital marketing is undergoing a significant transformation, with B2B marketers increasingly prioritizing marketing technology (martech) over traditional SEO efforts. According to eMarketer, US B2B marketers are projected to spend $8.71 billion on martech in 2024, marking a 13.4% year-over-year increase . EMARKETER

Digital Marketing Implications:

This shift indicates a trend where B2B organizations are focusing on tools that offer immediate insights and automation capabilities. While martech enhances efficiency, neglecting SEO could impact long-term organic visibility.

Action Steps:

• Balance Investments: Ensure that while adopting martech solutions, SEO strategies are maintained to support sustained organic growth.

• Integrate Tools: Utilize martech platforms that complement and enhance SEO efforts.

• Continuous Monitoring: Regularly assess the performance of both martech and SEO initiatives to optimize ROI.The MTM Agency

Core Insight: This shift indicates a trend where B2B organizations are focusing on tools that offer immediate insights and automation capabilities. While martech enhances efficiency, neglecting SEO could impact long-term organic visibility.

Takeaway: Ensure that while adopting martech solutions, SEO strategies are maintained to support sustained organic growth.

Is the emphasis on martech leading to an over-reliance on automation at the expense of foundational marketing practices like SEO? Neglecting SEO could result in decreased organic visibility and long-term brand discoverability.

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2. Advertisers Push for Standardized Retail Media Metrics

As retail media networks (RMNs) expand, advertisers are advocating for standardized measurement metrics to better assess campaign performance across platforms.  As retail media networks expand, advertisers are advocating for standardized measurement metrics to better assess campaign performance across platforms. The lack of uniform metrics in RMNs creates challenges in evaluating and comparing campaign effectiveness.EMARKETER 

Digital Marketing Implications:

Standardization would enable more accurate benchmarking and informed decision-making, allowing advertisers to optimize their retail media investments effectively. The lack of uniform metrics in RMNs creates challenges in evaluating and comparing campaign effectiveness. Standardization would enable more accurate benchmarking and informed decision-making.

Action Steps:

• Engage with Industry Bodies: Participate in discussions and initiatives aimed at developing standardized metrics.

• Collaborate with RMNs: Work closely with retail media partners to understand their measurement methodologies and advocate for transparency.

• Internal Alignment: Develop internal frameworks that can adapt to varying metrics while awaiting industry-wide standardization.

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3. Meta Highlights Synergy Between AI and Video Content

At the NewFronts, Meta emphasized the complementary strengths of artificial intelligence (AI) and video content, particularly on platforms like Reels. The integration of AI with video content allows for more personalized and engaging user experiences. Marketing Dive

Digital Marketing Implications:

The integration of AI with video content allows for more personalized and engaging user experiences.  Marketers can leverage AI to optimize video performance and better connect with audiences, enhancing engagement and conversion rates.  Invest in AI-driven video strategies by utilizing AI tools to analyze viewer behavior and tailor video content accordingly, focusing on creating compelling short-form videos that resonate with target demographics. 

Action Steps:

• Invest in AI-Driven Video Strategies: Utilize AI tools to analyze viewer behavior and tailor video content accordingly.

• Optimize for Short-Form Video: Focus on creating compelling short-form videos that resonate with target demographics.

• Measure Engagement: Track key performance indicators to assess the effectiveness of AI-enhanced video campaigns.FourFrontEcorfy+3Ignite Visibility+3The MTM Agency+3

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4. Snapchat Unveils AI-Powered Advertiser Solutions

Snapchat has introduced new tools for advertisers, including AI-powered solutions and updates to its Sponsored Snaps product, aiming to enhance ad performance and reach. 

Digital Marketing Implications:

The integration of AI into advertising tools signifies a move toward more efficient and personalized marketing. These advancements can help brands better target their audiences and optimize ad performance.

Action Steps:

• Explore AI Tools: Incorporate Snapchat's AI solutions to enhance ad targeting and personalization.

• Update Creative Strategies: Adapt ad content to align with the capabilities of the new tools, ensuring relevance and engagement.

• Assess Impact: Regularly review campaign metrics to determine the effectiveness of AI-driven ads and refine approaches as needed.
  
  Do you have a Snapchat Strategy, ask our team how to create one.

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5. Disney Positions Streaming as Core Growth Platform

Disney is emphasizing its streaming services as a central component of its growth strategy, adjusting its advertising playbook to reflect this focus. Marketing Dive

Digital Marketing Implications:

The shift highlights the increasing importance of streaming platforms in reaching audiences. Marketers should consider allocating more resources to streaming services to capitalize on their growing viewership and engagement levels.

Action Steps:

• Invest in Streaming Ads: Explore advertising opportunities within streaming platforms to reach targeted demographics.

• Create Platform-Specific Content: Develop ad content tailored to the unique formats and audiences of streaming services.

• Monitor Trends: Stay informed about changes in streaming consumption to adjust strategies proactively.

Lightning Round

• Trend to watch? AI-driven personalization in video marketing.

• Overrated metric? Click-through rates without context.

• Underrated channel? Organic SEO for long-term visibility.

• Emerging platform? Retail media networks with standardized metrics.

• Biggest risk? Over-reliance on automation diminishing creative uniqueness

Codedesign Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs. Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

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