Loop Digital March Digital Marketing Industry Update 2025

Read time: 17 minutes

As we dive into March, the digital marketing landscape continues to evolve at breakneck speed. This month has delivered a wealth of important developments, ranging from sweeping AI-powered updates to Google’s search and advertising ecosystem, to social media policy shifts and renewed scrutiny of big tech by global regulators. 

As a digital marketing expert, if you’re refining your SEO strategy, exploring AI enhancements, or keeping up with changes in platform compliance, there’s something here for everyone.

Let’s explore the major stories, innovations, and challenges that defined March 2025, and what they mean for your marketing strategy.

Digital Marketing Highlights

Google March 2025 Core Update: Real Volatility or Tool Errors?

Recent observations from industry experts have pointed to significant fluctuations attributed to Google’s March 2025 Core Update. While some data shows high volatility impacting website rankings, debate remains as experts question whether monitoring tools are accurately capturing these shifts. Website owners should monitor closely, validate changes directly through Google Search Console, and prepare for potential adjustments to SEO strategies to maintain rankings.

Deep Pages Dominate Google AI Overviews Citations

A recent study reveals that 82% of citations within Google’s AI-generated search overviews link to deep pages rather than home pages. This trend highlights the importance of well-structured, detailed content deep within websites, enhancing the significance of comprehensive SEO strategies targeting in-depth, informative pages. Marketers should prioritise optimising deep content for AI-driven search enhancements.

Google Assistant Set to be Replaced by Gemini

Google plans to phase out its existing Google Assistant in favour of Gemini, its advanced AI model. Gemini promises more sophisticated conversational abilities, natural language understanding, and improved user experiences, signifying a substantial leap forward in how users will interact with voice-enabled devices and digital assistants. Brands should prepare for shifts in consumer interactions and voice search strategies.

Google Analytics Introduces Percentages and Issue Notifications

Google Analytics has updated its reporting features, now clearly displaying data percentages within reports. It also offers proactive notifications to flag issues, enabling marketers to quickly identify and resolve anomalies, improving data clarity and decision-making efficiency. These enhancements allow businesses to gain clearer insights and make more informed strategic choices.

SMB Websites Benefiting from AI-driven Traffic

Small to medium-sized business websites have experienced notable traffic increases, driven by ChatGPT and other AI-powered search engines. This development demonstrates the potential for SMBs to leverage AI-focused content strategies to attract more organic visitors and enhance visibility. SMBs should consider adapting their content and SEO practices to optimise AI-driven search experiences.

YouTube Surpasses 1 Billion Monthly Podcast Listeners

YouTube has reached a major milestone, attracting over 1 billion monthly podcast listeners globally. This achievement emphasises podcasts’ growing prominence on the platform, presenting brands with substantial opportunities to engage expansive audiences through audio-visual content. Companies should explore strategic podcast partnerships or branded podcast initiatives to tap into this massive and growing audience segment.

Generative AI Adoption Hesitancy Among CMOs

Despite the transformative potential of generative AI in marketing, Gartner reports that 27% of Chief Marketing Officers remain cautious about adopting this technology, citing concerns about accuracy, security, ethical considerations, and ROI. Marketers need further education, robust training programs, and evidence-based case studies to fully embrace generative AI benefits, ultimately ensuring competitive advantage.

Google Faces Fresh EU Charges on Search Bias

Google continues to face regulatory scrutiny as the European Union officially charges the company with search result bias favouring its own products. This ongoing legal challenge may lead to significant changes in Google’s search practices and could set precedents affecting the broader digital marketing landscape. Marketers should monitor developments closely to anticipate and adapt to potential regulatory-driven shifts.

Significant Cuts Affect Senior Marketing Roles

Approximately 25% of brands have reduced their senior marketing teams amid economic pressures. This trend highlights shifting organisational priorities and increased pressure on marketing departments to deliver quantifiable results with leaner structures, often leveraging automation and AI. Companies should focus on efficiency, technology adoption, and measurable outcomes to adapt effectively.

Google Addresses Review Count Issues

Google has resolved the majority of issues related to incorrect business review counts, although a few problems persist. Businesses should regularly verify their review data, ensuring accuracy as consumer decisions heavily rely on authentic, accurate reviews. Companies should also proactively engage with customers to encourage genuine, frequent feedback to maintain trust.

OpenAI and Reddit Discuss $70M Licensing Agreement

OpenAI is reportedly negotiating a significant $70 million licensing deal with Reddit, aiming to access Reddit’s extensive user-generated content to further train its AI models. This highlights the increasing value of user-generated data for AI development and presents potential new revenue opportunities and strategic partnerships within the content and technology sectors.

Google’s Meridian Marketing Measurement Tool Now Widely Available

Google’s Meridian, its advanced marketing measurement and analytics tool, is now accessible to all users. Meridian offers improved campaign tracking, insights, audience segmentation, and ROI assessments, empowering marketers to refine strategies based on precise performance analytics. Businesses should integrate Meridian into their analytics suite to enhance marketing effectiveness and accountability.

AI-generated Backgrounds Tested for Google Shopping Ads

Google is experimenting with AI-generated backgrounds for Shopping Ads, potentially enhancing ad visuals dynamically and personalising experiences based on user preferences. Advertisers have the option to opt-out, giving them control while benefiting from visually appealing, AI-enhanced product presentations. Brands should test these new visual capabilities to potentially increase ad engagement and conversion rates.

SEO Highlights

Google Drops Review Counts for Non-Shopping Results

Google has ceased showing review counts for non-e-commerce search results, now limiting this feature exclusively to shopping-related queries. Businesses outside the retail sector should adapt by focusing more on high-quality content and relevance rather than relying solely on review counts for visibility. This shift signals Google’s focus on transactional intent over general trust signals.

Google May De-index Unused Pages

Google has clarified that web pages rarely engaged by users may eventually be removed from its index. Website managers should regularly audit their content, ensuring all indexed pages provide genuine value to users, maintaining SEO integrity. Using tools like heatmaps and analytics can help identify low-engagement pages.

Google Surpasses 5 Trillion Searches Annually

Google now processes over 5 trillion searches per year globally, reflecting substantial ongoing growth in digital information demand. Businesses must prioritise robust, data-driven SEO strategies to stay competitive in an increasingly crowded digital marketplace. This milestone reinforces the need for continuous keyword and intent research.

Brand Familiarity Drives Search Clicks

59% of users report that they prefer clicking on known brands within search results, indicating the critical importance of brand-building activities. Companies should prioritise consistent branding, reputation management, and presence across multiple digital channels. SEO should work hand-in-hand with PR and social strategies to reinforce brand trust.

Perceived Decline in Google Search Usefulness

A recent survey found that 42% of users believe Google Search has become less useful, potentially due to complexities introduced by AI-generated summaries. Marketers must focus on clear, concise, and highly relevant content to improve user experience and maintain search visibility. Addressing user intent and avoiding keyword stuffing is more critical than ever.

AI Overviews Display Greater Volatility

Google’s AI-generated overviews are reportedly experiencing higher volatility compared to traditional organic rankings. SEO professionals need to stay vigilant, continuously monitoring these rapid fluctuations and adjusting strategies accordingly. Testing content formats and tracking performance across AI overview placements will become a new norm.

AI Overviews Expanding into Google Lens Results

Google’s AI-generated overviews have started appearing more frequently within Google Lens search results, highlighting an expanding AI influence across multiple search mediums. Businesses should consider image optimisation strategies alongside SEO to maximise their visibility. Ensuring accurate alt text and structured data can aid inclusion.

Google AI Overviews Linking Back to Own Search Results

Google’s AI-generated summaries have been found linking directly back to Google’s own search result pages, raising concerns about fairness and transparency. Businesses and digital marketers must closely observe developments to anticipate potential changes in Google’s search landscape. This self-referencing behaviour could impact traffic allocation.

Google News to Automate Publication Pages

Google News is set to introduce automated publication pages starting in March, streamlining content publication processes. Publishers should prepare for adjustments to their news SEO strategies to capitalise on enhanced automated features. Keeping metadata consistent and accurate will be essential.

Minimal YouTube Views from Google Search

A Google lawyer stated that fewer than 1% of YouTube views originate directly from Google Search. Brands should diversify content promotion strategies beyond relying solely on traditional search to drive video engagement. Consider platforms like Shorts, embedded players, and cross-promotion via social media.

Google Launches ‘Ask for Me’ Search Feature

Google has launched ‘Ask for Me,’ a feature enabling users to have Google proactively provide information based on previous interactions and preferences. This emphasises personalised, proactive search experiences, pushing marketers to enhance personalisation in SEO practices. Content tailored to personas and search history will become increasingly important.

Google Tests New-Look Search Results in the EU

Google is trialling redesigned search result formats within the European Union, potentially reshaping user interaction with search results. Marketers operating in the EU should closely follow these tests and prepare to swiftly adapt strategies to changes in search result presentation. Visual hierarchy and rich results may become more influential.

Paid Media Highlights

Greater Search Term Visibility for Performance Max Campaigns

Google has introduced enhanced visibility for search terms within Performance Max campaigns. Advertisers can now view a more detailed breakdown of what queries are triggering their ads, and, crucially, they can exclude specific negative search terms where needed. This improvement provides greater control and helps improve campaign efficiency by cutting spend on irrelevant clicks. It also allows advertisers to better understand customer intent and refine creative messaging accordingly.

Microsoft Enforces Consent Compliance Deadline

Microsoft Advertising will require all advertisers to meet new consent compliance standards by 5 May 2025. Non-compliance may lead to disruptions in data tracking and campaign performance. Advertisers using Microsoft platforms must ensure proper consent mechanisms, particularly for user tracking and cookies, are in place to avoid penalties or ad delivery issues. Businesses operating internationally should review regional privacy regulations to ensure full compliance.

Bing Displays Up to 7+ Sponsored Listings

Bing has significantly increased the number of sponsored listings in its search results, now showing as many as seven ads above organic content. This move heavily prioritises paid placements and may impact organic visibility. Advertisers may benefit from greater exposure but should also monitor performance shifts, potential increases in CPCs, and overall ROI to justify spend.

Google Tag Manager and Google Ads Integration Update

From April, Google will update how Google Tag Manager interacts with Google Ads. Ad tags will now load first, ahead of event tracking, to improve accuracy. Additionally, advertisers can now enable enhanced conversions directly from tag settings, simplifying the implementation process and improving conversion data collection. This change is particularly beneficial for e-commerce businesses aiming for more accurate purchase tracking.

Negative Keyword Limits Increased in Performance Max

Google has increased the negative keyword limit for Performance Max campaigns from 100 to 10,000 entries. This expanded limit offers far more flexibility for advertisers looking to tightly control where and how their ads appear, allowing for more refined targeting and budget control. It is especially useful for large-scale campaigns spanning multiple product categories.

Search Max Beta Expansion and AI Optimisation

Google is expanding access to its Search Max beta, which introduces advanced features like expanded search term matching that goes beyond traditional keyword and match-type settings. The system uses landing pages, headlines, and descriptions to dynamically pair the most relevant elements together. AI-generated ad assets, such as headlines and descriptions, are now also being tested within this beta, streamlining creative production. Advertisers should monitor performance metrics to determine how AI-generated components compare with manually created ads.

Price Transparency in Google Shopping Listings

Google Shopping listings are now displaying the final checkout price to increase transparency for users. Merchants who manipulate pricing by increasing it at checkout risk suspension from the Shopping programme. Clear, consistent pricing from product feed to checkout is now more important than ever for compliance. Advertisers should audit product listings regularly to ensure data accuracy and maintain trust with shoppers.

Meta Encourages Google Analytics Integration

Meta is urging advertisers to connect their Google Analytics accounts to Meta Ads. Those who complete the integration will be the first to benefit from new system updates. This move suggests closer interoperability between major platforms and encourages a more holistic view of user journeys across ecosystems. Integrating analytics can enhance attribution and provide deeper campaign insights.

Google Local Services Ads Pull in Booking Links

Google Local Services Ads now incorporate booking links directly from verified Business Profiles. This integration allows users to book appointments or services directly from search results, improving convenience and potentially increasing lead conversions. Local businesses should ensure their booking systems are seamlessly integrated and up to date.

Google Ads Performance Usefulness Indicator

Google has released a new Performance Usefulness Indicator for Performance Max campaigns. The tool provides insights into how useful selected search themes are at driving incremental traffic, rather than simply overlapping with existing efforts. This empowers advertisers to fine-tune targeting for maximum reach. Marketers can use the indicator to identify underperforming segments and optimise campaign structure.

Mandatory Brand Asset Updates in Google Ads

Google Ads has made it compulsory for advertisers to update their business names and logos within brand assets by March 2025. Failing to do so may affect ad appearance or eligibility. These assets play a critical role in building brand trust and consistency across ad placements. Updating assets also helps maintain a polished, professional brand presence across the Google ecosystem.

New Prediction Model for Landing Page Navigation

Google Ads has rolled out an improved prediction model to assess landing page navigation quality. Pages that are difficult to navigate or slow to load may see their ads deprioritised in favour of those offering smoother user experiences. Marketers should ensure their landing pages are fast, mobile-friendly, and intuitive. Performing regular audits and usability testing will help maintain strong ad relevance and placement.

Simplified Conversion Tracking with Tag Manager Enhancements

Google Ads has introduced new features in Tag Manager that simplify conversion tracking. These include codeless event detection and more flexible form submission tracking. These updates reduce reliance on developer resources and help advertisers track key actions more efficiently. This is particularly beneficial for SMEs that may not have dedicated technical support.

AI Overviews Lowering Organic and Paid CTRs

Google AI Overviews are contributing to a drop in both organic and paid click-through rates. However, data shows CTR actually increases when a brand is featured within the AI overview. This presents both a challenge and an opportunity, brands must work to be included in overviews to benefit from visibility. SEO and paid teams should collaborate to maximise AI overview presence through content relevance and authority.

Social Media Highlights

LinkedIn Adds Calendly Integration for Profile CTA Buttons

LinkedIn has introduced a new integration with Calendly, allowing users to add booking links directly to their profile call-to-action (CTA) buttons. This feature provides a seamless way for professionals to schedule meetings, consultations, or discovery calls, helping to drive more direct engagement from profile visits. Particularly useful for consultants, sales professionals, and recruiters, this update improves LinkedIn’s utility as a lead-generation platform.

Meta Launches Community Notes on Facebook and Instagram

Meta has started rolling out Community Notes, a feature designed to crowdsource fact-checking and contextual information on both Facebook and Instagram. Similar to Twitter’s Community Notes, this initiative aims to improve content accuracy and fight misinformation. It marks a step towards more transparent social media experiences, where users can see additional context on trending or controversial content.

Meta Expands Google Analytics Integration for Advertisers

Meta is inviting more advertisers to link their Google Analytics accounts to Facebook and Instagram ad campaigns. This integration enables more comprehensive cross-platform performance tracking and better attribution insights. Brands leveraging both Google and Meta advertising can now gain a fuller picture of the customer journey, optimise ad spend, and improve overall campaign results.

TikTok’s $30 Billion Ad Boom Faces US Uncertainty

TikTok’s meteoric growth in advertising revenue, expected to surpass $30 billion, faces potential disruption in the United States amid regulatory scrutiny and political pressure. While the platform remains popular globally, advertisers targeting the US market are urged to monitor the situation closely, consider contingency plans, and diversify their media mix as uncertainty continues.

Meta Reportedly Considering $200B in Additional AI Investment

Meta is reportedly exploring a substantial $200 billion investment in artificial intelligence to boost its capabilities across Facebook, Instagram, and the Metaverse. This potential move reflects the tech giant’s aggressive stance on AI innovation and could transform how content is moderated, personalised, and advertised across its platforms.

Facebook Now Deletes Live Videos After 30 Days

Facebook has updated its video policies to automatically delete live videos 30 days after broadcast unless saved or repurposed. This change affects content creators and brands who rely on long-term access to live streams for engagement or republishing. Creators should consider backing up important videos and repurposing content promptly to avoid data loss.

Meta Removes Manual Audience Targeting from Advantage+ Catalogue Ads

Meta has announced that manual audience types will be removed from Advantage+ catalogue ads, pushing advertisers toward AI-driven automated targeting. This is a significant shift in Meta’s ad strategy, as it relies increasingly on machine learning to deliver relevant ads at scale. While automation can improve performance, advertisers may need to test and trust Meta’s algorithms more than ever before.

Web and Design Highlights

Critical Security Flaw in All-in-One WP Migration Plugin

A high-severity vulnerability has been discovered in the popular All-in-One WP Migration and Backup plugin, which is installed on over 5 million WordPress sites. The flaw exposes websites to potential data breaches or exploitation if left unpatched. Site administrators are urged to update the plugin immediately and monitor for suspicious activity.

Security Forecast: Vulnerability Disclosures Set to Increase in 2025

FIRST, a global security organisation, predicts a sharp rise in security vulnerability disclosures in 2025, compared to previous years. As more platforms, apps, and plugins expand their digital footprints, cyber risks are expected to follow. Web designers, developers and security teams should prioritise regular vulnerability assessments and security updates.

WordPress Offers 100-Year Domain for £1,600

In a unique offering, WordPress.com is now allowing users to purchase a .com domain for 100 years with a one-time payment of £1,600. This service targets legacy planning, long-term brand ownership, and institutions seeking domain permanence. While niche, it reflects increasing interest in long-term digital estate management for both individuals and organisations.

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