From Metrics to Moderation: 8 Shifts That Matter This Year

Digital Intelligence
Written By megan hammons

With help from ChatGPT, an avid reader of the Digital Intelligence Report, especially when I make it read the newsletters, here is a summary of the major trends we are seeing over the past three months of the year. 

  • AI Integration: Increasingly influential across content creation, search, analytics, video, and programmatic advertising. Marketers must proactively adapt and train others in AI use.

  • Search Evolution: SEO is being reshaped by AI-driven changes. Fundamentals remain, but user behavior and technical nuances are shifting.

  • Analytics & KPIs: Pressure is mounting for clearer, ROI-tied reporting. Misunderstood or misused KPIs often cloud campaign effectiveness.

  • Social & Video: Social platforms continue to innovate with AI influencers, new features (e.g., Instagram Blend), and evolving moderation models. Video marketing is exploding in strategic importance.

  • Email & Content: Personalization, quality, and unique human input remain crucial. Email metrics and storytelling are key to retention and performance.

  • Programmatic & Privacy: Transparency in ad platforms and increasing privacy legislation (e.g., TAKEITDOWN) demand attention.

Based on what we covered in the first two months of the year, what should digital marketers be doing

1. Data & Analytics Must Improve

Surface-level metrics (e.g., open rates, CTRs) aren’t enough. Marketers need to tie KPIs to business outcomes and learn how to tell meaningful stories from the data.

Data fluency is a competitive edge—many in the industry still misunderstand what constitutes a true "insight."


2. AI is Changing Everything—Fast

AI is deeply embedded in content creation, search, analytics, video, email, and even influencer marketing.

  • Train teams on how to use AI responsibly.

  • Audit entire digital footprints for AI-readiness (not just websites).

  • Stay alert to platform AI assistants (like Meta’s Llama 4).

  • AI-generated content is easy but may lack authenticity—human input remains vital for uniqueness and trust.

3. SEO & Search Are Evolving Rapidly

  • AI Overviews and non-Google search engines (like Bing) are gaining importance.

  • Best practices for SEO are shifting: internal linking, sitemap updates, and content experience now matter more than outdated tricks.

  • Search ads can appear in unexpected positions (top and bottom), and old assumptions about keyword matching no longer apply.

4. Social Media is Fragmenting

  • Each platform has its own rhythm and expectations—don’t apply one strategy across all.

  • New features are constantly emerging:

    1. Instagram: AI comments, reposts, Blend (DM + Reels), collaborative Stories.

    2. LinkedIn: Enhanced Premium Company pages, video optimizations.

    3. TikTok: Dominates livestreaming, faces political/legal hurdles.

  • Image specs and posting times matter, but only after ensuring quality, platform-fit, and relevance.

5. Email & Content Are Still Workhorses—If Used Right

  • Email performance must be measured beyond open rates—consider interaction and conversion.

  • Interactive emails and platform changes (especially Gmail) are reshaping the channel.

  • Content that is authentic, helpful, and tailored earns more trust and sales than pure product pushes.

6. Programmatic Advertising is Growing—But Not Perfect

  • Transparency issues (e.g., unclear platform take rates) and privacy headwinds persist.

  • Audience targeting data may be unreliable—marketers must test and verify.

  • Platforms like The Trade Desk and Amazon are competing aggressively.

7. Video and Audio Are Underused B2B Tools

  • YouTube is evolving and still dominant—20 years in.

  • Podcasts are proving powerful for B2B engagement, but adoption is still limited.

  • AI tools are increasingly available to boost production efficiency and optimize performance.

8. Privacy, Fraud, and Platform Shifts Require Vigilance

  • Laws like TAKEITDOWN are gaining momentum—be aware of legal responsibilities.

  • Ad fraud, especially in mobile, remains a serious issue.

  • Content moderation has gone manual on many platforms, which affects brand safety and reach.


Top Chart:

megan hammons
Next

Crisis Communication: Why Investing Now Can Save Your Brand Later