Remember those bold predictions we made about digital marketing in 2025? Well, we couldn't wait for the year to end before checking how right (or wrong) we were. Turns out, we've been surprisingly on point about some major shifts in the digital landscape.
Google has taken some serious legal hits already this year. After losing their search monopoly case to the DOJ, they're now facing potential remedies that could fundamentally reshape their business—from spinning off Chrome (valued at $15-20 billion) to losing those exclusive deals that keep them as the default search engine on your devices. And just weeks ago, they lost another massive case around their ad tech practices. Could this really be "the beginning of the end" for Google as we predicted? Despite the legal troubles, they still command roughly 90% of search market share, leaving marketers with little choice but to continue using their platforms while dealing with rising costs and diminishing controls.
Meanwhile, our prediction about the continued exodus from X (formerly Twitter) has proven accurate, with user numbers down 15% in the US and 12% in the UK. But where are those users going? Not necessarily where we expected. Threads may have activated advertising, but engagement remains questionable, while LinkedIn shows surprising growth among both Gen Z and Baby Boomers. And what about those predicted social media bans for teenagers? While Australia has implemented restrictions, other countries are still weighing their options—though regulatory pressure is clearly building.
For marketers navigating all of this, our advice remains straightforward: test thoroughly, focus on creating quality content that resonates with your specific audience, and stay adaptable as platforms rise and fall. The fundamental principles of effective marketing persist even as the digital ecosystem evolves around us.

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