Advertising trends in marketing (where businesses should invest their money)

The advertising landscape is rapidly evolving, with digital channels taking center stage and traditional media declining. DataReportal research shows that over 5.56 billion people worldwide use the internet as of 2025, representing 67.9% of the global population¹. This majority highlights the need for businesses to ride new trends, adapt their advertising strategies, and leverage the right channels to reach their target audiences effectively.

Digital advertising: the dominant force

Digital platforms like Meta and Google have become the dominant force in advertising, commanding a significant share of advertising spending worldwide. This trend is expected to continue, with reports by Statista predicting that 80% of total advertising spending will come from digital sources by 2029², underscoring the importance of digital advertising channels for businesses.

Here's a breakdown of the key types of digital advertising channels used today:

• Search Engine Marketing (SEM)
• Social Media Advertising
• Display Advertising
• Video Advertising

These types of digital advertising channels offer several benefits, such as:

• Targeted Reach: Reach users based on demographics, interests, and behaviors.
• Measurable Results: Track key metrics like impressions, clicks, and conversions to measure campaign performance and optimize strategies.
• Cost-Effectiveness: Compared to traditional media, digital advertising often offers a more cost-effective way to be seen by a large audience and achieve measurable results.

The rise of influencer marketing

What is influencer marketing? It is essentially a type of marketing that involves engaging influential people on social media to promote a product or service. By collaborating with influencers who align with their brand and target market, businesses can leverage their credibility and reach to authentically promote their products or services.

In recent years, influencer marketing has become a powerful way for businesses to engage their target audiences with authentic content, reflecting a significant shift in advertising trends. Influencer Marketing Hub's 2025 Benchmark Report projects the industry to grow to approximately US$32.55 billion by 2025, with over 80% of marketers affirming its effectiveness³.

Difference between micro and macro influencers

Influencers can be broadly categorized based on their follower count. However, it's good to note that these are just general figures that will differ by platform and niche. Here are the common categories:

• Nano-influencers: 500 - 10,000 followers
• Micro-influencers: 10,000 - 100,000 followers
• Mid-tier influencers: 100,000 - 500,000 followers
• Macro-influencers: 500,000 - 1 million followers
• Mega-influencers: More than 1 million followers

Micro-influencers typically have a smaller but highly engaged niche audience, while macro-influencers offer broader reach and greater brand awareness potential. Choosing the right type of influencer depends on your marketing goals, target market, and budget. Hence, learning how to create a marketing budget that includes influencer marketing costs can help you maximize your ROI and achieve your campaign objectives.

Measuring influencer marketing ROI

Measuring the return on investment (ROI) for influencer marketing can be challenging, but it's crucial for evaluating campaign effectiveness. Setting clear goals, tracking key performance indicators (KPIs), and using tools like unique discount codes or affiliate links can help measure the impact of influencer campaigns on brand awareness and sales.

Content marketing: building trust and authority

What is content marketing? Simply put, it is the strategic generation and sharing of content to attract and retain a defined audience. Today, it plays a vital role in establishing thought leadership, building trust with customers, and driving long-term brand loyalty.

According to the Content Marketing Institute and MarketingProfs, 63% of content marketers report that content marketing has helped them build customer loyalty⁴. Various content formats can be utilized, including blog posts, articles, infographics, videos, and ebooks.

Creating valuable content

The key to creating good content is developing high-quality and original material that engages readers. This involves understanding their needs, interests, and pain points. To do so, you can conduct research, brainstorm creative ideas, and utilize storytelling techniques to craft content that resonates with your audience.

Content marketing for international audiences

When targeting international markets, adapting your content to different cultural contexts and languages is essential. Localization ensures your content resonates with diverse audiences and avoids potential cultural faux pas. This involves not only translating the text but also ensuring that the messaging, tone, and visuals are appropriate for the target culture.

International marketing: reaching global audiences

Entering international markets presents unique challenges and opportunities. Businesses must adapt their strategies to different cultural contexts, languages, and consumer behaviors to succeed in global markets.

Market research and targeting

Thorough market research is key to understanding your target audience and developing a good international market entry strategy. This involves analyzing demographics, cultural values, consumer preferences, and market trends. Adapting your messaging and advertising assets to resonate with local cultures is also essential.

Measuring international marketing ROI

Measuring the ROI of international marketing campaigns can be complex, as it involves considering various factors such as brand awareness, lead generation, and sales conversions in different markets. However, it is pivotal in any international market entry strategy to help you evaluate the effectiveness of your campaigns and optimize your strategies. Additionally, there are a range of tracking tools available that can help analyze website traffic data and monitor social media engagement.

DHL Express: supporting your international marketing efforts

DHL Express can support your entry strategy into international markets by providing efficient and reliable delivery, ensuring your products reach your global customers seamlessly.

• Global shipping solutions: Reach customers worldwide with DHL Express' extensive international network and diverse shipping options.
• E-commerce integration: Facilitate cross-border transactions and streamline order fulfillment with DHL Express' e-commerce integration solutions.
• Customs clearance and documentation support: Navigate complex customs regulations and shipping documentation to ensure smooth clearance of your shipments with DHL Express' international logistics expertise.
• Marketing resources and expertise: Access marketing resources and insights to support your international expansion efforts.

Investing wisely in advertising

The advertising landscape evolves rapidly, and businesses need to stay updated on new trends and strategies to succeed. By diversifying your advertising mix, leveraging digital channels effectively, and tracking your results, you can optimize your campaigns and achieve your marketing goals.

Partnering with an international courier like DHL Express can further enhance your international marketing efforts by ensuring efficient delivery of your products to customers worldwide. If you want to expand your business globally and optimize your advertising strategies, open a DHL Express business account today to access our comprehensive shipping solutions and international logistics expertise.