Major trends in digital marketing in France in 2025
Didier AlexandreMajor trends in digital marketing in France in 2025
1. Generative AI at the heart of content creation
French companies are now integrating generative artificial intelligence into their communication strategies: newsletters, landing pages, video scripts, and marketing automation. More than half of marketing managers use it to accelerate content creation while maintaining brand consistency.
The goal is not to replace human creativity, but to enhance it. AI becomes a true intelligent assistant capable of analyzing, suggesting, and producing content at high speed, while maintaining a strong brand identity.
2. Short formats, new channels and omnichannel strategy
Short videos (Reels, TikTok, Shorts) are emerging as the dominant format. Brands are now prioritizing proximity through WhatsApp Business and opt-in direct messaging to establish a personalized relationship with their customers.
This evolution requires a more fluid and consistent omnichannel strategy:
- Unification of customer data;
- Synchronization of campaigns between digital, connected TV and DOOH;
- Performance tracking across all touchpoints.
3. Transparency, first-party data and ethics
In 2025, French digital marketing enters a new era: one of transparency and responsibility . Brands must now prioritize first-party data , that is, data collected directly from their customers with explicit consent.
Consumers expect brands to be authentic, ethical, and respectful of privacy . Ethics and sustainability are becoming as important selection criteria as price or performance.
4. Digital marketing is becoming strategic for all businesses
Digital technology is no longer just a channel; it's now a strategic lever . Small businesses, freelancers, and B2B organizations are investing in accessible and effective tools to improve their visibility, automate their processes, and better measure their impact.
- CRM tools and marketing automation;
- Data analysis and applied AI;
- Training and digital skills development.
5. Key takeaways
- Harnessing AI to amplify creativity without replacing it;
- Favor short and interactive formats ;
- Centralize data and streamline customer journeys;
- Integrate ethics and transparency into every action;
- Making digital a central lever for performance.
The future of digital marketing lies in intelligence, creativity, and responsibility . To prepare for it, explore our “Digital Content” collection now: marketing tools, AI models, resources, and ready-to-use digital kits.
