2025 changed the rules of the game for digital marketing. We take stock of the year and offer our take on why cohesion, relevance, and creativity will be the decisive competitive parameters for your growth in 2026.
2025 has been a year where digital marketing truly shifted gears, and where the rules of the game changed faster than we have seen in a long time. This was driven primarily by AI, new platform habits, and stricter demands for data and deliverability.
Before we head off for the Christmas holidays, we would like to share a brief look back at the year that passed, as well as the most important things we are taking with us into 2026.
2025 has also been a special year for us internally – and we would like to share three of our biggest milestones:
This summer, we moved offices, and we are now located in beautiful premises with high ceilings at the Multi Media House on Nitivej 10, Frederiksberg. It is a space that matches our energy and gives us even better opportunities to gather the team, work creatively, and develop strong solutions together with our clients.
In the autumn, we marked 10 years as an agency. A major milestone that we look forward to celebrating in the new year. We started as a small agency focused on helping companies grow through Google Ads, and since then, we have continuously expanded our competencies with more and more marketing disciplines.
Today, we work across performance, content, communication, and strategy – all with the same goal as back then: To create marketing that provides measurable value and growth. It feels pretty wild (and pretty great) to look back on the journey – and even better to look forward.
As the icing on the cake, 2025 also offered quite a baby boom for us: We have had the pleasure of welcoming no less than 7 Iternum babies throughout the year. It has brought extra warmth and joy to the office – and we are pretty sure it is also the most charming form of growth we have experienced.
While we have experienced growth internally, the digital landscape outside our windows has also evolved explosively:
In 2025, we really began to see the consequences of shifting search behavior. Search is no longer just about Google, but increasingly about AI-based answers.
This meant an introduction to Generative Engine Optimization (GEO): Being found, understood, and recommended in AI-generated responses – not just ranking on classic keywords.
Takeaway: Visibility is now about being present where the answers are given – whether that is in a search engine, a social feed, or an AI assistant.
The smarter the algorithms get, the more important it becomes that we, as marketing managers, know who we are talking to – and what makes them act.
In 2025, we have seen that companies with distinct buyer personas get more out of their content, ads, and customer journeys.
Takeaway: The better we understand motivations, barriers, and decision-making processes, the easier it becomes to create relevance – and relevance is today one of the strongest performance drivers.
2025 confirmed what many already sensed: Creativity has become a performance discipline.
Platform algorithms reward content that creates genuine engagement – and here, UGC and creator-based content have proven to be extremely effective. Less polished. More human. More credible.
Takeaway: Good content is not about shouting the loudest, but about hitting the mark. And today, authenticity often wins over perfection.
In 2026, the winning companies will be those that think of visibility across search, social platforms, content, and AI. It is less about optimizing one channel at a time and more about ensuring the brand is distinct and recognizable wherever the target audience meets it.
In short: Cohesion beats siloed thinking, and budgets spent in silos will perform worse in 2026.
With even more automation and AI in marketing, the difference will be made by how precisely messages resonate with the right audience. Companies that work systematically with target groups, messaging, and customer journeys will get far more out of both budgets and channels.
In short: The better the relevance, the better the results.
Creative content is no longer “the final layer” in marketing work. In 2026, the ability to produce and test strong content – particularly formats that feel authentic and human – will be a decisive competitive advantage.
In short: Creativity is not decoration. It is strategy and targeting.
From the entire team at Iternum Digital, we first and foremost want to thank all our clients and partners for a great 2025. We are both proud and grateful that you have entrusted your marketing to us – and for everything we have created together. We look forward to building further on your results in 2026.
Secondly, we want to wish everyone reading along a very Merry Christmas – and a New Year filled with momentum and strong campaigns.
If you want to start the year with a sharp prioritization of channels, budget, and performance planning, feel free to call or write, and we will find a time in January.
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