How can digital marketers thrive in 2025: A value first approach
Dom Graveson
Last year, we published our ebook, A Value-First Approach, which introduced the importance of focusing on measurable outcomes in digital strategy. Fast-forward to 2025, and the challenges for digital marketers have only intensified—demanding more precise measurement, faster adaptability, and smarter collaboration.
In 2025 we wanted to build on the principles we shared in the ebook, evolving them to address the heightened stakes of today’s landscape. Whether it’s the growing pressure to justify ROI, the complexity of integrating new technologies, or the relentless need to innovate, a value-first approach has never been more critical.
Here are some pointers to get thinking about, as well as a link to our ‘Whiteboard With…’ webinar that will explore this in more detail in February.
- Focus on what really matters
Digital success in 2025 isn’t just about traffic or engagement. It’s about driving meaningful outcomes like revenue growth, operational efficiencies, or improved customer satisfaction. By linking marketing activities to broader business goals, you’ll not only prove ROI but also win the trust of key stakeholders.
- Tailor measurement to your goals
No two businesses measure value the same way—and that’s okay. Whether you’re a retailer focusing on conversion rates or a non-profit prioritising donor retention, your framework should reflect your unique objectives. Collaborate across teams to define OKRs (Objectives and Key Results) that make sense for your organisation.
- Use leading and lagging metrics
Leading metrics (like rising engagement rates) provide early indicators of success. Lagging metrics (like increased revenue) confirm you’ve achieved your goals. Together, these metrics give you a balanced, actionable view of your performance and allow for quicker adjustments when needed.
- Experiment your way to success
Experimentation is no longer a “nice to have.” It’s a must. Small, iterative tests can help you optimise campaigns, refine customer experiences, and learn faster—building stakeholder confidence and delivering results. In 2025, experimentation isn’t just for growth hacking; it’s a cornerstone of smart digital leadership. - Choose tech that works for you
The analytics landscape is crowded, but the right tools can empower your team to move faster and smarter. Platforms like Optimizely alongside CX analytics tools and GA can enhance insights to drive personalisation, streamline experimentation, and deliver better results. Remember, though: technology should support your strategy, not define it. - Build lasting partnerships
The best digital partnerships are built on collaboration and shared goals over the longer term to enable you to learn and improve over time. Your partner should help you measure progress, adapt strategies, and create long-term value—not just tick boxes.
What's next?
If any topics in this approach resonate with you, we're here to help.
- Find out how well your organisation measures digital performance by taking our Digital Measurement Maturity Assessment, designed to give you an initial indication of your status, priorities and focus for building a more evidence based approach to decision making.
- Join us on 5th February 2025 for a live webinar exploring these principles in action. We will be exploring how we can assess our digital maturity and we’ll share examples from a recent client measurement project and answer your burning questions.
Let’s make 2025 the year we evolve our thinking, embrace smarter strategies, and deliver measurable success.