Google Tops Search at 86%, but Instagram (70%) & TikTok (44%) Are Gaining Importance
86%
Nearly a third of global consumer brands lack a social commerce strategy despite the rise of platforms like TikTok Shop. While 70% have implemented strategies, gaps remain in social selling and community engagement. Google remains the top search destination at 86%, but Instagram (70%) and TikTok (44%) are gaining importance as discovery channels. Short-form video is central to 2025 marketing plans, with 69% of marketers favoring Instagram Reels and 66% prioritizing TikTok videos, reflecting the rise of ‘shoppertainment.’ However, only 25% of brands actively engage with their communities, highlighting missed opportunities for deeper customer connections.
$11M
Crocs’ Q4 revenue grew 3.1% YOY to nearly $990 million, with direct-to-consumer sales up 5.5% and wholesale slightly down. The Crocs brand saw a 4% revenue increase to $762 million, while Heydude remained flat at $228 million. Net income surged 45% to $369 million, and gross margin improved to nearly 58%. CEO Andrew Rees remains optimistic despite a 13% annual revenue drop for Heydude, citing strong TikTok-driven growth. Crocs is focusing on international expansion while preparing for new tariffs, which are expected to cut $11 million from gross profit in 2025.
27%
A Gartner survey found that 27% of CMOs have little to no adoption of generative AI, while 47% of adopters see major benefits in campaign evaluation and reporting. High-performing companies lead the way, with 84% using AI for creative development and 52% for strategy. However, concerns over costs, ethics, and data security contribute to uneven adoption. Despite the hype, many CMOs feel their AI investments haven’t yet paid off, highlighting a gap between media enthusiasm and real-world implementation.
22%
The Trade Desk’s Q4 revenue rose 22% year over year to $741 million but fell short of internal expectations, marking its first miss in eight years. CEO Jeff Green attributed the shortfall to execution missteps, prompting a major reorganization and a push to transition all clients to Kokai, its AI-powered platform. Despite a slower-than-expected rollout, The Trade Desk sees growth opportunities in CTV and open-web advertising, reinforced by its recent acquisition of metadata startup Sincera.
90%
A January report from Sprout Social found that 90% of consumers worldwide have a Facebook profile. Facebook’s ad revenue is projected to hit $36.76 billion in 2025, up 7.7% year over year, with users spending an average of 30 minutes daily on the platform. Marketers can use this data to target audiences effectively and understand social media market reach.
36%
In 2024, tight marketing budgets, AI challenges, and shifting consumer demands will make digital marketing challenging. However, trends like unexpected brand collaborations, balancing AI with authenticity, and bold event creativity are creating new opportunities. According to our Digital Marketing Trends survey, 36% of marketers agree that surprising brand collaborations will be an influential digital marketing trend in 2025. Marketers are tapping into these trends to engage audiences and boost campaign impact in 2025.
0.9%
U.S. retail sales fell 0.9% in January to $723.9 billion, more than the expected 0.2% drop, though they remained 4.2% higher than in January 2024. Retail trade sales declined 1.2% from December, with motor vehicle and parts dealers up 6.4% year over year. Analysts attribute the decline to bad weather and a drop in auto sales after strong December incentives. Despite the dip, sales from November 2024 to January 2025 were up 4.2% compared to the previous year.