Global spending on digital advertising continues to rise. According to Marketing-Interactive, one of the world’s leading marketing publications, over 75% of all media budgets in 2025 go toward digital channels, including social networks and video platforms. For companies, this opens new opportunities but simultaneously creates serious challenges. Brands face content saturation, fierce competition for audience attention, and escalating customer acquisition costs.
In these conditions, success depends not merely on running campaigns, but on strategy effectiveness, the ability to work with metrics and user engagement, says Vladislav Gargun, an international digital marketing expert. Only precise testing, personalization, and rapid adaptation allow brands to maintain campaign results and advertising ROI.
The Fast-Moving Market
Rapid shifts in advertising algorithms and content formats force companies to operate differently. Quarterly plans give way to daily adjustments, and campaign effectiveness is now measured in days rather than months. Performance marketing plays a crucial role here, focusing not on budget size but on efficiency—the quantity and quality of acquired customers through constant optimization and quick response to audience behavior.
“Marketing is no longer static. Winners aren’t those who allocate massive budgets, but those who test rapidly, gather data, and immediately shift strategy,” explains Vladislav Gargun. “When user activity drops on some platforms and grows on others, only agility provides competitive advantage.”
According to the expert, companies that once could afford lengthy approvals and cautious experiments must now implement performance optimization across every content type—from social media to email marketing.
Omnichannel: From Trend to Standard Practice
Just a few years ago, omnichannel—the integration of online and offline channels for unified customer experience—was viewed as a competitive advantage for large corporations. Today, it’s become mandatory for any business wanting to remain visible.
“Users interact with a brand at multiple touchpoints: Instagram, TikTok, messengers, website, push notifications, contextual ads. They need to see a consistent brand image everywhere,” the expert emphasizes.
This insight is particularly crucial for Eastern European and Central Asian markets, where Vladislav has worked extensively. High competition in these regions has created a unique brand perception culture: audiences switch quickly, so any communication gap erodes trust. Social psychology shows that consistency and coherence in these micro-interactions with a brand build trust and sustainable behavior—any gap or contradiction reduces effectiveness and weakens loyalty.
These micro-interactions amplify the “social proof” effect: when people see the same positive brand perception across different channels from others, they’re more likely to trust and make a purchase. This pattern is especially characteristic of this region, notes the expert.
Vladislav’s status as an expert with the international ECDMA association, which unites e-commerce and digital marketing specialists, allows him to analyze trends across multiple markets—from Europe to the Gulf states, where omnichannel develops particularly intensively through CRM and automation technologies. This enables him to identify which tools work universally and which apply only in specific cultural contexts.
Vladislav emphasizes that his own practice confirms omnichannel’s significance: for several companies his agency Adsforge works with, a unified communication model increased conversion at the decision stage by 35–60% depending on market segment.
Analytics Becomes Marketing’s Core, Not an Afterthought
Another key trend is the shift from intuitive decisions to data-driven ones. Vladislav points out that companies collecting user behavior data and applying machine learning for forecasting achieve more stable growth and lower customer acquisition costs.
“Today, marketing isn’t just about creativity. It’s primarily a system of analysis and prediction. Data reveals which formats suit your audience, when to publish content, which campaigns to pause, and which to scale,” the expert notes.
Analytics’ growing importance is reflected in how the industry evaluates projects. At awards and professional competitions, discussions increasingly focus less on creativity and reach alone—real effectiveness takes center stage.
During the prestigious International Glonary Awards for Influencers and Infobusiness-2024, where the expert served as a jury member, participants had to prove effectiveness through data—something considered primarily a performance team advantage just years ago now becomes standard across the entire market.
Vladislav’s experience across different countries helps him see how the same tools work in various cultural and competitive environments. In Adsforge projects across Ukraine, Kazakhstan, Georgia, and Uzbekistan, marketing strategies built on data, omnichannel integration, and flexible testing consistently delivered notable performance improvements.
For example, in construction, implementing an analytics-driven decision model increased ROI to 400x, while for a regional home goods brand, communication adjustments and funnel optimization drove monthly sales growth exceeding 2.5x.
This practical experience was key to Vladislav’s invitation to the Glonary Awards jury—a platform evaluating digital marketing and infobusiness projects. Through the award, the expert analyzes campaign effectiveness and audience engagement approaches, aligning with his professional focus.
The Future of Marketing: Adaptability, Data, and Audience Dialogue
According to Vladislav Gargun, marketing will continue evolving toward automation, personalization, and deeper channel integration. Companies mastering rapid decision-making, data analysis, and authentic, honest, conversational content will maintain audience attention despite growing competition.
Generational preference differences are especially important to consider. Generation Alpha already influences markets. According to Axios, roughly 42% of U.S. household budgets are shaped by children aged 8–14. They gravitate toward interactive formats—unboxings, reviews, gamification—and participate in the digital economy themselves. Meanwhile, Gen Z has grown tired of “glamorous advertising”: they prefer authenticity, micro-influencers, and user-created rather than brand-created content—69% trust micro-influencers’ opinions.
Marketing Gets More Complex—But Also More Precise
Marketing is becoming more complex—yet simultaneously a more precise growth tool. Brands that begin adapting to the new rules of the game in 2025 will gain significant advantage in the coming years, the expert emphasizes.
