Digital marketing is evolving rapidly worldwide, driven by technological innovations, particularly AI-based solutions that are reshaping both consumer behavior and business operations. These advancements are now key in setting industry trends.
The digital marketing sector in Armenia is also experiencing substantial growth. Despite its smaller scale, it quickly adopts global trends, tailoring them to local needs.
Experts from ProDigi, one of Armenia’s leading digital marketing agencies, share their insights on the latest trends in both Armenian and global digital marketing, highlighting the key similarities and differences.
Social Media Marketing (SMM) in 2025: Global Shifts in the Local Context
According to 2024 data, the leading social platforms globally are Facebook, YouTube, and Instagram, with WhatsApp and Telegram being the most popular messaging apps. TikTok is rapidly gaining popularity among younger users, while LinkedIn continues to grow in professional circles. X (formerly Twitter), Pinterest, and Snapchat also show steady growth. Armenia follows these global trends, with some minor variations.
Globally, short videos dominate social media marketing, and Armenia is no exception. Text and photo posts maintain their popularity, while interactive posts and stories have proven especially effective.
Influencer marketing is also becoming a key component of marketing strategies in Armenia, with many businesses integrating influencers into their campaigns.
“When working with international brands, we frequently collaborate with local influencers. The Armenian market now has specialists who are just as capable as international influencers, which is something we’re truly happy to see. However, there are still challenges that affect the full development of this sector. For example, unlike the global market, we often lack clear pricing mechanisms, structured offers, and accurate ways to measure results. Additionally, it’s not uncommon to encounter influencers with artificially inflated follower counts, which causes serious problems,” says Anahit Vopyan, Head of the SMM Department.
Social platforms are constantly evolving. To stay competitive, both local and international businesses must have a comprehensive strategy tailored to their goals and aligned with market trends. Effective audience targeting, high-quality content, and the proper use of AI tools are crucial for success.
“By the end of 2024, businesses will also have the opportunity to access a paid business verification feature on Facebook and Instagram, providing new tools for more targeted and effective campaigns,” adds Anahit Vopyan.
Digital Advertising in 2025: Global Trends in Armenian Light
Digital advertising opportunities in Armenia are more constrained than in larger markets, primarily due to the smaller population. For products with a broad target audience, using narrow targeting tools or experimenting with various bidding strategies often doesn’t yield significant benefits. However, depending on specific advertising goals, there are still chances to explore different platforms and ad types. For instance, to boost brand awareness or launch a new product, platforms that offer diverse displays and creative formats can be effective. In contrast, for measurable actions like purchases or app downloads, it’s more beneficial to use platforms that allow for optimized campaigns.
Looking ahead to 2025, video advertising is expected to remain a key player in Armenia. As local businesses begin to recognize the importance of having a functional website, ads aimed at driving conversions to websites or prompting specific actions are likely to increase.
“Currently, online advertising on Armenian news websites is particularly popular. According to data from our Native Network ad network, local network advertising is showing real effectiveness, unlike in global markets. This effectiveness stems from the presence of more quality sites with fewer ad interruptions,” says Lilit Vardanyan, Head of the Digital Advertising Department.
Search Engine Optimization (SEO) in 2025: Perspectives from Outside and Inside
In 2025, the widespread integration of AI solutions into SEO processes will pose significant challenges for businesses aiming to secure top positions in search engine results.
“Unprecedented competition in the SEO field will primarily stem from the use of AI, particularly in terms of AI-generated content. From my observations, algorithmic solutions will gradually address this issue, causing AI-generated content to fall short compared to informative, high-quality content created by humans,” says Seyran Yaylakhanyan, Head of the SEO Direction.
Search engine algorithms operate similarly regardless of geographic location, meaning that trends affecting SEO globally will also impact the Armenian market.
“The unique aspect of the Armenian market is the focus on local SEO, which is highly relevant to our regional audience. In 2025, alongside global trends, having a technically sound website with quality content and a well-structured hierarchy will remain essential in our country. I genuinely hope that the local market becomes more receptive to innovations, leading to a shift in perception where SEO services are seen not as an ‘extra expense,’ but as a necessary investment for long-term business success,” concludes Seyran Yaylakhanyan.
Conclusion
In 2025, both the local and international digital marketing markets will showcase notable similarities and distinct differences. Armenia is rapidly adapting to global digital marketing trends while grappling with unique challenges arising from the small size of its local market and the specific needs of its businesses.
Experts in the field emphasize that the key to success for any business in these conditions lies in developing a well-rounded digital strategy that aligns with global standards and trends while incorporating local insights.
A well-crafted strategy will not only enhance the efficiency of individual businesses but also contribute to the overall growth of the digital marketing industry in Armenia.
