As we look ahead to 2025, the digital landscape continues to evolve at a rapid pace. Here’s our analysis of the key trends that will shape web hosting and online marketing in the coming year.
NIS2 Directive Reshapes European Digital Security
The NIS2 Directive is transforming how European businesses approach cybersecurity. For web hosting providers and their clients, this means enhanced security measures, stricter reporting requirements, and greater emphasis on cyber resilience. Expect to see new security features and compliance tools becoming standard. We have our own guides on what this means for online businesses here.
AI: The New Normal
Artificial Intelligence isn’t just staying – it’s becoming deeply embedded in all aspects of internet business – from marketing to writing and customer service and analysis. From automated security responses to content optimisation and customer service, AI tools are now essential rather than optional. However, the focus is shifting from hype to practical, results-driven applications. This is a rapidly advancing segment, with each generation of AI getting better and better. As with most technologies that have swept the world in the past, the winners will be the ones that adapt. Learn to use AI tools! Yesterday!
Vertical Video Dominance
With TikTok’s continued growth and influence, vertical video has become the default format for digital content. Website designs and hosting solutions are adapting to prioritise vertical video hosting, playback, and optimisation. Expect to see new tools and features specifically designed for vertical content management. Even with the prospect of a ban on TikTok in the USA, outside the USA, it’s more popular than ever and isn’t going anywhere. If you don’t already have TikTok as part of your strategy, 2025 is the year to make it so!
Email Marketing’s Enduring Power
Despite new communication channels, email remains the most effective digital marketing tool you can invest in. We’re seeing a renewed focus on email deliverability, authentication, and integration with hosting services. Marketing automation and personalisation are becoming standard features in email hosting and sending solutions.
Sustainability Takes Centre Stage
Environmental impact is no longer a nice-to-have consideration. Customers are demanding transparent sustainability metrics and carbon-neutral hosting options. Hosting providers are investing in green technologies and efficient data centres, making environmental responsibility a core business strategy. Blacknight, as a member of the Carbon Neutral Data Centre Pact, is at the forefront of making this a reality.
Zero-Click Marketing Evolution
As search engines and platforms evolve and AI changes the way we find information, zero-click marketing continues to grow in importance. Websites need to optimise for featured snippets, knowledge panels, and voice search results. This affects everything from hosting configurations to content delivery strategies and how you even design your website.
What This Means for Your Business
- Invest in Robust Email Infrastructure – Despite new platforms, email remains crucial for business communication and marketing. Ensure your business has robust email marketing services with strong deliverability and security features.
- Prioritise Security Compliance – With NIS2 and other regulations, security can’t be an afterthought. Choose hosting providers that offer comprehensive security solutions and compliance tools.
- Embrace Vertical Video – Ensure your website and hosting solution can effectively handle vertical video content. Consider updating your content strategy to include more vertical format materials.
- Focus on Sustainability – Look for hosting providers with clear sustainability commitments and metrics. Consider this an investment in both environmental responsibility and brand reputation.
- Optimise for Zero-Click – Work with hosting providers that offer strong performance and optimisation tools for zero-click search results and featured snippets.
Looking Ahead
The web hosting and digital marketing landscape of 2025 will require businesses to be more adaptable and strategic than ever. Success will come to those who can balance these various trends while maintaining focus on core business objectives.
For hosting providers like Blacknight, this means continuing to innovate and adapt our services to meet these evolving needs while maintaining the reliability and support our customers depend on.
Remember: The key to success in 2025 won’t just be adopting these trends, but integrating them thoughtfully into your overall digital strategy. Stay informed, be prepared to adapt, and choose partners who can help you navigate these changes effectively.
About the Author: Jonathan Thomas
