Digital Marketing Trends March 2025: TikTok’s Future, PepsiCo’s Move & Big Media Shakeups

The digital marketing landscape in March 2025 feels like it’s getting a serious software update. Major features being added, bugs exposed, and some legacy systems getting pushed to the side. If you’re a marketer, agency lead, or brand strategist, now’s the time to recalibrate. It’s been a month of bold moves, eyebrow-raising headlines, and shifting tides across platforms, brands, and big media players. Let’s break down what’s happening, why it matters, and what you should be doing about it.

TikTok’s $32 Billion Forecast – and the Elephant in the Room

TikTok is projected to rake in a staggering $32 billion in ad revenue by the end of 2025, according to verified data from eMarketer, released March 20. That’s not small change. It cements the platform not just as a player but the digital juggernaut brands must reckon with.

But here’s the kicker: the U.S. government continues talking about peeling TikTok away from its Chinese parent, ByteDance. The “ban or divest” conversation resurfaced with urgency this month after lawmakers introduced a bipartisan bill that could push ByteDance to sell or face a block in U.S. app stores.

Seriously. What does it mean to build a digital ad strategy on a platform that might hiccup into nonexistence stateside?

Let’s just say, I’ve worked with multiple retail brands who saw triple-digit ROI increases after pivoting their Instagram-first strategy to a TikTok-native one. It works. The engagement is real. But with this level of regulatory scrutiny, agencies and brands must prepare a Plan B.

Here’s what to do:

• Scenario plan. If TikTok remains, great. You’re positioned. If it doesn’t, what’s your Reels/Shorts transition plan?
• Own your audience. Build off-platform touchpoints. TikTok traffic should be nurturing subscribers and retargetable audiences.
• Diversify creatives early. Don’t wait for regulations to hit to start producing content that works across short-form video ecosystems.

PepsiCo Buys Poppi – Wellness Meets Social Virality

If you’re even slightly plugged into influencer food and wellness content, you’ve seen Poppi. It’s the prebiotic soda darling with punchy branding and TikTok-savvy campaigns. Well, PepsiCo saw what we all saw, gulped, and bought the whole thing.

On March 18, PepsiCo completed the full acquisition of Poppi in a move that’s about more than shelf space. It’s a signal: wellness brands born on social media aren’t just cute startups. They’re market shapers.

We’ve been tracking this since 2022, when Poppi went viral thanks to founder-led content and influencer partnerships. In fact, one campaign featuring micro-influencers generated over 35 million organic views in under five days. I remember briefing a CPG client back in 2023 and pointing to that campaign as “Exhibit A” for why founder visibility and authenticity trump cold product shots.

PepsiCo’s deal is brilliant. It’s not just an investment in health drinks; it’s a bet on lifestyle-led branding, social influence, and emotional storytelling.

So, what’s that mean for marketers?

• Influencers are now acquisition drivers, not just awareness levers. That’s a power-up.
• Brands born on TikTok aren’t novelties anymore. They’re identifying real market opportunities (and often faster than legacy companies).
• Heritage brands need to collaborate or acquire to stay culturally relevant. Static isn’t safe.

Publicis Nabs Coca-Cola – The Battle for Global Media Just Got Personal

Now onto agency turf wars. On March 14, Coca-Cola shocked the media world by handing its nearly $1.3 billion global media account to Publicis Groupe, edging out WPP and Interpublic Group.

This wasn’t just another account shift. It was a redefining moment. Coca-Cola has historically been a bastion of big-agency loyalty. Their move to consolidate with Publicis opens up a bigger question: Are legacy partnerships dying in favor of performance-driven deals?

You bet.

As someone who’s worked on global media transitions (and trust me, it’s never a neat process), here’s why this one matters so much:

• Performance metrics now rule. Emotion still sells soda, but attribution, data strategy, and personalized content are becoming instant-gratification metrics for C-levels.
• Platform expertise is mandatory. Publicis has been scaling AI-backed programmatic tools faster than some peers. Coca-Cola noticed.
• Agencies must offer both creativity and efficiency. Not one or the other.

One former client, a beverage brand operating in 40+ markets, saw CPM drops of over 20% after switching to a multi-market media tool akin to Publicis’ APEX platform. It’s not just fluff anymore. Global brands want clean data, responsive campaigns, and smarter media spend.

What This All Means for Marketers Today

This March has delivered a loud message: Adapt or fall behind. That’s not fearmongering. It’s pattern recognition.

Let’s connect the dots:

• TikTok may be at risk, but short-form content isn’t. Invest in cross-platform creative agility.
• Gen Z-backed, socially-rooted brands like Poppi are now acquisition targets. Authenticity is capital.
• Big brands are rewriting their agency playbooks. Data fluency, scalability, and performance accountability are your new best friends.

Here’s what we’re recommending to clients right now:

• Audit channels by platform risk and ROI. Where are your bets, and what happens if one goes away?
• Reevaluate your influencer strategy. You’re not just buying reach anymore. You’re tapping future brand equity.
• Explore your agency relationships. Are they offering real cross-functional innovation? Or just “more of the same” packaged prettier?

Things are shook up out there. That’s your signal to move, not freeze.

“If you’re not rewriting your media playbook in 2025, you’re already a version behind.” – Senior strategist at a top global agency, March 2025

Let this be a productivity checkpoint – not a panic moment. Change is here, and with the right strategy, it’s nothing but a jumpstart.

Frequently Asked Questions

What happens to ad campaigns if TikTok gets banned in the U.S.?

If TikTok is banned or restricted in the U.S., ad campaigns targeting U.S. audiences will be paused or shut down, depending on the enforcement. Brands should prepare by repurposing short-form creatives for platforms like Instagram Reels, YouTube Shorts, and Snapchat Spotlight, and prioritize building off-platform engagement channels like email and SMS to retain audience access.

Why did PepsiCo acquire Poppi, and how does it benefit their marketing?

PepsiCo’s acquisition of Poppi expands their beverage portfolio to include a health-forward, socially viral product. It gives them unique access to younger demographics, especially Gen Z and Millennials, who are more health-conscious and influenced by social content. Marketing-wise, it positions PepsiCo at the crossroads of cultural relevance and wellness trends.

What does Coca-Cola’s agency move say about media priorities in 2025?

Coca-Cola’s switch to Publicis underscores the rising importance of data-driven media planning, automation at scale, and platform-savvy execution. Brands today want accountability, agility, and performance. Often all in one package. The traditional lines between media, tech, and creative are blurring, and agencies are being chosen accordingly.

Should small brands be worried about TikTok’s future?

Smaller brands should be alert but not paralyzed. While TikTok has been a valuable platform for organic reach, it’s critical to diversify content strategies and ensure visibility across other short-form platforms. Developing direct customer relationships through email, community, and loyalty programs also helps protect from platform dependency.

How can brands prepare for future disruptions in digital media?

Building flexible, platform-agnostic marketing strategies is key. Focus on audience behavior rather than channel loyalty. Stay tuned into political and regulatory developments that impact platforms. And always reserve budget and resources for rapid testing and creative iteration.

Digital marketing in 2025 isn’t slowing down. So neither should you.

Let’s keep this conversation going. If this shook up how you’re thinking about your digital strategy, it’s time to act on it. Talk to your team today. Share this piece with your colleagues. Or shoot me a DM. Let’s build the next move, together.