It’s incredible to think we’re this far into 2025 already. Looking back on last year, it was a whirlwind! From many changes in the digital landscape such as artificial intelligence, search engine optimization opportunities, new video content, and the further rise of influencer marketing to happenings on the print front — such as the USPS not increasing rates in January, the EUDR delaying one year, and uncoated freesheet mills across the country increasing prices — our omnichannel landscape continues to transform by the day.

In 2025, we’re excited to tackle the challenges that print and digital bring us — and we want you to feel that thrill as well. With budgets and priorities constantly changing, we understand that there are many marketing obstacles out there. To help kick-start your marketing success in 2025, we thought it would be helpful to share our recommendations.

1. Continue to integrate your online and offline marketing strategy.

You must continue to prioritize the synergy of your media channels. Whether you’re in the mail, solely executing digital campaigns, or doing both (highly recommend!), it’s essential that your channels are speaking to each other … and your internal teams are as well! Messaging to the customer must be consistent. Additionally, stay on top of results so you can more easily shift budget to different channels as performance adjusts and shopping behavior changes.

2. Prioritize high-quality content.

It’s more important than ever to produce authentic and valuable content. In fact, it’s essential for capturing and retaining your customers’ attention. This will not only impact conversion but build loyalty as well. Keep content relatable and real, always, but especially in 2025!

3. Prioritize customer experience (CX).

“Seventy-five percent of consumers will spend more with brands that prioritize customer experience;” 50-plus percent of consumers report switching to a competing brand after just one negative experience or if the shopping experience doesn’t feel personal. Here’s how to keep the experience positive: consistent messaging and offers across channels, creative that complements each other (channel-to-channel), loyalty programs, personalized direct mail and email, and more.

4. Put a spotlight on first-party data.

Since 2023, brands have been re-evaluating their reliance on cookies. In 2024, Google updated its Privacy Sandbox Strategy, which has greatly impacted marketers trying to track customer journeys and buying behavior. Therefore, marketers are forced to rely on first-party data collection, making it the most reputable and accurate source of information for their businesses. By focusing on the value of first-party data, brands are seeing improved customer insights; they’re privacy compliant; and they’re setting themselves up for future success in the digital landscape.

Gen Z Buying Power Continues to Increase

Gen Zers are tech-savvy, opinionated, value-focused and highly influential. We recommend incorporating social causes into marketing strategies, pointing to sustainability initiatives, and leveraging influencers. By appealing to Gen Zers, brands will grow their business.

We’re always interested in discussing our content! Please don’t hesitate to reach out to chat about your print marketing strategy (and how it’s working with your digital strategy). Retail marketers, best of luck in 2025!

Sources: Media Tool, Chat GPT (Personal communication, December 2024)

This article was originally published on Media Horizons and republished with permission.