In 2024, advancements in AI led to major shifts in direct marketing. As we enter 2025, these shifts will only become more pronounced as technology continues to evolve and customers become more accustomed to new marketing techniques. Here are my top five direct marketing predictions for 2025.

  1. Successful marketing will require more personalization.
    According to a recent Marigold Relationship Marketing Trends report, 62% of consumers say their favorite brand treats them like an individual, and 79% say they’re likely to engage with a personalized email tailored to their interests. AI has made it easier for companies to deliver personalized content – whether it’s via features in your eCRM that make segmentation easier, machine learning, or tools like Movable Ink.
  2. Creative will continue to be human generated, with AI design features speeding up certain steps in the process.
    While features like Adobe Photoshop’s Generative Fill and Generative Expand can save designers hours of time, AI-generated images still have a long way to go. Not to mention the fact that issues around image ownership and usage concern most companies.
  3. Digital advertising will play an even more vital role in acquiring customers and getting existing customers to make additional purchases.
    According to a recent DataReportal report, as of October 2024, more than 55% of Internet users 16+ purchased a product or service online each week. In addition, people are spending more time on social media platforms than ever before (many over 2 hours!). Successful brands will continue to invest in multi-touchpoint marketing, including large budgets for social media and digital advertising platforms.
  4. Short, digestible videos are a must.
    With Instagram’s algorithms optimizing short, video content, plus the rise of TikTok and the increasing number of people using streaming services with ads, it’s vital that marketers invest in creating short video reels and animated content across multiple channels. In fact, a recent Idomoo report found 83% of respondents want more video from brands. Be sure to test video length and content, animated gifs, and testimonials – they can showcase your products in action.
  5. Augmented reality will be more commonplace in marketing.
    Augmented reality (AR) allows you to create immersive experiences for customers via their devices. With more purchases being made online, it’s vital that consumers be able to imagine themselves using your product in their lives. Sage has partnered with DeepAR, whose technology allows brands to use AR to enable customers to virtually try on products like sunglasses, shoes, and more.

Bonus Prediction: Direct mail will make a comeback.

With most email providers now dividing up your inbox to primary and secondary folders coupled with fatigue from SMS marketing, I predict that direct mail is going to make a comeback in 2025. Direct mail costs have gone up in recent years, which has resulted in budget cuts to this channel. However, that also means less competition in mailboxes. In addition, many companies now offer the ability to send postcards to website visitors and co-target your direct mail audience online.