Did you know that 76% of brands say that omnichannel campaigns are essential for long-term growth? That’s according to the latest research from customer.io. Unprecedented innovations in generative AI, Connected TV and personalization have made it easier than ever to reach customers anywhere they are, making developing an effective omnichannel strategy critical for success. We’ve rounded up the top 5 trends in omnichannel marketing to help you achieve your 2025 goals.
As concerns over data privacy grow and limitations around third-party cookies draw near, it has become clear that marketers need to make a concerted effort to use ethically collected data and leverage first and zero-party data whenever possible. According to research from Cisco in 2022, 81% of consumers believe that the way a company treats their personal data reflects how the company views them as a customer and 76% would not purchase from a brand who they do not trust to handle their data. Respecting consumer privacy by handling their data ethically is a key component in building trust and retaining their support.
Zero-party data is a solution that marketers are turning to in order to obtain customer data in a way that keeps consent and transparency at the center. Through incentives to encourage consumers to volunteer their data such as surveys, contests and loyalty programs, zero-party data is the most transparent way to obtain user data as consumers are actively choosing to provide their information.
Dynamic content is a fixture of omnichannel strategy. Ads with dynamic elements personalizes ads by changing up images, text, and calls-to-action based on real-time user data, allowing marketers to create highly engaging, data-backed, personalized content for consumers.
In 2025, expect to see this tried-and-true technology enhanced by AI, which enables even deeper insights into how to best reach target audiences. With the combination of AI and dynamic content, marketing teams can unlock what Forrester calls intelligent creativity, “a process of creative problem-solving in which teams of creators and strategists conceive, design, produce, and activate business solutions with the assistance of AI, intelligent automation, and data.” With AI powering dynamic content, new levels of personalization and targeted messaging can be achieved.
The insurer worked with Data Axle to leverage data to create dynamic messaging and display ads on their website that delivered personalized, relevant content to each new member and prospect. Data Axle used location data to display only the products available in their area, eliminating any confusion on the consumer side. Data Axle also helped the insurance company improve efficiency by creating assignment rules to deliver leads to the right sales partners and automating nurture streams to help guide prospects along their lifecycle journey.
Read the full case study.
Behavioral targeting is strategy that involves leveraging data about a consumer’s activities, preferences, and behaviors to deliver personalized and cohesive marketing messages across multiple channels. For example, imagine a fitness brand has a customer who engages with their app through watching fitness videos, purchasing equipment online, and occasionally visits a physical store to buy apparel. With behavioral targeting in an omnichannel strategy, the brand may recommend more videos to watch in their app, send emails with discounts on items they were browsing, and have in-store staff equipped with the customer’s purchase history to better inform their shopping experience.
The key is to create multiple touchpoints that leverage the consumer’s behavioral data to appeal to their preferences. In turn, this enhances efficacy of the campaigns, as it takes into account what has encouraged the consumer to act in the past.
Creating a unified brand experience is crucial to raising brand recognition and loyalty. A unified brand experience will create a consistent customer experience with seamless integration across channels. Building on what behavioral targeting creates, the ideal customer experience is to be able to make purchases and engage with a brand wherever and whenever, without interruption between platforms. Not only does a unified customer experience increases customer satisfaction, heightens brand consistency, and improves customer retention rates, but it’s also what consumers are coming to expect.
The CMO Council found that 87% of customers have become frustrated when they have to repeat themselves in multiple channels, and 73% of those consumers question why they’re spending money with that brand to begin with.
Additionally, recent research from Optimove shows that 83% of consumers who make in store purchases research prices online ahead of time, and sometimes even while in the store. This truly underscores the importance of having a consistent experience across channels, as consumers often engage with multiple to inform their purchases.
According to customer.io, 2024 saw a 194% increase in mobile messaging across in-app, push notification, and SMS. Furthermore, with 68% of people using a mobile device for either work or personal email, optimizing campaigns with mobile devices in mind is a smart move. Mobile devices are also critical to almost every moment in the customer journey. Brand awareness can begin through advertising on social media, reinforced through email campaigns, and then purchases can be made directly in-app, all from the same device. Mobile interactions enable faster and more efficient conversions than ever before, reaching customers wherever they are.
As noted by AdSpyder, “ideal consumers make decisions at the top of their minds and in real-time during the day using their mobile devices. Thus, embracing mobile as one of the components of an omnichannel marketing approach lets a company reach the consumers during those paramount moments that shape their choices and preferences.”
A successful omnichannel strategy should prioritize a fully integrated mobile experience because not only do consumers access a wide variety of channels through their mobile device, but they also generally spend a lot of time there. According to Consumer Affairs, the average American in 2024 spends 4 hours and 30 minutes on their phone (which is up 52% from 2022) and checks their phone 144 times per day. If the goal is to reach consumers anytime, anywhere, mobile devices are undoubtedly a key component of that strategy.
In 2025, omnichannel marketing will continue to evolve, driven by advancements in technology and shifting consumer expectations. Trends like dynamic content powered by AI, behavioral targeting, and unified brand experiences are paving the way for more personalized and effective campaigns. Ethical data collection and zero-party data are fostering trust, while mobile-forward strategies ensure that brands can reach consumers in the moments that matter most.
To remain competitive, businesses must adopt these innovations to deliver consistent, engaging, and seamless experiences across all touchpoints. By doing so, they not only meet the growing demands of modern consumers but also strengthen customer relationships and drive long-term growth. In a rapidly changing digital landscape, a well-executed omnichannel strategy is not just an advantage—it’s a necessity.
Ready to chart a course to reach your customers anywhere they are? Let Data Axle be your guide. Contact us for more information!
Courtney is a seasoned communications and public relations professional with 17+ years of experience working in both the public and private sectors in diverse leadership roles. As Data Axle’s Senior Public Relations Manager, she is intently focused on elevating the company’s media relations presence and increasing brand loyalty and awareness through landing coverage in top-tier media outlets.