5 Ways to Make your Marketing Budget Go Further

As brands gear up for 2025, marketing strategies must evolve to keep pace with shifting consumer behaviors, emerging technologies, and regulatory changes. One of the biggest lessons from recent years is the vulnerability of relying too heavily on third-party platforms. “Algorithms change. Data shares stop. As seen with TikTok, platforms get banned. Relying on third-party channels makes brands vulnerable. First-party channels, on the other hand, leave brands in control of their customer engagement, making them critical for growing sales,” says Greg Zakowicz, Sr. Ecommerce Expert at Omnisend.

Omnisend, a leading ecommerce marketing platform, recently released its annual ecommerce marketing study, which highlights key insights from 2024. Australian brands sent a staggering 925 million emails, 7.5 million SMS messages, and 4.6 million push notifications, generating $1.1 billion in revenue from 1.3 million sales. The report underscores the growing importance of SMS and push notifications, with push notification adoption surging 2.6 times year-over-year and SMS conversion rates doubling. These trends emphasize the need for brands to diversify their marketing mix and integrate multiple touchpoints for a more cohesive customer journey.

“It’s no surprise SMS continues to grow and deliver results. As a ubiquitous channel spanning all generations, and a primary one for many, its adoption for brand communications was inevitable as text-first habits became the norm,” notes Zakowicz. Meanwhile, web push notifications are emerging as a powerful tool for marketers looking to break free from the increasingly crowded and expensive social and paid search landscape. “Web push messages are growing due to increased awareness and brands exploring less competitive channels. Unlike crowded, costly platforms like social and paid search, web push offers an inexpensive way to engage and convert shoppers.”

With the rapid evolution of digital marketing, brands must adopt a strategic approach to maximize their budget and drive meaningful engagement. By leveraging behavior-triggered messaging, diversifying across channels, incorporating social proof and scarcity tactics, and continuously analyzing performance metrics, businesses can position themselves for sustained success in 2025. The key lies in owning the customer relationship and creating personalized, multi-channel experiences that resonate with today’s digital consumers.

How to make your marketing budget go further

• Use Behavior-Triggered Messaging. Use data to identify customer behavior patterns and send tailored automated messages at key moments, such as post-purchase follow-ups or product recommendations. Personalization based on real-time actions drives significantly better engagement and conversion rates.
• Diversify with SMS and Push Notifications. Combine email, SMS, and push notifications to create multi-touchpoint customer journeys. For example, use SMS for immediate alerts like flash sales, email for detailed product showcases, and push notifications for last-minute cart reminders.
• Leverage Social Proof and Scarcity Tactics: Incorporate elements like customer reviews, back-in-stock alerts, and low-stock notices in your messaging. These tactics tap into FOMO and build trust, encouraging quicker purchasing decisions.
• Analyze and Refine Regularly. Track metrics like open rates, click rates, and conversion rates for each channel. Use these insights to refine your strategies, focusing on what drives the most value for your specific audience.

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