2025 has seen a major shift in the breadth of marketing channels businesses are actively using.
The biggest jump is in organic social media, which sky-rocketed from 48% in 2024 to 84% this year and was the most popular channel for the second year running.
This suggests that businesses are prioritising cost-effective, always-on channels for visibility and customer engagement, especially as budgets remain tight. It’s also consistent with the increased satisfaction in brand building seen on the previous page.
Owned channels have also gained momentum. Websites and apps rose from 45% to 66%, showing that businesses are strengthening their digital “home” to ensure they’re able to better influence the customer journey.
Similarly, email climbed from 44% to 61%, highlighting renewed confidence in direct, personalised communication that delivers measurable ROI.