Delivering Performance: Direct, Digital and the Dynamics Shaping the Future of Omnichannel Marketing

Based on an extensive primary research effort incorporating input from over 200 marketing leaders across industries, this paper reveals how:

· U.S. marketers spent $37.3 billion on direct mail in 2024

· Rising costs are pushing brands to adapt, leveraging technological innovations, supply chain efficiencies and other tactics to maximize ROI

· Enthusiasm abounds for the long-term disruptive potential of AI, while marketers already see gains from other technology-enabled advancements

· Brands must evolve, with a roadmap outlining key initiatives designed to maximize the value of direct mail and capitalize on its omnichannel