Why is this Topic Trending?
As digital marketing channels evolve, businesses need to understand which platforms influence consumer purchases the most. Recent research from Marigold reveals that while email marketing remains the top driver of purchases overall, social media is increasingly dominant among younger consumers. This trend is reshaping marketing strategies, pushing brands to adopt more targeted, personalized, and platform-specific campaigns to stay relevant in 2025.
Overview
Email marketing still leads in purchase influence, with 54% of consumers in the US, UK, and France having made a purchase due to an email in the past year.
Younger consumers (18-24) prefer social media ads and posts, while older consumers (65-74) rely on email marketing.
Social media ads influenced 53% of 18-24-year-olds and 54% of 25-34-year-olds to make purchases.
Relevance in messaging is critical, as 40% of consumers have received irrelevant brand messages, leading to frustration and disengagement.
Discount-based messages (coupons, sale promotions, free delivery offers) remain the most effective engagement drivers.
Detailed Findings
1. Email vs. Social Media: Generational Divide in Purchase Influence
Email marketing leads overall, but its influence declines among younger demographics:
65-74 years: 65% made a purchase due to email.
18-24 years: Only 38% made a purchase due to email.
Social media outperforms email among younger consumers, with higher engagement in ads and posts.
Personalization and targeted messaging are becoming critical for email marketing to remain effective.
2. Social Media as a Purchase Driver
53% of 18-24-year-olds and 54% of 25-34-year-olds purchased due to social media ads.
55-57% of these age groups also purchased due to social media posts, showing organic content is as powerful as paid ads.
Younger demographics rely on influencer marketing, brand storytelling, and interactive content to make buying decisions.
3. The Role of Other Digital Channels
SMS/MMS messages (26% overall) resonate more with 25-44-year-olds (29%).
Mobile app alerts (22% overall) see better engagement among 25-44-year-olds (26%).
Banner ads (17% overall) have the highest influence among 35-44-year-olds (19%).
Younger consumers are more receptive to mobile-first messaging but still prioritize social media over other channels.
4. The Importance of Personalization
40% of consumers received irrelevant content or offers in the past 6 months, making personalization essential.
33% received messages that didn’t reflect their needs, with dissatisfaction highest among younger consumers (40%).
24% of respondents complained about brands failing to recognize their shopping or loyalty history.
23% felt uncomfortable with messages based on data they didn’t directly provide.
5. Promotional Messaging Drives Engagement
Consumers are most likely to engage with promotional offers:
89% engage with discount and coupon codes.
86% respond to sale and holiday promotions.
86% interact with loyalty program promotions.
85% are motivated by free delivery offers.
Price-sensitive and value-driven messaging remains the key engagement tool.
Key Takeaway
Email and social media are the dominant marketing channels, but generational preferences vary. Email performs best with older consumers, while younger demographics favor social media ads and influencer-driven content. To drive engagement, brands must prioritize personalization, relevance, and value-based promotions.
Main Trend: Personalized Digital Influence
Description of the Trend: “Omnichannel Personalization”
Marketing is shifting toward a hyper-personalized, multi-platform approach, where brands must adapt messaging for different consumer demographics. Older audiences engage with email, while younger consumers rely on social media and influencer marketing. This demands a refined, data-driven content strategy to keep engagement high across platforms.
Consumer Motivation
Convenience – Consumers want marketing that is relevant, timely, and easy to interact with.
Social Validation – Younger consumers trust peer recommendations and influencers over traditional ads.
Exclusivity & Personalization – Consumers prefer brand messages tailored to their behavior and interests.
Savings & Incentives – Discounts, loyalty rewards, and promotions drive the highest engagement.
What is Driving the Trend?
Generational Differences in Digital Behavior – Older consumers prefer email, while younger demographics engage with social media and influencer-driven marketing.
Declining Email Engagement – Consumers are less receptive to frequent emails, making personalization and segmentation critical.
The Growth of Social Commerce – Social media platforms are transforming into direct sales channels.
The Demand for Relevant Messaging – Consumers expect hyper-personalized offers or they will disengage.
Motivation Beyond the Trend
Brands must balance email marketing with social-first strategies to remain relevant.
Investment in AI-driven personalization will define the success of marketing campaigns.
Social commerce will continue to rise, with brands integrating influencer marketing and direct purchases into platforms like Instagram and TikTok.
Description of Consumers the Article Refers To
Age: 18-74 years old, with clear generational marketing preferences.
Gender: All genders, but younger audiences are more active on social media for shopping decisions.
Income: Middle to high-income consumers, seeking convenience, value, and relevance.
Lifestyle: Digitally connected, influenced by social proof, and prioritizing personalized experiences.
Conclusions
Email remains effective but needs more personalization to sustain engagement.
Social media is the strongest purchase driver for younger consumers.
Brands must move from mass communication to targeted, data-driven strategies.
Implications for Brands
Use AI and behavioral data to personalize emails and social media campaigns.
Prioritize social commerce and influencer partnerships for younger audiences.
Integrate value-driven messaging (discounts, promotions, exclusivity) to maximize engagement.
Implications for Society
Marketing is becoming more algorithm-driven, with higher consumer expectations for relevance.
Privacy concerns are growing as brands leverage data for hyper-targeted messaging.
**Consumers are shifting towards social media-driven purchasing decisions.
Implications for Consumers
Expect more personalized shopping experiences tailored to preferences.
**Higher expectations for relevance and engagement in brand messaging.
**Greater exposure to social commerce, influencer marketing, and AI-driven recommendations.
Implication for Future
AI and machine learning will further enhance hyper-personalization in marketing.
Social media will overtake traditional digital marketing as the primary purchase driver.
Brands must continuously refine multi-channel engagement strategies to maintain relevance.
Final Note: Core Trend Summary
Core Trend: Omnichannel Personalization – A shift toward tailored email and social media marketing that reflects consumer preferences.
Core Strategy: Hyper-Personalization & AI Integration – Using data analytics and AI to create highly relevant, engaging marketing campaigns.
Core Industry Trend: The Rise of Social Commerce – Younger consumers are increasingly influenced by social media and influencer marketing.
Core Consumer Motivation: Relevance & Incentives – Consumers expect tailored messaging and exclusive promotions to stay engaged.
Final Conclusion
To succeed in 2025, brands must embrace omnichannel personalization—balancing email, social media, and AI-driven targeting to meet shifting consumer expectations and drive engagement.
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