• by Ray Schultz , Columnist, May 14, 2025

Marketers are as confused as anyone else over tariffs and broader economic uncertainty. But they are attempting to cope, judging by the U.S. Tariff Effect: Marketer Reactions & Revenue Strategy in 2025. 

For instance, 48% are investing more heavily in owned channels — email, text and websites. And an equal percentage cite first-party data growth as their top opportunity for 2025 -- far outpacing the pursuit of price-sensitive loyalists (23%) or conversion of the competition’s loyalists (15%). 

This reflects a shift in focus as reliance on third-party data continues to decline.

Moreover, 38% of the marketers polled have already shifted sourcing/manufacturing or plan to do so in the next 12 months. And 52% are exploring such shifts, while 68% are adjusting their holiday-season marketing.

Another 39% are pursuing “Made in USA” or local sourcing themes in their marketing. 

In addition, 45% of marketers are testing new product pricing and value bundles, while 40% are increasing the use of promotional offers and discounts.

Wunderkind makes the following recommendations:

• Shift budgets to owned channels
• Lean into value and scarcity messaging
• Accelerate first-party data capture 
• Retain and re-engage high-intent visitors 
• Test cross-channel sequencing

A survey of 168 digital marketers was conducted from April 28 to May 5, 2025.