Popular marketing communication channels are becoming increasingly saturated, with email open rates declining to around 20% and social media engagement dropping significantly.
Still, many marketers remain heavily reliant on these crowded channels, overlooking possible alternatives that could deliver better results and less competition.
Going forward, marketers in 2025 will need to expand their horizons into other channels to stand out and attract quality leads.
To this end, this article will highlight five underrated communication channels that are guaranteed to elevate your marketing game, yielding higher ROI (return on investment) and better engagement results.
Top 5 underrated communication channels overlooked by marketers in 2025
Online media is a vast and infinite space with diverse audiences, niches, and preferences.
Though we are mostly familiar with the popular social media platforms at the forefront, there are other channels you can tap into to find new prospects and garner better engagement.
1. Business texting platforms
Although many marketers now rely on new social media platforms, business texting platforms provide some of the highest engagement results in digital marketing, with over 90% open rates, 45% conversion rates, and a 90-second average response time.
Even with these metrics, many marketers overlook these platforms because they assume they are made for large enterprises and are not affordable, which isn’t the case.
Business texting platforms enable businesses to have a two-way conversational messaging system at scale, allowing them to send appointment reminders, effectively handle customer service inquiries, deliver notifications, conduct customer surveys and feedback, and provide personalized promotions and offers.
What makes business texting platforms so powerful is their ability to support omnichannel functionality.
A good one will integrate with your CRM, e-commerce system, and other marketing tools to enable seamless customer experiences across channels.
2. Interactive podcast ads
Many ads read aloud by hosts on podcasts contain interactive elements that enable you as a listener to participate actively.
These include promo codes or clickable call-to-actions such as the podcast ads on Spotify, which features CTA action cards during playback.
Even though interactive podcast ads have over 75% listener engagement, opting for them is not typically marketers' go-to because it seems complicated to track and is not a predominant tool used by advertisers.
However, this is not the reality. According to Ad Results Media 2023, MeUndies achieved over double the ROI by placing unique promo codes on comedy podcasts.
3. Community-driven platforms
Community spaces like Discord, Slack, or Swarm enable direct engagement via text, voice, and video with features including segmented channels, live events, and exclusive content.
It is a resourceful platform for marketing teams and individuals alike seeking to increase engagement with niche-based audiences.
Over 70% of modern digital marketers overlook these platforms due to their familiarity with typical social media platforms; this can be your advantage.
You can key into this untapped space by employing strategies such as offering exclusive packages to your audience members on these platforms.
4. QR code campaigns
Quick-response (QR) campaign codes linking to landing pages, menus, or messaging are effective marketing techniques that can be used to drive conversions and deliver content to your audience.
This channel produces the best results for promotional offers. For instance, Starbucks’ holiday cup QR campaign achieved up to 12 million scans in just 3 weeks.
To have a successful QR code campaign, ensure you have a clear call to action and position the QR code in a location that is easily accessible.
Also, ensure it is prominent and visible enough to be scanned easily.
Finally, whatever you do, do not deploy without thoroughly testing the code to ensure it works as expected.
5. Voice message marketing
Surprisingly, only a small percentage of marketing teams today are using voice messaging.
However, what they don’t know is that personalized audio messages via WhatsApp, Instagram, Twitter, and other platforms add a human touch that will leave a lasting impression on your recipients.
In fact, the National Realtors Association reported that in 2023, real estate agents who used WhatsApp voice notes saw a 40% increase in viewings booked.
That says a lot about how personal audio engagement will change your marketing game for good.
And although marketers have had concerns about scalability, AI voice cloning has been proven to assist without sacrificing that personal feel.
Key takeaways
These five communication channels mentioned represent untapped potential in an increasingly noisy digital landscape.
Business texting platforms, in particular, offer record-breaking open rates and conversion potential when executed professionally.
The key is to choose channels that align with your audience’s preferences and behaviors.
As these examples illustrate, sometimes the most effective solutions are not the familiar platforms. Give these underdogs a chance today.