Mobile advertising has also been a top priority for retailers, with 32% of marketers surveyed saying they have spent more on the channel this year compared with last.
Email marketing has been popular as well, with 31% of respondents saying they have spent more on the tactic this year.
Marketing channels with a significant decline in investment by retailers this year include: Display advertising (28% spent less), content marketing (28%), and paid search (24%).
Below, additional key findings from the report, which was based on data from a survey of 302 people responsible for marketing and technology at US retail companies across a range of sizes, geographies, and verticals.
Most Used Channels
- Social media and email are the two most used digital channels by retailers, employed by 85% of respondents.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji