Social is way up. Paid search is way down. That’s reality for retail marketers, who face a constantly shifting digital landscape for capturing customers’ eyes and wallets. Our survey of 300 retail marketers uncovers what goals matter to them now, what tactics they use to hit them, and how they’re adjusting spending to match. The bottom line is, they want to acquire and retain customers.
They anticipate increasing budgets to pay for a wide variety of tactics...
...and find social media and email most effective at hitting their goals. For acquiring, converting, and retaining customers, they also find referral marketing very effective.
Paid search, affiliate marketing and content marketing are not working. They come in dead last in effectiveness in hitting nearly every goal retail marketers have. As a result, the majority of retail marketers expect to spend less on these tactics this year than last.