While traditional digital channels such as search
and email continue to dominate retailer marketing spending, social and
mobile channels are growing in importance. Marketers are also seeking to
improve data analytics capabilities to identify the most profitable
channels and design the optimal marketing mix for driving engagement and
sales. These are the top-level findings of a recent survey of 110
retailers conducted by Lauren Freedman and the e-tailing group, an e-commerce consultancy for merchants.
The report, “Surviving the Current Market Mania with a Solid 2012
Plan,” was sponsored by Bronto Software, the leading marketing platform
for retailers and other commerce-focused companies. The free report is
available for download at bronto.com.
Regarding revenue generation, merchants surveyed said that they expect
top-performing channels will be SEO (31%), Mobile (mCommerce, iPads,
mobile application – 30%) email (22%), paid search (22%) and social
media (14%).
