Retailers to Adjust Digital Media Mix in 2012

There’s little doubt that retailers will expand their online marketing efforts as more commerce shifts to that channel. For industry analysts, the challenge is how to determine which online formats will capture the largest share of retailer advertising dollars. A new survey by Bronto suggests that retailers will be making some changes in 2012.

Bronto surveyed 110 industry operators regarding their planned allocation of the 2012 digital marketing budget. Formats in line to receive the largest share of spending include:

  • Paid search 30%
  • Email 18%
  • SEO/​natural search 11%

These same retailers noted that the marketing budget allocated to revenue generation will have a slightly different mix:

  •  SEO 31%
  • Mobile 30%
  • Email 22%
  • Paid search 22%
  • Social media 14%

Currently, some forms of social and mobile formats are more popular than others with these retailers. Facebook (87%) and Twitter (82%) top the list. About 29% of surveyed retailers currently have an mCommerce site. Bar codes or quick response codes are being used by 38% and 19% have rolled out mobile apps.

The marketing outlook is clouded by the overwhelming amount of customer data that has become available. Lauren Freedman, representing the e‑tailing group which carried out the study for Bronto, notes that  “retailers will need marketing solutions that allow them to not only run cross-​channel campaigns, but also to leverage the wealth of data at their disposal to improve engagement through relevant marketing.”

To improve marketing effectiveness, retailers hope to increase funding for marketing resources and staffing, focus on consumer behavior insights, and increase the amount of reporting and analytics they do in the next year.

[Source: Surviving the Current Market Mania with a Solid 2012 Plan. Bronto​.com. 7 Nov. 2011. Web. 15 Nov. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.