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CONSUMERS’ PREFERENCE for multiple browsing and shopping channels has retailers reallocating their marketing budgets, and look- ing to increase digital spending for 2012. Social ecommerce was one of the fi rst big shifts in digital shopping, as 87 percent of retailers recently sur- veyed employ a Facebook strategy, and 82 percent a Twitter campaign, with each platform expecting an ad- ditional eight percent in the next 12 months. However, according to a sur- vey of 110 retailers conducted by the e-tailing group for email platform pro- vider, Bronto Software, retailers plan to spend marketing dollars on more than social media, and are looking to invest in paid search, email and SEO, as well as mobile channels and data analytics.
Digital Spending Up The retailers surveyed identifi ed
paid search (30 percent), email (18 per- cent) and SEO (11 percent) as their top priorities when it comes to allocating marketing funds. But as Multichannel Merchant highlights from the survey, “In the coming year, retailers said they may shift these priorities in response to changing dynamics in today’s mar- keting landscape.” Social networks are recognized as a means to pull in more revenue, and have retailers looking to increase spending on social strategies, including blogs and social networks. The infrastructure of the Internet now enables the sharing of in- formation among networks at a speed and scale that has been impossible in the offl ine world. For this reason, 14 percent of retailers surveyed believe social media will be a top performing
channel in 2012. Regarding other revenue genera-
tion, merchants also expect SEO (31 percent), mobile/m-commerce (30 percent), email (22 percent) and paid search (22 percent) to be among the top performing channels. Consum- ers show conclusively that they aren’t going to sit passively and let retailers push products at them. Consumers have taken control of the dialogue, and they insist on being (digitally) heard, and the 2012 marketing bud- get indicates that they have been heard. Retailers are running pell-mell towards digital channels and mak- ing them a permanent part of their marketing strategy. This piece has been adapt-
ed from an original article in Multichannel Merchant. ■
10 January 2012
INDEPENDENTRETAILER
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