Retailers Plan to Up Digital Spend in 2012

Retailers plan to spend marketing dollars on paid search, email and SEO in 2012, but will increase their investments in emerging channels such as mobile, social media and data analytics, according to a survey of 110 retailers conducted by the e-tailing group for email platform provider Bronto Software.

When asked how they are likely to allocate their 2012 digital marketing budget, retailers surveyed identified paid search (30%), email (18%) and SEO/natural search (11%) as their top priorities, but deeper questioning revealed that these priorities may be shifting.

In the coming year, retailers said they may shift these priorities in response to changing dynamics in today’s marketing landscape with plans to allocate more spending to SEO/natural search, social strategies (blogs, social networks), email, and retargeting/behavioral marketing.

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%).

Asked specifically about mobile and social channels, retailers surveyed said they employ or plan to employ the following:

  • Facebook: 87% employ today, 8% plan to employ in next 12 months
  • Twitter: 82% employ today, 8% plan to employ in next 12 months
  • Mcommerce site: 29% employ today, 42% plan to employ in next 12 months
  • Bar codes/QR codes: 38% employ today, 31% plan to employ in next 12 months
  • Mobile application: 19% employ today, 27% plan to employ in next 12 months

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