What Were the Leading Ecommerce Marketing Investment Priorities for Direct-to-Consumer Digital Retailers in North America During 2018? (% of respondents, Feb 2019)
This survey question asked D2C companies in North America about their ecommerce marketing spending. Respondents said their biggest investments were in acquisition marketing, loyalty, brand marketing, unifying customer data, personalization, mobile optimization, omnichannel and more.
Data was provided to eMarketer by CommerceNext.
Data is from the May 2019 CommerceNext report titled "How Leading Retailers and Direct-to-Consumer Brands Are Investing in Digital" sponsored by Oracle. 100 digital retail senior leaders in North America were surveyed during January-February 2019. The breakdown of how these retailers sell to consumers is digital-first, DTC brands (27%), wholesale manufacturers selling direct like Nike and Sony (25%), traditional DTC brands with physical stores and ecommerce websites like J.Crew (22%), traditional multi-brand retailers like Walmart, Target, Best Buy (14%), digital first, multi-brand retailers like Amazon, eBay, Wayfair (12%). 51% of the retailers had annual revenues of $100 million to $500+ million. The respondents in the survey identified their titles as c-suite, head of ecommerce/ecommerce leader, marketing direct/leader or other.