As the influence of mobile continues to shift and change the consumer shopping journey, marketers are tasked with evolving their digital marketing strategy to create omnichannel content and experiences that deliver value to consumers. As consumers demand more relevant, personalized content from brands, marketing key performance metrics, consumer targeting and areas of ad investment must shift to better engage and convert audiences through a cost-effective strategy.
In a recent survey of 200+ senior-level retail marketers, executed in conjunction with Kelton Research, we discovered nine trends and insights that marketers identified as having the largest impact on their marketing decisions in 2018.
Below are the top five trends we believe will be guiding retailer marketing spend and promotional decisions in the immediate future.
1. Retailers will pump more money into marketing in 2018. In fact, almost 9 in 10 will be increasing marketing budgets this year and will spread their investments almost equally across channels like social, mobile, email and display. In fact, as social continues to grow as a high impact channel for engaging consumers, more retailers now have a specific budget dedicated to social media marketing (78%) than they do for email marketing (67%) and driving mobile conversion (67%).
2. Promotions and deals will play a strategic, critical role in digital marketing plans and be a key driver in increasing sales revenue and loyalty among customers. Retailers ranked increasing sales revenue most often as the leading indicator of success of their promotions offered to consumers (56%), followed by new customer growth (55%) and brand awareness (50%).
3. Retailer focus and targeting will shift as shopping behaviors between generations continues to evolve. Marketers who want to capitalize on the spending of younger generations are revising their budgets to attract these audiences and away from older generations like baby boomers and seniors.
4. Top of mind for retailers is tackling the challenges with mobile web checkout and making sure they improve the experience for bottom-line gains. Based on survey results, mobile will be a key area for retailers looking to positively affect sales growth and offer consumers the smartphone shopping experience they are seeking.
5. One of the biggest trends that retailers and brands can anticipate is a focus on just commerce overall and a shift away from ecommerce, mcommerce and store-specific initiatives within their teams. Delivering a remarkable customer experience across all marketing initiatives and solving for customer pain points, will continue to be the winning combination for brands that succeed in this increasingly complex shopping journey.
Is your brand on track to keep up with this year’s retail marketing trends? You can read the full study here to see all nine trends and insights from our survey of 200 senior retail marketing leaders that will impact your marketing decisions this year.