Austin, Texas – Three-quarters (75%) of retail marketers believe that digital advertising delivers a higher ROI than offline advertising, including circulars and direct mail. A survey of 200 retail marketing decision-makers and influencers commissioned by RetailMeNot Inc. and conducted by Kelton, shows that despite this belief, 51% of respondents said digital marketing spend in retail compared to offline marketing spend is still about 50/50.
More than four-in-five retailers surveyed (82%) believe that their digital marketing budget will increase in the next three-to-five years. In contrast, almost four-in-10 respondents (39%) think that their offline marketing budget will stay the same or decrease in the next three-to-five years. Just more than a quarter of retail executives surveyed (27%) said they were advanced in digital marketing and less than one-in-five (19%) said their current omnichannel strategy was extremely effective.
When it comes to mobile, nearly two-thirds (65%) believe that branded mobile platforms like apps are effective at driving in-store sales. However, only 19% of respondents said they were advanced in native mobile applications.
Retailers believe the top four opportunities to drive sales as they shift from printed circulars to digital formats are their own websites (23%), deal or promotion websites (23%), deal or promotion apps (22%), and e-tailers' own apps (15%).
"Today, consumers are more connected and informed than ever, so reaching the right customer with the right message at the right time requires a consumer first, data-driven approach," said Jill Balis, senior VP marketing, RetailMeNot Inc. "With the reach and precision that digital and mobile affords, marketers are embracing these channels to efficiently engage the always-connected consumer. The most forward-looking retail marketers today are breaking down the silos in their organizations to more quickly integrate digital and mobile into their overall marketing strategy. The retailers who deliver a consistent and compelling experience across the customer journey will win the hearts and minds of consumers."