As a marketer, you have to be everywhere your customers are. For digital marketing, that means owning the search engine results page, and branding out to affiliates and comparison shopping engines to build brand awareness. So how do you find new customers, engage in conversations, and drive traffic to your website? And how would you rate your performance against your peers?
With the assistance of Redshift Research, we conducted the Multichannel E-Commerce Study with more than 200 respondents — U.S. and U.K. retailers that averaged $3-$5 million in revenue in 2013. The digital marketing portion of our study identified how retailers are increasing their product exposure and converting shoppers to buyers using various online advertising channels.
Some of the main digital marketing takeaways from our survey include:
Digital marketing is a must for retailers. With so many digital marketing channels available, it’s difficult to stand out from the competition. It’s increasingly important to have the metrics available to understand your performance by product and by channel to effectively allocate your digital marketing budget. Without adequate analytics and insights, it’s difficult to know what’s working and what’s not.
- 64 percent of retailers are using digital marketing.
- Retailers reported that their top digital marketing strategies in terms of performance include Product Listing Ads (54 percent).
- The top three factors holding retailers back from increasing their digital marketing spend:
- 68 percent of retailers reported that more than 21 percent of their current web traffic comes from mobile devices.
- 75 percent of retailers expect to increase their mobile advertising budget over the next two years.
- 86 percent of retailers believe that web traffic from mobile devices will increase over the next two years.
- Retailers’ top three business goals for social media:
- 22 percent of retailers reported that social media is how consumers find companies’ products online most often.
To see more detailed results and a comprehensive overview of the ChannelAdvisor Multichannel E-Commerce Study, please visit http://bit.ly/MultichannelInfographic.
Greg Ives is product marketing manager for Digital Marketing at ChannelAdvisor.