Social media gains retailers’ attention

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2021, 5:00 PM UTC

Digital Commerce 360’s retailer insights highlights major digital marketing trends in the ecommerce sector.

The study found 61.5% of retailers have increased their digital marketing budgets this year, as opposed to last year. With most retailers using social channels to increase web sales and brand awareness, social media marketing is on the rise.

Around 18.9% of retailers said they devote around half or more of their marketing budgets to social channels, followed by paid search at 14.7% and email at 11.9%. Nearly half of retailers also they have adjusted the mix of tactics were using during the coronavirus pandemic.

Facebook was found to be the most used social media channel for retailer advertising, followed by Instagram. But, only 40.6% of retailers believe influencers help build brand awareness, while only 34.3% think influencers help drive traffic to the website. 55.9% of retailers also use AI to target shoppers.

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