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Print Posted By ECT News Network on 07/22/2017 in SEO

SEO, SEM Dominate Retail Marketing Budgets

SEO, SEM Dominate Retail Marketing Budgets

Retailers have been focusing on technologies to measure and assess customer response, and have been using the data they produce to drive e-commerce decisions, suggests a study of 136 enterprise retailers at the 2017 eTail West Conference held earlier this year.

Enterprise retailers with at least US$500 million in annual revenues participated in the study, which was a joint effort of Adam Software, an Aprimo company; WBR Digital; and ChannelAdvisor.

Multichannel enterprise retailers comprised 81 percent of respondents, pure-play online retailers 11 percent, in-store-only retailers 4 percent, and other types of companies the remaining 4 percent.

Social Media Straggling

Here are the top four spends for retailers, according to the study:

  • SEO/SEM - 79 percent of respondents;
  • Online display - 77 percent;
  • Social media - 65 percent; and
  • Email - 64 percent.

Social media was the highest spending priority for only 3 percent of retailers and the second-highest for just 14 percent.

Social media is "rarely the leading channel in a marketing strategy," noted Jeffery Parrish, Aprimo's director for retail and consumer goods.

Read more about the study and analyst remarks on CRM Buyer.

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