E-commerce is increasingly emerging as the primary language for most retailers, reports a new study from the National Retail Federation, with big investments in IT, Web sites and online marketing in store for the year ahead.
Chains are also increasingly reliant on new media in their marketing mix: Online marketing activities represented more than 30% of the total marketing budget for 36% of those surveyed — four times the number in 2010. Print advertising remained a strong focus, with 29% of those polled saying it accounted for 30% or more of their marketing spending.
The study reveals retails future plans:
- 53% intend to focus on Web personalization engines in the coming months.
- 33% plan further mobile point-of-sale investments in 2012, 17% have already done so.
- 45% are actively developing widgets, gadgets or advanced links that can be incorporated with social media pages
- 41% say they intend to develop these items over the next 18 months.
As a retailer, what are your plans to integrate online marketing into your overall marketing strategy?
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