The research is from VoucherCodes.co.uk’s parent company RetailMeNot, which found half of senior decision makers in the UK, France, Germany and the Netherlands believe their digital marketing is not sufficient, thus 92 per cent plan to increase their spend on digital in the next three to five years.
Three-quarters of executives at 74 per cent said the decision was to drive sales, 72 per cent said they plan to acquire new customers and 37 per cent are looking to increase web traffic.
The importance of digital was clear as 66 per cent of respondents said they’re already investing over 50 per cent of marketing budgets through digital channels. The study discovered email is the leading option for marketing, followed by social media and paid search. By comparison, just 30 per cent are opting for billboards and 25 per cent are using radio, with eight in ten marketers declaring significantly higher ROI with digital methods.
Giulio Montemagno, SVP of RetailMeNot, said: European retail has been characterised by strong growth in online and mobile shopping in recent years. As a result, marketers are racing to discover the most efficient means to attract and satisfy new customers in the digital environment, all the while enriching and personalising the customer experience across all channels.
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With mobile such a popular area, 71 per cent are planning to drive sales directly through smartphones and tablets, although nine per cent of businesses are still without a mobile strategy in place.
While there is an appetite for mobile marketing, 56 per cent of British firms feel they’re trailing behind competitors when it comes to mobile website offerings and 70 per cent think their apps are not as advanced as those from rivals in the industry. Across all regions, however, two out of three businesses think their desktop services are beating the competition.
Almost two-thirds of respondents at 63 per cent agreed that they could take more advantage of digital opportunities to secure market share, and 52 per cent are willing to invest in new technologies before ROI tests have been completed in order to beat other businesses when it comes to mobile success.
Montemagno continued: The survey results confirm the marketers enthusiasm for the potential of current and future digital marketing opportunities, despite the fact that almost two thirds of the respondents feel that theyre not yet using these technique to their full potential.
Targeting consumers with offers on their mobile device, which can be redeemed in store or online, can help marketers effectively drive sales and differentiate themselves from their competitors in a way that is highly relevant for their target audience. The retailers who deliver a consistent and compelling shopping experience across the customer journey will win the hearts and minds of consumers.
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