Trends 2020: Digital Marketing

Revisiting a topic we raised in a similar question in our Trends 2017 report, we asked brand marketers which touchpoints are most and least important to their digital marketing strategy. Paid search ads shot up to the top of the list this year with 23% of participants calling the touchpoint most valuable – compared with just 9.3% in 2017. Explaining the reason for their choice, various respondents said paid search ads deliver a solid return on advertising spend. Another respondent explained that given the fact that “most consumers search Amazon or Google for product information prior to going to [the] store or e-store for purchase, it is critical that our brands are near [or] at the top of the search.”Additional responses for other “most important” selections included:• Retailer websites/media platforms: “Our reach is multiplied greatly with other sites than just our own.”• Brand websites/apps: “It is where we have the most control over strategy, execution, creative and data.” • Social media: “Given the ability to geo-target, which is beneficial for our brand, and target specific users, it allows for messaging that resonates with the shopper and the ability to pivot quickly should the retail offering change.”Conversely, third-party apps continue to be the least important touchpoint among digital marketing strategies, chosen by a whopping 50% of respondents – versus 24.6% in 2017. Although they are extremely popular with brands for reaching large and often relevant groups of shoppers, some respondents labeled the apps as ineffective, or said they simply are not used or are not a priority at their company.Retailer Media Platforms: Taking a page from Amazon’s playbook, top retailers such as Walmart, Target and Kroger are building up their digital media assets to position themselves as credible options for brand advertising. But while shopper marketers and customer teams have long understood the effectiveness of advertising on “retailer.com,” many CMOs, brand managers and digital media planners are still unconvinced.In the February issue of Path to Purchase IQ, we’ll assess the current state of leading retailer media platforms and the current mindset of consumer product manufacturers as they determine the best way to work with these critical marketing vehicles. To complement this feature story, we’ll present additional Trends 2020 survey results – including rating the performance of the digital media platforms at Amazon, Walmart, Target, Kroger, Albertsons, Ahold/Peapod, Giant Eagle, Southeastern Grocers and Staples.

Trends 2020: Digital Marketing

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