A recent survey conducted by BDO USA, of CMOs at leading retailer and product companies, revealed how retailers will spend their holiday ad and marketing dollars this season.
A recent survey conducted by BDO USA has revealed where retailers will be allocating their advertising and marketing dollars this holiday season. The BDO USA Retail Compass Survey of CMOs delved into the mindset of 100 chief marketing officers at leading retailer and consumer product companies throughout the country. The notable findings below show how retailers will spend across a wide set of platforms, with an increasing focus on social networks.
- Facebook dominates retailer social marketing efforts. A whopping 92 percent of CMOs say they are focusing their social networking efforts on Facebook. This is a big jump from 2009 (76%) and a true testament to Facebook’s continuing success. Twitter’s popularity is steadily growing (61%; up from 50% in 2009) and other social networking sites like YouTube (20%), LinkedIn (15%) and MySpace (8%) are also a key marketing focus.
- Print is not dead. Print sees the most investment (contrary to popular belief with 42%), though a sharp decline from 2009 (64%).
- Retail CMOs increase use of social media in marketing strategy. Most CMOs surveyed (75%) said they included social networking sites in their marketing strategy this year, a notable uptick since 2009 (51%) and a dramatic increase from 2007 (4%) when social media was garnering attention.