A survey of 200 US retail marketing executives with the power to make budget allocation decisions shows their views of whether digital or offline channels give greater ROI. Over three quarters reported that digital channels gave them better ROI in 2016 than offline channels.
This is good news for digital marketers who can show their strategies and tactics are paying off, at least in the context of US retail. It's also good for those pushing their company to engage in a meaningful digital transformation program. This can be a useful top-level piece of evidence to build the case for greater spending on digital.
By Robert Allen
I was the Editor of Smart Insights between 2015-2017. I managed the blog and you will find blog articles on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn. The new Editor is Carolanne Mangles.
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