RetailMeNot contacted 200 marketing decision-makers at retailers that sell both online and in physical retail locations and have at least $50 million in annual revenue to find out how they feel about digital advertising.
75% said they believe that digital delivers a higher return on investment than offline advertising. They believe it, but they’re not putting their marketing money where their mouth is.
Looking at the total marketing budget, 51% is going to the digital side, 49% to offline. Why? Old habits and a lack of confidence. Only 27% of those surveyed thought of themselves as advanced digital marketers. Only 19% said they thought their current multi-channel approach was effective. Which means a whole lot of marketers think they could be doing better if they tried harder or had more training.