Retailers planning email marketing push

Retail marketers are planning to increase their spending on email marketing in 2017, with relatively few looking to invest in new technology such as virtual reality or beacons.

Recent research from Yes Lifecycle Marketing analysed by eMarketer reveals 68 per cent of respondents in the retail marketing industry expect their spending on email marketing to rise this year, followed by 54 per cent for social and 37 per cent for display ads.

In contrast, just seven per cent expect their budget for marketing through mobile wallet technology to increase, and more than half of respondents said emerging tech like beacons and VR does not interest their brand at the present time.

The research also highlighted an emerging trend for using a mix of online and offline marketing channels to reach consumers. Around 40 per cent of marketers surveyed said they will consider rolling out test tools for channels and content and cross-channel attribution initiatives as they look to gain further insights into their target audiences.