Social media top priority for UK retail advertisers in 2018: study

More than a third (36%) of UK retail advertisers say social media will be a priority for them in 2018, new data suggests.

That’s closely followed by the importance of

demonstrating and measuring marketing return on investment (32%), closely followed by the importance of establishing effective metrics (28%), delivering personalisation (28%) and embracing omnichannel (24%), according to the Marin Software State of Digital Advertising report.

Marin’s global research found that social was the most popular form of digital advertising for retailers, with 90% of retail advertisers investing in it, contrasting with 77% spending on search in 2018. That contrasts with a year earlier, when 74% of respondents reported investing in paid search while 73% cited current investment in paid social.  The study also found that in 2018, Facebook was the biggest beneficiary of spending, with half of retailers allocating 84% of their paid social budget to the channel. Between them,

Voice search is set to come to the fore this year, suggests the Marin report, while Amazon is set to disrupt retail still further. Already, it says, almost 75% of online traffic takes place on Facebook and Google properties.

The report cites emarketer data to suggest that the global retail sector is growing by $723bn year-on-year, and is expected to be worth almost $26 trillion in 2020. While in-store retail remains most popular, ecommerce is growing faster will reach $2.8 trillion in 2018. Its fast growth is driven by mobile commerce, put at 34% of global ecommerce transactions and growing 200% faster than traditional ecommerce.

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