66% increase their digital marketing budgets by retailers for 20222

66% of retailers have increased their digital marketing budgets in 20222

Between April 2022 to May 2022, the Digital Commerce 360 Survey was completed by 73 online retailers. The survey provides information on digital marketing tactics and budgets as well customer acquisition strategies. The increasing popularity of social media marketing and the influence of influential people is also discussed. Lastly, the retailer’s ability to analyze data and the technology that underpins all marketing efforts is also covered.

Digital marketing budgets are often very large. They are impacted by the retailer’s size, and These can be either digital or store-based.. Because experiences are constantly changing and digital can play an ever-changing function, it might be worth considering how long the seller has been selling on the internet. The following numbers are summarized:

The % of marketing that is digitalized comes from digital marketing

  • 1-10%: 16%
  • 11-50%: 32%
  • >50%: 44%
  • None: 8%

It’s possible to take a moment and reflect on how digital marketing budgets have changed over time by looking at where they stand today. It’s there that we see 66% of retailers’ digital marketing budgets have increased in 2022, though 23% remain unchanged.

Most retailers expect that digital advertising will continue to grow in 2019. 72% of them have similar growth plans.

Digital marketing is a popular strategy for marketing.

Let’s start by taking a look at what strategies retailers are employing. Seventy-seven percent of retailers use search engine and email marketing in their digital marketing strategies. YouTube and Instagram make up 60% of this market. 58% also endorse influencer marketing. Mobile, which accounts for 60% of all online shopping, is another important market. Amazon ads (49%) and marketplace ads (51%), both reflect the increasing role of marketplaces within ecommerce.

It was possible to split spending so that people spend less than 11% on certain tactics. The model shows that search engine marketing is 38% and paid search 41%, while email takes 36%.

Here are the best results Marketing techniquesThey include search engine optimization, email marketing, paid searches and content. According to social metrics Facebook stands at 39% with Instagram (21%), YouTube (2%), and TikTok (18%). It reflects the diverse results that retail outlets are getting. Amazon advertising is a market leader with 38%. Other marketplace ads work only for 26%.

Retailers must pump the gas. Over 50% of retailers spend more than 30% to acquire customers. Only 29% retailers invest less than 20% in customer acquisition. You have the opportunity to optimise and leverage those tactics which will ensure a constant flow of customers.

To acquire customers, the best three tactics are to use search engine (41%) and pay-search (45%), respectively.

Advertising via social media

Next, our focus will be on social media marketing. We wanted to know how it worked for the retailers that we surveyed. The findings show that more than half of the respondents (55%) use social media for branding and sales promotion.

Taking a look from a “successful” standpoint, Facebook delivers ROI for 52% of online retailers. Instagram is close behind YouTube (38%), LinkedIn (32%), and YouTube (42%).

Many ways retailers can maximize their social media marketing efforts. Retailers have different ways of describing the effort required to optimize social media marketing. Only 44% respondents said they had just one worker within their company, while 21% had multiple workers. A third of respondents rely on agencies to help them optimize social media campaigns. Further insights from the survey revealed that 25% struggle with quantifying their results while 25% feel constantly behind. Only 12% cited relying on technology to drive programs, surprising particularly as a subsequent question’s answers suggest otherwise.


A survey on online marketing would not be complete without including influencers. The influencer’s role is multi-faceted, helping retailers build brand awareness (40%), drive traffic to websites (30%) and generate sales (26%). It’s challenging for some retailers, as 25% are concerned influencers might be too expensive. 21% find them interesting but aren’t seeing the desired ROI. And then there’s the fit factor, as 23% have found that it is hard to find the right influencers. 14% don’t find influencers to be a good fit for their company, and 10% are still figuring it out, spending time to understand if their businesses should use influencers at all. What is the process for them if so?

To assist in marketing, retailers can make use of multiple platforms. There may be many technologies already in existence and they have multiple applications.

When we get down to just one technology, it is AI. 28% of retailers plan or will have AI installed in the coming year to enhance their marketing strategies.



The retail industry is unable to correctly analyze and attribute marketing data. This is a serious problem. According to the results, 61% consider themselves above-average (6-10). 39% of respondents who self-assess their level of excellence were not satisfied with their results. They scored an average score or lower (1-3). For retailers to succeed, they must receive the training and tools that are necessary.

Market success comes with many obstacles. The ability to analyze data efficiently was a top concern for respondents. Just 31% stated difficulty with analyzing data. Retailers may find it more difficult to adapt to changing rules, diversify their marketing mix, and be less profitable. This is the top choice. It can be hard to know which tactics work well, even though respondents agreed that there were many options. There’s also profitability. Although it’s easy to spend but not without considering the financial impact, this can be costly. The cost of marketing campaigns is cited by a third of the respondents as an reason why they are spending.

Marketing trends

An estimated third of online sellers remain unconvinced about how to delete data from third-parties.

The third problem for retailers is data removal from third parties. The jury is still out on this one. Our survey revealed that 32% of respondents still require assistance in choosing how to solve these problems. 27 percent of respondents don’t think they have changed their strategy. This contrasts with 21% who say they’ve made changes. Others are looking for creative ways to increase signups (26%) Prioritizing first-party data (25%).

To promote products and services based on value, retail shops can employ a range of marketing strategies

Retailers embrace their values more often. This trend was interesting to us. Ecommerce is a broad field of activity for retailers. 33% have no plan. It is encouraging to see 33% using cause-based ads in their ecommerce store (33%). The majority of people who share it via social media use it, with 32% using it. 25% also value the information when circumstances permit. Next, the next group is positive building toward 2022 deployment (11%). Another one is testing the resonance of this (14%)


The digital marketing budgets of small businesses will be challenged as ecommerce continues to slow down. This is why it’s more important than ever to be focused on the best tactics and evaluate their effectiveness. It’s worth leveraging the traditional, including email, and the continually evolving social options. Online retailers can use technology to optimize websites for optimal performance.

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