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Survey: Retail marketers find digital advertising important


New York – Retail marketers say social media and digital, customer data and brand awareness are their top three marketing challenges. Findings from a retail marketing survey SAP conducted with University of Arizona students also showed that survey participants said 100% of respondents cited digital advertising among the most important marketing tools for their organization.

Nearly 50% of participants said there is need for improvement in their companies’ digital and social “listening” strategies, as well as in how they use customer data to improve marketing efforts.

“While retailers are aware of the increasingly critical role of digital and social channels in marketing, they clearly perceive the gap in their ability to effectively leverage these trends,” said Lori Mitchell-Keller, senior VP, global industry business unit for retail, SAP. “Having access to the right digital, social and analytics tools to communicate with, listen to and understand customers in real time enables retailers to make more informed and impactful marketing decisions.”

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