Benchmark Study:

The Big Pivot:
How Traditional and Digital-first Retailers Re-prioritized
Marketing Investments in the Wake of COVID-19

2020 benchmark report

Research to help retail and DTC marketers navigate a post-COVID world

Ecommerce marketing is an ever-changing discipline. That has never been more apparent than right now, as the retail industry is adapting quickly to customers’ evolving needs in the midst of a global pandemic.

CommerceNext understands the need for data to better determine whether you’re focusing your ecommerce marketing budget on the right priorities in this new environment. That’s why we’ve teamed with Exponea to develop a benchmark report based on a survey of ecommerce marketing executives. Our poll went out to 111 marketing leaders at some of the world’s top brands in January 2020. Then, we conducted a “pulse-check” in June 2020 with 75 marketers to determine whether their priorities had changed due to COVID-19.

The findings from this survey can serve as a benchmark for marketers at traditional retailers and DTC brands. Use this data to measure your own priorities against those of your peers and evaluate which technologies deserve a larger or smaller portion of the budget in the second half of 2020.

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What's in this report?

  • Why marketers are moving towards greater balance between acquisition and retention marketing - even more so for the 2020 holiday season
  • Why investments in SMS, augmented reality (AR), and artificial intelligence (AI) are increasing post-COVID
  • Why brands were considering increasing their investments in brand marketing, but have now turned to performance marketing due to the pandemic
  • Why direct-to-consumer brands are increasing marketing budgets post-COVID, while traditional brands are scaling back
  • Why marketers are shifting from test & learn acquisition tactics to tried & true channels

Be sure to register for the CommerceNext Virtual Summit, July 28 & 29 — A Path to Recovery, where we will be presenting the report in more detail.