MMW has learned that paid search and email marketing lead retailers’ lists of effective customer acquisition channels, however, social media and mobile marketing are gaining traction and budgets.

Which-Retailers-are-Mobile-Maestros-DMI-Releases-2015-Top-10-List-300x202.jpgThat’s according to the annual State of Retailing Online 2016: Marketing and Merchandising report.

The report was conducted by National Retail Federation and Forrester. The report is based on surveys of retail eBusiness executives at large and mid-sized retail companies, about digital marketing investments, mobile marketing efforts, and website merchandising tactics.

Released at’s Retail’s Digital Summit the study also found that 92 percent of retailers surveyed are investing in social media marketing to some degree this year, second only to email (94 percent). Social media is not only a cost effective tool for many retailers, but it is also driving revenue.

“Although email and SEO are tools frequently used by retail marketers, it was not a surprise to see that social media is gaining traction with retailers as they continue to further connect and engage with consumers,” NRF Senior Vice President and Executive Director Vicki Cantrell said. “Retailers are not only increasing their social media budgets, but they are looking at new ways to update their online content and stay on top of new trends to continue to grow their customer acquisition online and in-store.”

To learn more, check out the report here.