About three-quarters of chief marketers expect to increase their digital retail media budget in the coming year, a new survey has revealed.
The poll of senior marketers from across the globe by Campaign found 47 per cent said they would be increasing their budget by more than 25 per cent, while just under a third (29 per cent) said they expected to see it rise by less than 25 per cent. A total of 24 per cent said there would be “no change” to their level of investment.
When asked within which part of the marketing budget digital retail media falls, the largest proportion of respondents said advertising, followed by trade and promotional sales, CRM and “other” budgets.
Overall, digital retail media is
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