How your competition are adapting their marketing spend in 2024

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The Shifting Landscape of Retail Marketing

2024 is shaping up to be a year of strategic adaptation for retailers in Australia and New Zealand. As digital marketing competition intensifies, retail marketing professionals across Australia and New Zealand are thinking towards how to adjust their budgets to maximise return on investment (ROI).

Key Insights:

1. Increasing Digital Marketing Spend: A whopping 81% of marketers anticipate increased competition in digital spaces, with 69% planning to up their investment in digital marketing channels to stay competitive.

2. Strategic Investments for Long-Term Gain: Marketers are keenly focused on setting a robust framework for long-term ROI. Investments are heavily geared towards technologies that enhance digital engagement and personalisation, pivotal for navigating the anticipated economic fluctuations.

3. Channel Integration and Data Utilisation: The use of Customer Data Platforms (CDPs) is becoming more prevalent. Marketers are increasingly integrating and centralising data across channels, allowing for deeper insights that drive more effective customer engagements.

4. Emergence of New Marketing Opportunities: With the current intense competition, there’s a significant pivot towards exploring emerging opportunities. Retailers are incorporating AI to bridge gaps in authentic customer connection, using advanced analytics to stay ahead.

5. Omnichannel Approaches for Enhanced Engagement: Understanding the interplay between online and physical realms is more crucial than ever. Retailers are creating seamless omnichannel experiences to gather valuable first-party data and enhance customer interactions.

6. Adapting to Consumer Behaviour and Market Changes: The agility to adapt to swift changes in consumer behaviour and market dynamics is a key focus. Retailers are leveraging real-time data to guide their marketing strategies, moving beyond instinct-based decisions.

Digital vs. Physical Marketing Spend

Retail marketers are shifting towards digital, with a lesser focus on traditional physical marketing channels. Budgets for digital channels like social media, content marketing, and SEO are seeing an increase, reflecting the broader trend of digital transformation in retail marketing.

ROI-Focused Marketing Spend

The drive for ROI has marketers emphasising measurable digital strategies. There’s a strong inclination towards channels that offer clear tracking and analytics to adjust strategies dynamically and ensure every dollar spent is optimised for maximum return.

What does this mean for Retail Marketing

There’s a critical transition period happening right now for retail marketing, with digital and data-centric strategies taking precedence. Retailers are not just fighting to keep up but are strategically investing in areas that promise the highest returns on investment.

For digital marketing agencies and professionals watching these trends, the message is clear: agility, data integration, and customer-centric approaches will define the winners in the retail space for 2024.

2024 marketing trends by Australian and New Zealand retailers reveal a dynamic and rapidly evolving landscape. As competition heats up, those who can smartly manage their budgets and harness the power of digital innovation are set to thrive.

Data sourced from Klaviyo Marketing Spend Report 2024.

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