Social media can help increase earned media, Herman noted, and while the earned media ecosystem is still growing, it has become more validated and is starting to mature in terms of measurement.
Audience measurement services also increased in usage, with Target and Newegg leveraging the most services, at 10 each. Quantcast was the most-used audience measurement tool, with 65% of retailers deploying the service, a 117 percentage-point increase from the 30% that used it in 2011.
All of this data comes after comScore reported that 2012 US online holiday spending reached $42.3 billion, a 14% increase over 2011. As more holiday spending moves online, these retailers are increasingly leveraging online advertising and social media to help them capture ecommerce dollars.
“It's a golden opportunity for retailers, as in theory and in practice, marketing technologies help drive conversion which drive sales, which is what retail is all about,” Herman said. “The benefit is better consumer experiences, better conversion rates, and a more modern retail construct.”