NACDS, A.T. Kearney release findings of digital marketing study

NEW YORK — This week at the National Association of Chain Drug Stores' Retail Advisory Board’s working group on outreach and business development, along with A.T. Kearney, presented findings about marketing efforts among retailers, CPG manufacturers and pharmaceutical companies from its “Winning with Digital Marketing“ study.

The study includes surveys and interviews with retail and CPG executives in the chain pharmacy sector and it looks at five aspects of companies’ digital marketing: strategy, organization/capabilities, process, metrics and maturity of discipline.

The study identifies a shift among retailers in particular to more strategic objectives, among them brand awareness and tailored pricing. Companies’ top five goals appear to be increasing traffic in-store or on ecommerce sites, more insights about customers, engaging and relevant customer interactions, sales increases and a desire to facilitate customers sharing ideas about the brand. However, very few of those surveyed feel that their digital marketing efforts are cutting-edge or advanced, with most ranking their efforts as “emerging.”

Though this might lead some to bring on outside parties to manage their digital media strategy, the report warns that this might not be beneficial in the long run.

“Recruiting digital marketing talent into traditional corporate environments can be difficult, with many of these individuals preferring smaller, more entrepreneurial environments,” the report said. “Nevertheless, there is a risk of creating a downward spiral: If companies continue to outsource the management and execution of their digital marketing, then they will never develop the capabilities they need to excel. And as digital marketing becomes more important, companies with an in-house digital capability may be in the best position to establish relationships with customers, promote their brands, and ultimately drive sales.