Shopper marketing spending has more than doubled over the last two years, according to a new study.
Spending grew to 13.5% (from 6%) of the marketing budget between 2012 to 2014, according to Cadent Consulting Group. That represents a $17 billion increase.
“That’s a seismic shift,” said Don Stuart, managing partner at Cadent.
The online study is based on responses of 1,000 manufacturers, retailers and shoppers.
The study adds, however, that spendin