Study: Shopper marketing spending doubles

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

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