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Report: Trade Marketing in Transition

A glance at how 100 marketing executives see the future of their trade marketing strategies — and the external factors that will impact them

How marketing execs expect to approach trade marketing in the coming years

To make sense of how marketers are adapting trade tactics and budgeting in an era of shifting sales from offline to ecommerce, Criteo commissioned research firm Kantar/Millward Brown to conduct a survey of 100 marketing executives across the product spectrum, from apparel to CPG. The resulting report outlines the frame of mind guiding brands — over a quarter of which see $500m+ in revenue — in their trade marketing spend, both currently and in the foreseeable future.

In this report, you will learn:

  • How marketers’ confidence in local media has shifted over the past five years, plus which media they expect will increase or decrease in effectiveness
  • The biggest factors still keeping marketers from investing in digital trade spend
  • How trade marketing experts view the future of one-to-one marketing
  • How quickly the industry expects voice assistants like Siri and Amazon’s Alexa to be integrated into marketing strategies