49 Percent of Retail Marketers Say Rich Media Content Is Critical to Gaining Consumer Attention yet 40 Percent Lack Time

BOSTON — August 4, 2015 — Content marketing technology specialists Zmags today revealed the results of its State of Digital Marketing Survey 2015 which indexed the attitudes of online marketers at 200 blue chip retail companies.

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The survey looked at four critical areas affecting the delivery of online marketing experiences: factors in creating digital experiences, biggest challenges for marketers today, most important technologies for engagement, and time to market.

Brian Rigney, CEO at Zmags said, “Our State of Digital Marketing survey clearly shows that online marketers are simultaneously pressured in two ways — the need to create rich content experiences online and the lack of time, resources and tools with which to create and launch them.”

The headline statistic is that 49 percent of the respondents indicate that content — creating rich media experiences — is the most critical factor in getting consumer attention. Content was considered more important than all other key factors including:

  • Context – delivering the right message at the right time, 20 percent
  • Omni-channel – delivering content across multiple channels and devices, 17 percent
  • Ease of purchase – making it easy for consumers to buy, 9 percent
  • Speed – getting experiences to market fast, 5 percent

While the need for rich, engaging content is clearly a priority, 40 percent of respondents feel challenged by a lack of time in creating those experiences.

Other challenges included dependency on agencies or third-party IT companies (23 percent), the need for stronger technical skills and knowledge (22 percent) and a lack of the right tools or technology (15 percent).

Elsewhere, the survey indicates that nearly a quarter of marketers (24 percent) are taking a month or more to launch online campaigns.

“In a fiercely competitive sector, it is essential to employ the tools that allow marketers to easily create and deploy to their website rich digital, e-commerce-enabled experiences such as lookbooks and product campaigns,” added Rigney. “Moreover, bringing experiences to market as quickly as possible has become critical to freeing up time to respond to market trends and fluctuations in inventory levels or to create promotions — all absolute success factors as the preparation cycle begins for the holiday period.”

Meet up with Zmags at the forthcoming eTail East (August 10-13),; learn more from the free 2015 State of Digital Marketing on-demand webinar presentation,; or download the e-book of the 2015 Digital Marketing Survey report in full at

For more information on Zmags, please visit Follow the company on LinkedIn at, on Facebook at on Twitter at @zmags.

About Zmags

Zmags provides the technology businesses need to deliver instant digital gratification. The Zmags content marketing technology is built for marketers who want to create attention-grabbing digital experiences but don’t have time for lengthy technology learning curves and custom development. The Zmags Creator and Publicator platforms enable companies to rapidly create and publish memorable digital experiences without writing a single line of code. Over 1,500 of today’s leading companies, including NY&C, Nike, Neiman Marcus, Kate Spade, Pier 1 Imports, Lucky Brand and more, trust Zmags to help them instantly connect with their customers in the moments that matter. The company is headquartered in Boston, Massachusetts, with offices in London and Copenhagen. For more information on Zmags, please visit

###Zmags Creator and Zmags Publicator are trademarks of Zmags. All other brand names and product names are trademarks or registered trademarks of their respective companies.

Tags: Zmags, Creator, Publicator, eTail East, fashion, retail, retailer, ecommerce, marketing, content marketing, digital publishing, customer survey, attention metrics, rich media, customer experience, website design

Media Contact:

Dottie O’Rourke
TECHMarket Communications
(650) 344-1260