​A KPMG report finds big retailers that operate offline will increase investments on social media to drive ROI.

​Brick-and-mortar-based retailers may seem like dying businesses, but 85 percent told KPMG they feel optimistic about future growth. In many instances, the forward-thinking outlets are finding ways to drive foot traffic through their front doors by embracing everything web marketing has to offer.

A new KPMG report surveyed approximately 101 key retail executives, 85 percent of whom said they will spend the same as last year or more in 2013 to grab customers’ attention. In fact, 24 percent will invest more in advertising and internet marketing across various channels to nurture leads in the sales cycle.

Executives told KPMG that various tech trends impact their bottom lines. Seventy-one percent credited social media marketing with generating content ROI – up from 58 percent in 2012. Mobile and online shopping (52 percent) and online coupons (51 percent) also contributed to higher profit margins. These insights show that brick-and-mortars have discovered how to increase website conversions and drive still-wary shoppers to buy offline.

Facebook may be a network of even greater importance for business owners moving forward. In a recent blog post, Facebook’s Director of Global Marketing Solutions Dan Levy thanks the more than 1 million active advertisers on the social network. This revelation puts Facebook on par with Google in terms of online advertising platforms.

Marketers looking to increase online and offline sales should embrace new-media channels that inspire consumers to respond and convert. Facebook marketing, despite skepticism around its effectiveness, drives returns for brands across the country. Businesses that build lucrative social media marketing strategies for Facebook can improve key performance indicators both online and off, rounding out their campaign success.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.