One of the identified trends has to do with in-store advertising and marketing. Specifically, marketers are trying to replicate the look and feel of their social media efforts for in-store engagement.

Some examples of in-store approaches gaining popularity include visual search, near field communication and a loyalty experience kiosk, according to an article form Business 2 Community.

Visual search allows in-store consumers to search for items using a photo rather than a key word. A customer simply uploads a photo of a product they like, and they will be shown similar items available at the store. Interestingly, visual search users are "50% more likely to be influenced to make purchase decisions or engage with brands because of social media," according to a National Research Group (NRG) report. So reports MarTech Advisor.

Near field communication, meanwhile, is a short-range wireless tool that enables wireless payments from items such as smartphones. A loyalty experience kiosk provides tools that allow customers to access their loyalty program profiles through technologies such as facial recognition and engage with the booth in a personal way, according to the Business 2 Community article.

Some of the eMarketer survey’s other findings:

• CMOs need to focus on team building, growing the business through new channels and leveraging technology to its full impact.
• Marketers finally have the technology needed to generate leads as part of a more targeted regional marketing approach.
• CMOs are investing in proven processes, but also seeking new ways to improve retention and acquisition strategies.