According to a new study by RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants, and brands, you can expect more spending on mobile throughout 2016.
“The Rise of Mobile Marketing Spend in Retail” is based on conversations with more than 200 retail marketing executives with the authority to make spending decisions.
The big news: 87 percent of retail marketers said they plan to invest more in mobile marketing this year.
“Across various retail categories, marketers are increasingly shifting spend into mobile channels as consumers devote an increasingly disproportionate amount of time engaging with their smartphones versus traditional advertising channels, like TV, catalogs, and print newspapers,” according to a report summary shared with MMW.
Three in 4 (76 percent) retailers there is great value in mobile marketing, and “considerable upside potential” for increased returns on their investments. The majority of those surveyed, though, feel that their efforts are on pace with other middle-of-the-pack industry retailers (53 percent). To stand out from the crowd, nearly 4 in 10 (39 percent) retailers are ready to make mobile a major component of their budget (50 to 100 percent of their budgets).
“We’ve seen increased interest from our retail partners working to better understand how mobile marketing channels like RetailMeNot can help them drive brand awareness, traffic online and in-store, and ultimately sales,” said Marissa Tarleton, CMO, North America, RetailMeNot, Inc. “Leaders in retail marketing have been increasingly investing more in digital media through mobile channels, and attribution capabilities are helping them to better understand the real net positive impact of these investments.”
Read the full study here.