According to the findings of a new BDO USA survey shared with MMW, the number of retail chief marketing officers (CMOs) using mobile in their holiday marketing mix increased for the third consecutive year.
“This is the first year mobile marketing is being used by the majority, according to the tenth annual BDO Retail Compass Survey of CMOs, a survey of 100 CMOs at leading retailers throughout the country,” the report summary notes.
Approximately two thirds (65 percent) of CMOs will tap into mobile, up from 49 percent in 2014. And of those using mobile, 34 percent will focus most heavily on delivering mobile coupons. As retailers turn to mobile to round out their omnichannel approach, they plan to focus 12.2 percent of their marketing efforts on mobile technology.
More than half of those surveyed (60 percent) are familiar with the concept of an enhanced omnichannel approach, and a little more than a third (37 percent) of those respondents report adjusting their marketing strategy to provide customers with a cohesive experience across channels.
“With consumers literally sleeping with their smart devices, researching and making more purchases online, it’s no surprise that retailers are prioritizing the use of mobile in order to capitalize on consumers’ digital dependency,” says Natalie Kotlyar, partner in the Consumer Business practice at BDO. “And while retailers are ready to reap the rewards mobile provides, they also remain cognizant of the challenges it can present from a data management and security perspective.”