POST Online Media Lite Edition


Vast majority of retail marketers plan to invest more in mobile

Staff writer |
According to RetailMeNot's study "The Rise of Mobile Marketing Spend in Retail," 87% of retail marketers plan to invest more in mobile marketing in 2016.

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More than 200 retail marketing executives with the authority to make spending decisions participated in the study, which revealed major digital trends in the year to come.

Marketing spend set to increase across all channels, but mobile leads the pack. Retail decision-makers are poised to increase marketing spend across both online and offline channels, with mobile budgets set to grow the most.

In fact, 87% of marketers plan to increase their mobile advertising spend, while 73% plan to increase non-mobile digital advertising spend and 62% plan to increase their offline advertising spend.

Three in 4 (76%) retailers believe that while they are getting some value out of mobile marketing, there is still 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%).

To stand out from the crowd, nearly 4 in 10 (39%) retailers are ready to make mobile a major component of their budget (50% to 100% of their budgets).

Retailer mobile teams are increasingly responsible for driving both mobile and in-store traffic. 74% of retailers' mobile marketing teams surveyed in 2016 reported being responsible for digital promotions that drive both online and in-store sales, compared to just 64% in 2014.

Mobile coupons provide trackability and insights across channels.

As retailers look to solve the attribution challenge that mobile brings to the consumer journey, mobile single-use and unique promotion codes are providing key tracking capabilities for marketers and helping to reduce breakage.

75% of retail marketers surveyed feel that mobile unique promotion codes issued through partners provide above average ROI.

More accolades for RetailMeNot. According to the survey, RetailMeNot ranks #1 as retail marketers' preferred mobile coupon partner, and ranks #3 as a mobile marketing partner that provides the best ROI.

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