Retail marketers, following the lead of mobile-happy consumers, are definitely showing their love for mobile as a marketing vehicle. Nearly nine in 10 (87%) retail marketers will boost their mobile budgets this year — the highest growth rate of any channel. Just under three quarters (73%) will be upping their non-mobile digital advertising spend, with 62% planning to increase their offline budgets.
There are also strong indications that marketers’ romance with mobile is still only in its honeymoon phase: 76% of retailers believe that while they are currently getting some value out of mobile marketing, there is still considerable upside potential for an increased ROI. In order to stand out from the pack, 39% of retailers are prepared to make mobile a major component of their budget (i.e. comprising 50% to 100% of the total).
These results, from a RetailMeNot survey of more than 200 marketing executives conducted in January, confirm mobile’s increasingly influential role. In fact, 74% of retail mobile marketing teams report being responsible for digital promotions driving both online and in-store sales, up from 64% in 2014.
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In addition to mobile’s embrace by consumers, marketers like the trackability and cross-channel insights provided by mobile coupons, which also help address attribution challenges. Three quarters of retail marketers report that mobile unique promotion codes issued through partners provide them with above-average ROI.
Click here to download the complete survey results.
