A recent data analysis has found that retailers, brands and restaurants will be spending more on smartphone ads.
Digital savings experience, RetailMeNot Inc, has recently released its report on a recent study it conducted, titled “The Rise of Mobile Marketing Spend in Retail,” in which it stated that restaurants, retailers and brands will be investing more of their advertising budgets in the smartphone channel.
The study looked into the responses of over 200 retail marketing execs with authority over ad budgets.
The most notable point from this study was that among all the participants in the survey, 87 percent said that they had the intention to make a larger investment into mobile marketing this year. This was the case across all the different retail categories. It was noted that the marketers were shifting the way the budgets would be spent, sending more toward mobile ads and other smartphone based opportunities, while withdrawing funds from certain other more traditional channels.
This trend toward mobile marketing occurs as consumers engage less often with print newspapers, catalogs and TV.
According to RetailMeNot CMO, Marissa Tarleton, “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.”
She also pointed out that retail marketing leaders have been looking to make larger investments into digital media by way of mobile advertising. Attribution capabilities are assisting in allowing those marketers to gain a more thorough understanding of the overall positive impact of what they spend in this area.
Tarleton underscored the fact that the outcome of this survey only further supports the feedback that RetailMeNot has already been receiving from its retail partners. Such feedback includes the opinion that many traditional marketers are finding it increasingly difficult to move as quickly as is necessary toward a new mobile marketing direction while still being able to take the necessary time to go over the metrics and understand what is or is not paying off in terms of the impact their investments are actually having. It looks as though the challenges of this transition are highly commonplace.
When an advertising effort is too transparent as an effort to become something viral, the outcome feels awkward to the viewer and becomes ineffective. However, occasionally, it all comes together and the result can be highly effective. That is the moment that retailers would do just about anything to achieve; to be able to reach those young shoppers and successfully encourage them to act on the call to action.