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Retailers to invest more into mobile marketing strategies

JT | April 6, 2016

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.

Retail Investment - Mobile Marketing 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.

Mobile marketing strategies are lacking among many advertisers

JT | April 1, 2016

A recent study conducted by Forrester revealed that this is the case despite knowing how important these campaigns are.

Though marketers are well aware of the importance of mobile marketing as a part of their overall strategy, only a small minority actually integrate this channel into their overall advertising mix, says Forrester.

In fact, in the research results, it showed that only 13 percent of marketers have strategically integrated mobile.

Because the mobile marketing strategies appear to be established in a way that leaves out a component that the marketers acknowledge as being highly important, it doesn’t come as much of a shock that Forrester reported that only 27 percent of marketers stated that their return on investment (ROI) for their campaigns was profitable. Equally, a massive 67 percent said they were unable to measure the ROI of their advertising.

Only 20 percent of the participants in this study said they had the budget they would require for mobile marketing initiatives.

Mobile Marketing - Research Most of the marketers who took part in the survey claimed that the resources they had available to them for focusing on mobile advertising were quite limited. Moreover, only 10 percent felt that their companies would be considered to be mobile savvy.

Many marketing firms supplement their capabilities for internal development. The Forrester research revealed that over half – 56 percent – were working with a number of other partners who could support the integration of mobile initiatives. These partners included everything from specialty vendors to agencies and platform providers.

The outcome has been that marketers are still trying to learn the ropes when it comes to how to use mobile marketing techniques, how they work, how they should be implemented and how their successes can be measured. With a lack of in-market mobile programs from which to learn and hone their skills, marketers are trapped in a trial and error phase and are incapable of demonstrating the level of expertise that would be necessary to lure execs, said the research. The report explained that marketers will need to create a solid business case and set aside an appropriate mobile budget to suit the current opportunity available.