By Daniel Hunter
Nearly nine in ten businesses plan to increase their investment in mobile marketing in 2015, according to VoucherCodes.co.uk owner, RetailMeNot.
Eighty-seven per cent said they had plans to increase investment, after revealing their current investment was insufficient.
In response to marketers’ most important expressed objectives to drive sales (74%), acquire new customers (72%) and increase website traffic (37%), marketers are continuing to increase their investment in digital marketing.
Of the businesses surveyed, 92% plan to increase digital spend in the next 3—5 years. The study found that the majority of brands are now investing in some form of digital marketing activity, with 66% of marketers currently investing more than 50% of their budget on digital.
The study also confirms the growing importance of mobile, with 87% of respondents planning to increase their spent in this area. While the vast majority of the respondents (71%) aims to drive ecommerce sales directly on these devices, they also acknowledge that the final conversion may happen on a different channel (63%). Nevertheless, it is also noteworthy that nearly 1 out of 10 surveyed retailers (9%) still don’t have a mobile strategy at all.
Despite this general excitement about mobile marketing, many surveyed retailers appear little confident about their mobile own offering. While most businesses are satisfied with their desktop service and 2 out of 3 even feel that they’re ahead of their competitors, they are doubting their mobile apps and websites. This is particularly true in the UK , where more than half of respondents (56%) feel that they’re behind the curve with regards to their mobile website and 7 out of 10 (70%) feel that their mobile app is not as competitive those from other businesses in their industry.
Giulio Montemagno, SVP of Intertational RetailMeNot said: “European retail has been characterised by strong growth in online and mobile shopping in recent years. As a result, marketers are racing to discover the most efficient means to attract and satisfy new customers in the digital environment, all the while enriching and personalizing the customer experience across all channels.
“The survey results confirm the marketers’ enthusiasm for the potential of current and future digital marketing opportunities, despite the fact that almost two thirds of the respondents feel that they’re not yet using these technique to their full potenial. Targeting consumers with offers on their mobile device, which can be redeemed in store or online, can help marketers effectively drive sales and differentiate themselves from their competitors in a way that is highly relevant for their target audience. The retailers who deliver a consistent and compelling shopping experience across the customer journey will win the hearts and minds of consumers.”
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