RetailMeNot, Inc. has just released a new study titled “The Rise of Mobile Marketing Spend in Retail.”
And according to the information gleaned from the report, retailers are poised to pour large amounts of cash into the mobile marketing arena this year.
All told, 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.
The biggest trend of all? 87% of retail marketers plan to invest more in mobile marketing in 2016.
Across various retail categories, marketers are increasingly shifting spend into mobile channels as consumers devote an increasingly disproportionate amount of time engaging with their smartphones versus traditional advertising channels, like TV, catalogs and print newspapers.
“Leaders in retail marketing have been increasingly investing more in digital media through mobile channels, and attribution capabilities are helping them to better understand the real net positive impact of these investments,” says Marissa Tarleton, CMO of RetailMeNot, Inc. “The findings of this study corroborate what we are hearing from our retail partners, including how many traditional marketers are struggling to make the shift as fast as possible while working to measure and understand the impact of these investments.”