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Forrester: Retailers using digital marketing to capitalise on mobile traffic

News | digital marketing | Mobile email optimisation | Online retailers

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Retailers are now taking advantage of digital marketing to capitalise on mobile traffic, a study has found.

Results from a recent Shop.org/Forrester Research investigation found that almost nine in ten (87 per cent) online retailers have either implemented or are planning to implement mobile email optimisation this year.

On top of this, seven in ten look set to optimise paid search for smartphones (71 per cent) and tablets (73 per cent).

Recruiters should aim to look for staff who have wide knowledge of digital marketing, as the technology is becoming more and more important in the sector.

If companies hire experts with such prowess, they could benefit from productivity gains and see a significant boost in market performance.

Forrester’s study also covered an array of digital platforms, with email and search being where four out of five retailers are most likely to invest more this year than last, indicating that retailers need to understand how to balance investments and resources.

As well as this, many retailers are altering their staff in order to bolster marketing budget allocations for search and email. 

Furthermore, some 40 per cent of retailers plan to hire for open positions in marketing analytics in 2013, showing how organisations must wrestle down volumes of marketing data to develop more effective interactions.

The study also found that almost three-quarters (72 per cent) will invest in integrating video on their sites this year, whereas another 62 per cent have said that recommendations and personalisation features will be a priority.

Shop.org executive director Vicki Cantrell said: “As consumer adoption of smartphones and tablets in the United States reaches critical mass, retailers know that their marketing mix has to work optimally for all customer touchpoints now.

“Email has always been one of most effective customer retention vehicles in the market, so it’s no surprise to see retailers investing to make email engaging and relevant for the increasingly mobile consumer.”

 


Posted by Jon Aspinell on 22nd February 2013

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