Mobile Email and Search to Become Larger Focus for Retailers

Retailers are often on the leading edge with their B2C marketing campaigns. In this highly competitive sector, it's crucial to connect with consumers and build loyalty.  It socialnetworkusershould come as no surprise that these marketers are ambitiously pursuing their digital strategies in order to follow the consumer shift to digital media. The new  State Of Retailing Online 2013: Marketing & Merchandising from Shop​.org and Forrester Research, Inc. shows just how seriously retailers are taking this move, especially as they focus on mobile search and email.

Retailers are noticing a shift in how consumers respond to email campaigns these days. About 28% of emails sent by retailers surveyed in this study are opened on mobile devices. For smaller retailers, about 42% of emails are opened on smartphones. This change means retailers must hone the message they are sending to customers – making it easy to read and to take action on.

70% of surveyed retailers are also boosting their mobile search efforts this year. About 71% will optimize search for smartphones and 73% will focus on the tablet search experience. In this study, the average retailer spent $13.9 million on digital marketing, with about $5 million of that being spent on paid search.

Once a shopper connects to a website, retailers are taking steps to improve what a potential customer sees. The biggest changes include:

  • Live video 72%
  • Recommendations and personalization 62%

All of these changes mean that retailers will be looking to hire a different type of personnel for their marketing departments. The era of big data requires staffing up to handle analytics. At least 40% of retailers will be hiring for these positions as they analyze the information they're getting from the digital campaigns and adjust tactics in response to what the data is telling them.

To learn more about mobile marketing responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.