This study conducted by Forrester Consulting and commissioned by RetailMeNot, Inc. evaluates how smartphones and apps are changing the retail landscape and how retailers can respond. The findings are based on consumer surveys and retailer interviews. Key findings include:
Consumers are selective about the retailer apps they will download and use
Consumers are hesitant to share key information with retailers
Partners can expand a retailer’s mobile presence and reach
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Engagement with content on mobile is at an all-time high across devices, but publishers are behind in monetizing this user behavior creating a wide gap between consumption and ad spend.
60% of time spent on digital media comes from mobile, but less than 20% of ad delivery is via mobile
Results at a glance:
* 80% increase in total sales
* 5x increase in clicks YoY
* Market share increased to 41% during the offer period
* 21% mobile click volume driven by geo-fence placements
A Market Research Study on the Strategic Use of Mobile in
Marketing
Mobile is the catalyst for seismic changes in how brands
will engage with consumers, these will create both new opportunities and
challenges for marketers. The majority of mobile marketing spend today has been
a reflection of desktop, primarily focused on advertising or anonymous
consumers. With the potential intimacy and rich context offered by mobile,
however, the true potential lies in the acknowledgement that mobile is a unique
channel on to itself and a significant opportunity exists not only in
advertising but also lower — funnel marketing or engaging with existing
customers.
Key Findings:
• Most mobile marketing spend is allocated to
upper-funnel tactics. Among the executives surveyed, 90% use mobile advertising
tactics, while only 48% use mobile marketing tactics to engage with their
customers.
• Consumers in emerging markets are more likely to click
through to an ad-three out of the top five countries with the highest CTR are
emerging markets. Brazil leads the pack with an average CTR of 2.58%, while
China trails close behind at 2.4%. Italy comes in third at 2.18%, while Russia
places fourth at 1.88%.
