The device is different but the methods are familiar. A new survey from Shop.org shows that retailers are shifting their focus--and their marketing dollars--to mobile, but are using well-known methods in doing so: email and paid search.
According to the survey, “The State of Online Retailing Online 2013: Marketing & Merchandising,” conducted in conjunction with global research and advisory firm Forrester Research Inc., 87 percent of online retailers already have or plan to implement mobile email marketing in 2013.
A total of 71 percent will use paid search for smartphones while 73 percent will do so for tablet computers.
“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,” said Shop.org Executive Director Vicki Cantrell.
According to the survey, 28 percent of emails sent to customers are first opened on a smartphone; that number increases to 42 percent for small retailers....more