A new survey of senior-level retail marketers conducted by RetailMeNot, Inc., a leading digital savings destination, indicates that 59 percent of respondents spend less than half of their marketing budgets on digital channels. However, digital marketing budgets are expected to increase, with the lion's share going to mobile marketing. Retail marketing decision-makers say almost half (43 percent) of their marketing budgets will be spent in a mobile channel this year.
The majority of retail marketers believe they have yet to tap mobile marketing's full potential. In fact, only 1 out of 4 retail marketers think they are getting the most out of mobile technology. Still, according to respondents, three-quarters (74 percent) of their mobile teams will be responsible for driving both mobile and in-store traffic.
Interestingly, retail marketers recognize the growing importance of location-based marketing, but they are slow to invest in it. Beacon technology and geo-fencing are the lowest on the list of retail marketing priorities.
For a PDF copy of RetailMeNot's survey report, click on the link below.