“The State Of Retailing Online: Marketing, Social Commerce and Mobile Report” indicates that 74% of online retailers either already have or are developing a mobile strategy. One in five has a fully-implemented mobile strategy in place already.
Online Retailers Integrate Mobile with Other Channels
Report data also supports the following conclusions that online retailers participating in m-commerce:
Are investing in features that support the cross-channel experience. Product and price information, store information, and coupons to support the in-store experience are among the most popular features that retailers are offering consumers.
Have varied level of investment. While respondents anticipated spending on average $170,000 on their mobile sites this year, large multichannel retailers are spending several times that amount, while smaller online pure plays on average are investing much less.
Are experiencing modest gains. Retailers reported that their mobile browsers at this juncture are generating a little less than three percent of overall site traffic and just two percent of revenue.
Paid Search Largest Online Marketing Activity
Outside of m-commerce, established marketing tactics such as paid search, email and affiliate marketing take up the biggest percentage of online retailers’ marketing budgets, with paid search accounting for the most dollars. According to the report, retailers are spending nearly 40% of their marketing budgets on paid search.
Social Media Mostly Provides Indirect Benefits
Listening to customers is the most significant objective for social tools according to respondents, with 80% of online retailers reporting that they are pursuing social strategies to experiment and learn. And while 28% of respondents said that social marketing has helped grow their business, direct sales from social tactics are not widely measured.
Consumers Use Web, Mobile Devices for Food Info
Retailers participating in m-commerce should be aware that consumers are increasingly using the internet and mobile devices to obtain information about food, and are also more educated and confident about food safety, according to a recent survey by Deloitte. In 2010, 36% of consumers visited a food company’s website to get recipes, compared to 35% in 2008. Another 33% of consumers received email/recipes/coupons from a food manufacturer/company, compared to 27% in 2008.
In addition, 23% of consumers visited a food company’s website to get product information, compared to 22% in 2008. And 23% of consumers made a food purchase as a result of something they read online, flat from 2008.
About the Data: Survey data was obtained from 109 companies.