Content Marketing Blog

Digital marketing campaigns ‘take priority’ for retailers

The rate at which people access online content via mobile devices is growing – and this is something that many retailers are keen to capitalise on.

It is no longer enough to cater to just one device, especially as the breadth of technology used to access the internet is seemingly growing all the time.

A new survey from and Forrester Research, titled "The State of Retailing Online 2013", shows that companies need a content strategy that can be effective in the online domain.

Of the retailers questioned, 87 per cent are planning on bringing in mobile email optimisation sometime this year, while seven out of ten will optimise paid search for tablets and smartphones.

Email and search emerged as the most popular digital platforms for investment, with many retailers increasing spending in these areas to make sure they remain competitive.

Study authors were keen to point out just how important email is to the marketing mix, as executive director Vicki Cantrell explained:

"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."

Results of the survey show that 28 per cent of emails sent out to customers are initially opened using smartphones, increasing to 43 per cent for small retailers.

Businesses are recognising the need to invest in people's expertise in these areas – 40 per cent of retailers said they plan to hire for marketing analytics positions in 2013 in a bid to offer customers an improved experience when they head online.

The rising popularity of mobile devices presents a number of challenges for retailers all over the world, but also a host of opportunities, providing they can gauge their customers' needs.

Posted by Emma Furze