Content Marketing Blog

Riding the mobile wave: Retailers find ways to optimise digital marketing campaigns

Forget about rushing to work to check your emails anymore, as smartphones allow you to do this while getting ready in the morning or on your commute to the office.

A Nielsen report released earlier this year revealed that mobile internet is now the most common first daily media access point for Australian consumers.

According to Shop.org and Forrester Research, retailers are looking for ways to optimise their digital marketing campaigns across various devices to take advantage of this rise in mobile traffic.

Almost nine in ten (87 per cent) online retailers surveyed by Shop.org and Forrester Research said they have already implemented or are planning to implement mobile email optimisation this year.

The study, The State of Retailing Online 2013: Marketing and Merchandising, also found that seven in ten will optimise paid search for smartphones (71 per cent) and tablets (73 per cent).

Researchers surveyed 65 companies from various retail areas including apparel, home furnishings, footwear, general merchandise and personal care, in order to provide benchmarks of marketing and business investment.

Shop.org executive director Vicki Cantrell said that email has always been one of the most effective customer retention vehicles in the market, so it was no surprise to see retailers investing to make email engaging and relevant for the "increasingly mobile" consumer.

"Retailers continue to optimize the customer experience on their site and to that end have made investments in A/B testing, product detail page enhancements, and personalisation mainstream," said Forrester Research vice president and principal analyst Sucharita Mulpuru.

"Going forward, however, we expect to see much more emphasis on checkout enhancements, as that is a key obstacle for direct transactions on mobile devices."

Posted by April Revake.

Castleford