Majority of businesses to increase mobile investment

Almost nine in ten businesses (87 per cent) will boost the amount they invest in mobile marketing this year, a new survey from RetailMeNot reveals.

The majority of firms (71 per cent) aim to increase the number of ecommerce sales made via mobile devices, but 63 per cent also noted they were aware that final transactions may take place on a different device. Almost one in ten retailers (nine per cent) admitted they have no mobile strategy at all, reports

Moreover, 70 per cent of firms believe that their apps aren’t as good as those of their competitors, and 56 per cent think the same about their mobile website. When it comes to mobile, more than half of businesses (52 per cent) would be happy to invest in new technologies before ROI tests are complete, if it means they can get ahead of the competition, reports

Giulio Montemagno, senior vice president (SVP) of RetailMeNot, said mobile shopping has become increasingly popular in Europe over the past few years.

“Targeting consumers with offers on their mobile device, which can be redeemed in store or online, can help marketers effectively drive sales and differentiate themselves from their competitors in a way that is highly relevant for their target audience,” he explained.

“The retailers who deliver a consistent and compelling shopping experience across the consumer journey will win the hearts and minds of consumers.”