Retailers, Mobile and Social

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According to's "State Of Retailing Online 2011: Marketing, Social, and Mobile” report, conducted by Forrester Research Inc., 91 percent of retailers currently have a mobile strategy in place or in development (up from 74 percent a year ago). Don't mistake strategy for implementation or success in these channels however - at least not yet.

Retailers participating in the survey report that 21 percent of all mobile traffic is coming from tablets, but the overall amount of mobile traffic and revenue has not increased dramatically. This may suggest that "investment levels in site optimization may still be inadequate" according to the report. For example, 48 percent of retailers report having a mobile-optimized website; 35 percent have deployed an iPhone app; and 15 percent offer an Android app and an iPad app, respectively.

Retailers are having their troubles with social as well. The report also indicates that while social networks surfaced higher as an investment among retailers, ranking fourth on the list of successful customer acquisition sources, the ROI associated with social is muddy with 62 percent of retailers said the returns on social marketing strategies are unclear.

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1 comment

Joey Baker 05-10-2011 3:46 PM

I have done quite a bit of research on social media marketing in general, and from what I gather most people in the social network scene  aren't interested in seeing products and/or product branding as part of there social networking.

There are of course exceptions to every rule and their are some major brands that are seeing exceptional ROI on their social marketing dollars, but it seems to be far and few between.

It's my opinion that the better bang for your buck is in mobile SMS advertising, 87% of the U.S. population own cellphones. Fact 94% of text messages are read within 4 minutes of receiving. Some 80% of all consumers keep their mobile on them all day.

Think about it cellphones have become appendages that many people can’t live without, businesses are increasingly eyeing them as prime real estate for their marketing and advertising messages.

I know I have been seeing overwhelming results from my text service which has become a huge part of my marketing dollars, with an ROI that beats social marketing and PPC combined.

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