74 percent of web retailers have mobile strategies: Forrester
By siliconindia   |   Thursday, 01 July 2010, 17:44 IST   |    2 Comments
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74 percent of web retailers have mobile strategies: Forrester
Washington: Online retailers have buckled up to fasten their mobile marketing initiatives seeing the growing demand for mobile applications. Nearly, 74 percent of online retailers either already have or are developing a mobile strategy, according to a study produced in partnership with Shop.org and Forrester research. One in five confirmed that they possess a fully implemented mobile strategy. The survey covered 109 companies and constitutes a part of 'The State of Retailing Online', a research series which provides eBusiness professionals with an annual industry benchmark for marketing and investment and activites. "It's imperative for online retailers to stay on top of what their customers want and these days it's all mobile all the time. Mobile commerce has tremendous potential and will no doubt grow to become a significant part of overall sales volume in years to come," said Scott Silverman, Executive Director, Shop.org. It means increasing customer satisfaction, competition for increasing the traffic and sales will still continue in a big way. "Mobile investment is modest now, but we see that it will pick up in the future, especially among the biggest brands that have already invested significant amounts in their mobile operations," said Sucharita Mulpuru, Vice President, Principal Analyst, Forrester Research. Web retailers enabled with mobile strategies are investing in features that support the cross-channel experience, have varied level of investment and are experiencing modest gains. Online retailers dedicate a huge chunk of their marketing budget on paid search, email and affiliate marketing. Paid search demands nearly forty percent of the marketing budget. Though social media marketing is considered as valuable but the Return on Investment (ROI) for driving sales is still worse. 80 percent of retailers reported that they are pursuing social strategies to experiment and learn while 28 percent noted that social marketing has helped grow their business, direct sales from social tactics are not measured.

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