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US mobile marketing budgets grow

News, 07 March 2016

AUSTIN, TX: Leading retail marketers in the US plan to increase their budgets across both online and offline channels this year, but mobile budgets are set to increase the most, according to a new industry survey.

RetailMeNot, a marketplace for digital offers, polled 200 senior retail marketing executives and found a full 87% plan to increase their mobile adspend in 2016.

Almost three-quarters (73%) said they plan to increase their non-mobile digital adspend while 62% intend to increase their offline adspend.

However, their focus on mobile marketing was the key finding from the survey, especially as nearly 4-in-10 (39%) said they are prepared to make mobile account for between 50% and 100% of their budgets.

Furthermore, about three-quarters (76%) of respondents said that, while they get some value out of mobile marketing, there remains considerable potential for increased return on investment.

Elsewhere, a similar proportion (74%) reported that their mobile marketing teams are responsible for digital promotions that drive both online and in-store sales, compared to 64% in 2014.

"Leaders in retail marketing have been increasingly investing more in digital media through mobile channels, and attribution capabilities are helping them to better understand the real net positive impact of these investments," said Marissa Tarleton, CMO North America, RetailMeNot.

"The findings of this study corroborate what we are hearing from our retail partners, including how many traditional marketers are struggling to make the shift as fast as possible while working to measure and understand the impact of these investments."

A similar-sized survey, published recently by the American Marketing Association (AMA), Deloitte and Duke University's Fuqua School of Business, also found leading marketers intend to increase their mobile budgets this year.

According to the poll, mobile marketing is projected to see its share of spend increase from 5.9% to 14.6% in the next three years, although concerns linger about how best to measure social media.

Data sourced from RetailMeNot; additional content by Warc staff