by Brian Lipton

Austin-based RetailMeNot, Inc has released a new study titled “How Retailers Are Adapting to New and Evolving Mobile Marketing,” showcasing a continued increased investment in mobile marketing.

Approximately 90 percent of those surveyed are increasing their investments in mobile or social media advertising this year, while simultaneously indicating they experience challenges in executing or successfully tracking ROI on these efforts.  As consumers continue their adaption of mobile into every facet of the shopping journey, marketers are challenged to adapt strategies to better fit the mobile-minded consumer.

As a result, many retailers choose to partner with companies that can help meet these mobile-specific challenges. The study revealed more than 80 percent of retailers that used partner platforms to issue mobile promotions said they received above-average ROI, up from 66 percent of retailers in 2016. In addition, many retailers rely on partnerships in areas where they lack expertise, such as the ability to track mobile marketing efforts to in-store sales. Indeed, 56 percent of retailers are sharing mobile unique promotion codes or mobile single-use promotion codes to customers through owned and partner apps.

“Marketers should not underestimate the influence mobile marketing has on purchases made in all channels—in-store, online and on mobile devices,” said Marissa Tarleton, chief marketing officer, RetailMeNot, Inc. “Equally as important is the ability to attribute sales back to mobile marketing efforts. Because 90 percent of retail sales still occur in-store, mobile is the key to understanding digital attribution from online to offline.”