Technology

Retailers focusing on mobile email, paid search

TechnologyJul 17, 2013

Retailers focusing on mobile email, paid search

The device is different but the methods are familiar. A new survey from Shop.org shows that retailers are shifting their focus--and their marketing dollars--to mobile, but are using well-known methods in doing so: email and paid search.

Huntington Beach, Calif.--The device is different but the methods are familiar. A new survey from Shop.org shows that retailers are shifting their focus--and their marketing dollars--to mobile, but are using well-known methods in doing so: email and paid search.

According to the survey, “The State of Online Retailing Online 2013: Marketing & Merchandising,” conducted in conjunction with global research and advisory firm Forrester Research Inc., 87 percent of online retailers already have or plan to implement mobile email marketing  in 2013.

A total of 71 percent will use paid search for smartphones while 73 percent will do so for tablet computers.

“Email has always been one of most effective customer retention vehicles in the market, so it’s no surprise to see retailers investing to make email engaging and relevant for the increasingly mobile consumer,” said Shop.org Executive Director Vicki Cantrell.

According to the survey, 28 percent of emails sent to customers are first opened on a smartphone; that number increases to 42 percent for small retailers.

Given their stated focus on mobile email and paid search marketing, it is no surprise that online retailers are planning to invest more in those areas.

According to the survey, across all digital platforms, email and search are where 80 percent of retailers are most likely to invest more this year than they did last year. In addition, 40 percent of retailers surveyed plan to hire for open positions in marketing analytics this year.

The survey also asked online retailers about their plans for their websites in the coming year. Integrating video was among the top priorities, with 72 percent said they will invest in adding video on their sites. A total of 62 percent said that adding recommendations and personalization features will be their No. 1 focus. This includes capabilities that allow them to create different home pages and unique pages based on individual customers’ purchase histories.

Shop.org is the digital retail arm of the National Retail Federation. Surveys in its “State of Online Retailing” research series polled 65 companies in industries including apparel, footwear, general merchandise, home furnishings and personal care.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

AuctionsApr 16, 2021
Try On This Diamond and Pearl Tiara Before It Heads to Auction

Sotheby’s created an Instagram filter for the crown, estimated to sell for up to $1.5 million.

SurveysApr 16, 2021
March Retail Sales Surge

Another round of stimulus checks helped to bolster last month’s retail sales.

CollectionsApr 16, 2021
Supplier Kim International Revives its Catalog

It showcases 2021 and 2022 styles, with most ready to ship from Dallas, Texas.

Brought to you by
4 Reasons You Need This Program for Mother’s Day

Learn how to increase customer loyalty and revenue by making JM™ Care Plan a cornerstone of your business plan.

TrendsApr 16, 2021
Piece of the Week: Anthony Lent’s ‘Lunar Galaxy’ Earrings

Colorful gems enliven a classic celestial motif.

Weekly QuizApr 16, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of April 12-16, 2021.
Take the Quiz
CollectionsApr 15, 2021
Check Out Stone and Strand’s First Bridal Collection

All six styles are priced under $2,000.

GradingApr 15, 2021
GCAL Introduces Its New Cut Grade Standard, 8X

Diamonds must receive a grade of “excellent” across eight criteria to be deemed an 8X.

Brought to you by
Evaluating Your Inventory For Success in 2021 

After months of pandemic-driven social distancing, restrictions and lock-downs, consumers will be excited to visit your store. Now is the time to ensure you have the right inventory on-hand to capitalize on that excitement!

GradingApr 15, 2021
GSI Expands With New Lab in Jaipur, India

The facility will take advantage of its location in the colored stone hub with a division dedicated to geographic origin and identification.

×