Aug. 22, 2017—A recent RetailMeNot study highlighted the problems small businesses experience with mobile marketing, and offers some tips for overcoming those challenges.
The vast majority of businesses surveyed said they are increasing their investments in mobile (92 percent) or social media (89 percent) advertising this year, while simultaneously indicating they experience challenges in executing or successfully tracking ROI on these efforts. As consumers continue their adoption of mobile into every facet of the shopping journey, as Small Business Trends notes, marketers are challenged to adapt strategies to better fit the mobile-minded consumer.
“Part of the evolution of marketing includes a growing reliance on upcoming technology. Often these advancements are created and adopted by consumers so quickly, retailers often find themselves unable to keep up,” wrote RetailMeNot in a quote from its study.
The study also found that almost half (47 percent) of small businesses struggle to keep up with the latest trends in mobile marketing.
The study also found that 53 percent of businesses revealed they are overcoming the challenge of tracking or tying their mobile marketing efforts to sales by partnering with mobile marketing companies.
"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."