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Direct Response Marketing

Retail Raising E-mail, Mobile, Social Marketing Budgets

31 Oct, 2012 By: Doug McPherson


DURHAM, N.C. – Nearly half of retailers say they’ll boost their online marketing budgets this holiday season for mobile, social or E-mail marketing channels, according to a new Retail Systems Research study sponsored by Bronto Software that analyzes holiday advertising.

More than 20 percent of retailers say their social marketing will increase slightly from 2011. And 21 percent say they’ll increase their mobile and E-mail strategies significantly. More than half report that they expect the overall volume of E-mails sent this year to rise compared with the 2011 holiday season. About 34 percent don't expect a change, and 13 percent said they’d spend less.

Of those preparing to increase frequency, 36 percent of retailers invested in E-mail personalization and 21 percent in segmentation technologies during the past year. Another 46 percent have invested in technology to acquire new E-mail subscribers, and 43 percent have built up automated and triggered messaging features.

“Retailers clearly recognize the need to market online during the holidays, when they are under the most pressure to capture consumer wallet share,” says Joe Colopy, CEO of Bronto Software. “This study shows marketers have made important investments over the year so they’re poised to accomplish their goals. And while E-mail is a more established channel and has inherent technological advantages for communicating with consumers, marketers are getting ready to use mobile and social to break out of the pack.”

Retailers are also optimistic. Almost 70 percent expect sales to rise this holiday compared to 2011, and about a quarter think sales will jump by more than 50 percent.


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