Driving much of this increase is the continued migration from print media to online marketing, especially mobile and social media.
In their book Branded!, Bernie Brennan and Lori Schafer highlight several
companies’ significant focus on mobile marketing…
“STARBUCKS, with over 12 million fans on Facebook and the No. 1 social brand.
ZAPPOS, whose culture is its brand, has 1.7 million followers on Twitter.
WET SEAL, an innovator in teen engagement through its Outfitter social network.
MACY'S, using its digital hub to engage customers across all channels.
JCPENNEY, embarking on a digital transformation through open culture.
PIZZA HUT, with its award-winning "killer" iPhone app and ubiquitous Tweetologist”
In an interview with sascom Magazine, National Retail Federation President Matthew Shay sees retailers increasing their focus on mobile and social marketing , “Though mobile retailing has come a long way, there are still plenty of growth opportunities. Retailers view mobile commerce not as only a sales driver, but also as a way to engage with a specific audience. When it comes to where mobile ranks as a priority for retailers, the NRF Foundation's 2011 Retail Horizons report found 69 percent of retailers identified mobile commerce as a top strategic initiative, up 28 percent from 2010.”
Are you taking advantage of this significant opportunity?
Reference Sites: http://www.census.gov/retail/marts/www/marts_current.pdf