Online retailers boost mobile marketing campaigns

Nearly three-quarters of online retailers already have or are developing a mobile strategy, according to a Forrester Research study produced in partnership with Shop.org, the National Retail Federation’s digital division.

About 20 percent of online retailers say they already have a mobile strategy implemented.

The biggest area online retailers are spending is paid search, e-mail and affiliate marketing. According to the report, retailers are spending nearly 40 percent of their marketing budget on paid search.

“It’s imperative for online retailers to stay on top of what their customers want, and these days it’s all mobile all the time,” Scott Silverman, executive director, Shop.org, said in a press release. “Mobile commerce has tremendous potential and will no doubt grow to become a significant part of overall sales volume in years to come. Whether to increase customer satisfaction, grow their brand or drive traffic and sales, online retailers are in this game to stay.”

Earlier this year, Forrester forecasted U.S. online retail sales to total $173 billion in 2010.

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