Retail Marketers Emphasize Content for Digital Engagement - eMarketer

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Retail Marketers Emphasize Content for Digital Engagement

Mobile will also be key for satisfying consumers

August 28, 2015

Content is king—of the digital retail experience, according to US retail digital marketers surveyed in June 2015.

Most Critical Factor for Creating Engaging Digital Experiences According to US Retail Digital Marketers, June 2015 (% of respondents)

That’s what Zmags found when it asked about the most critical factor in creating engaging experiences. Nearly half of respondents selected content in the survey, vs. 20% who cited the importance of delivering the right message that right time, and 17% who emphasized omnichannel experiences.

Zmags also found that mobile was a the top of digital retail marketers’ minds. More than half said it would be the most important technology for their strategies going forward.

Retail IT execs have gotten the message that mobile is important, according to RIS News. Those polled in the US in February 2015 cited several mobile-centric items when asked about their key objectives in the next 18 months, including advancing a mobile commerce strategy (32%),expanding multichannel initiatives (22%) and developing new payment technologies (46%).

eMarketer expects mobile to account for 22% of all retail ecommerce sales this year. But the amount of total retail sales influenced by mobile will be even greater.

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