THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
UK marketers set to increase investment in mobile in 2011

Affiliate network, LinkShare has released the results of industry research surveying marketing professionals on their expectations for the year ahead.

GENERAL MERCHANDISE

UK marketers set to increase investment in mobile in 2011

According to the results, investment in mobile platforms is expected to rise and the media sector is set to experience the biggest growth. While many are still assessing the impact of the recent VAT rise, ROI and measurement continue to be major focus areas for general marketing activity.

Mobile investment on the rise
Marketers are starting to pay more attention to mobile platforms with just under half (45%) of respondents indicating mobile marketing and apps are a major growth area in 2011. In a sign of the ongoing strength of the online advertising sector, a third are planning to continue investments in affiliate marketing (33%) followed closely by investments in ads on personal social networks (31%); online video advertising (30%) and sponsored search engine links (30%).

Media sector set to enjoy growth
The media sector is expected to experience the biggest growth according to a third (35%) of those surveyed. Other areas expected to grow include entertainment (29%) and electronics (24%), in contrast to news (9%), retail (7%) and travel (4%) which were identified as sectors set to experience the smallest growth.

Measurement and ROI remains a key focus
Measurement and ROI continue to be major themes for marketing activity in 2011 with 59 per cent of marketers indicating this is a key area of focus. A further 57 per cent will be paying increased attention to delivering targeted campaigns as opposed to traditional mass marketing techniques. For a third (33%) budget cuts are expected to limit company marketing activities and as a result a fifth (22%) believe companies will need to become more efficient as a result of these cuts.

Impact of VAT uncertain
Following the recent VAT increase, the research also drills down into marketers’ perspectives on what impact the rise is having on consumer behaviour. The results are mixed and while 38 per cent felt consumer purchasing habits were unaffected, a quarter (25%) felt the VAT rise has had a very significant impact on behaviours, followed by a further 24 per cent who had noticed a minor change but one not as dramatic as the recession.

Liane Dietrich, MD LinkShare UK, comments: “The research paints a very positive picture for the marketing industry in 2011. The marketing sector is on the cusp of entering a new phase of growth with mobile marketing and investment in apps set to lead the way.

“It’s also encouraging to see that targeting, measurement and ROI continue to be strong themes amongst UK marketers  and certainly echoes sentiments from the conversations we are having with our own customers. We are also pleased to hear that affiliate marketing is becoming a core part of many digital marketing initiatives and we are now focussed on helping to educate our client base on how more advanced affiliate marketing techniques can be used to help boost customer acquisition and improve the bottom line of a business in light of these trends.”

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing