Chicago -- Despite all of the hype surrounding mobile commerce, just 36% of chief marketing officers at retail companies have included mobile in their holiday marketing strategies this year, according to a recent BDO USA survey. And of the CMOs incorporating mobile, 84% say it accounts for less than 10% of their holiday marketing efforts. The findings are from the most recent edition of the BDO Retail Compass Survey of CMOs, which examined the opinions of 100 chief marketing officers at leading retailers located throughout the country.
“Mobile marketing is still in the experimental stage, and flat holiday advertising budgets do not leave much room to test new waters,” said Steve Ferrara, partner in the Retail and Consumer Practice at BDO USA. “Still, mobile is hardly an afterthought for retailers. As consumers demand a more personal brand experience, we expect to see huge growth for mobile as it follows the same trajectory of the now-ubiquitous e-commerce channel.”
The survey also found despite the aggressive holiday advertisements that have already appeared, CMOs are not drastically adjusting their holiday spending. Sixty-five percent say their 2011 holiday marketing and advertising budget remains the same compared to last year.
In other findings: