According to a new study from Juniper Research, Global brand and retail spend on digital marketing activities will reach $200 billion this year, up by 15% on 2015 levels.
It was observed that nearly 70% of the net increase on digital marketing spend this year would be concentrated on mobile and tablet devices, as brand strategies evolve to deliver campaigns within an omni-channel digital environment.
The report, said that North America accounted for the largest share of digital retail marketing spend, but during 2015, it will be overtaken by the Far East and China, largely due to the burgeoning Chinese e-retail market.
It notes that in the case of mobile coupons, redemption rates were typically significantly higher and costs per redemption much lower than for traditional mechanisms such as direct mail or newspaper coupons.
Juniper Research believes mobile and online retail value-added services and features such as coupons, promotions, smart posters, loyalty programmes, gift vouchers and other service possibilities together represent a strong proposition for connected devices in the retail environment to engage customers.
Mobile, in particular, is perceived as a key engagement mechanism, given it is with the owner 24/7, it adds.