A 2011 report by Forrester Research suggests that while more companies are investing in social and mobile initiatives, return on these initiatives are unclear. The report indicates that while social marketing entices consumers to stores, it is then the physical store experience and product appeal that spurs a sale. Other findings include:
• 91% of retailers currently have a mobile strategy or are developing one.
• 72% of retailers plan to increase spending on social networks this year.
• When looking at returns on social media initiatives, 62% of retailers agreed results are unclear.
• 21% of mobile traffic comes from tablets.
Source: Forrester Research