State of Online Retailing Survey (SORO from

  • Four out of five retailers surveyed  that this is a great time to pursue social marketing strategies so they can  experiment and learn from them – even if the return is as yet unclear.
  • To date, social marketing initiatives implemented include social network pages, microblogs, and customer ratings and reviews, among others. Anticipated investments going forward center on further leveraging customer / user generated content.
  • Mobile is another significant focus for online retailers. While many are still developing their mobile strategy, retailers surveyed have big plans for functionality for this emerging channel, anticipating an average investment this year for mobile of about $170,000 (and quite a bit more for large and multichannel retailers specifically).