• by Wayne Friedman , Staff Writer, December 10, 2013

Holiday consumer spending may be big for retailers. But it doesn’t mean those retailers will be spending in all areas of media to reach them.

Speaking at the Search Insider Summit, Andrew Shotland, founder of local SEO for Guide.com, says research has shown 50% of chief marketing officers are reducing mobile spending this holiday season.

Joelle Kaufman, head of marketing and partnerships, BloomReach says: “Mobile traffic is going through the roof. But when [consumers] click through a mobile site they don’t always get what they want. It makes no sense to allocate to mobile because it doesn’t convert.”

Dan Boberg, chief executive officer of SyCara, says “44 of the top Fortune 100 companies don’t have a unique mobile experience. That has to change.”

Marc Purtell, director of SEO for Matomy Media Group, says consumers can need a lot of background information to make purchases. Mobile isn’t always good for that.