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Thursday, 15th September 2011, 12:58:13
Ecommerce businesses 'cannot ignore the power of smartphones'
Ecommerce businesses have been urged not to ignore the popularity of mobile phones when developing online marketing strategies in a bid to attract customers to purchase items from their website.
Rob Thurner, mobile consultant, trainer and speaker for the Institute of Direct and Digital Marketing, advised companies against underestimating the impact the innovative gadgets could have on their overall success.
"Brands really must make sure that their site renders well across a whole range of mobile devices, whether they're traditional handsets, smart phones or they're iPads or tablet devices," Mr Thurner suggested.
His comments were made after a survey carried out by the Internet Advertising Bureau (IAB) and retailer John Lewis revealed that 30 per cent of consumers would switch to an alternative brand if a company's ecommerce website failed to cater to mobile phone use.
In addition, the study noted the power of mobile advertising by stating that it can increase a person's unprompted awareness from three to 24 per cent, with more participants claiming they were impressed with a particular brand as a result of them having a mobile-optimised website.
Alex Kozloff, senior mobile manager of IAB, said: "The study also highlights the importance of having a fully mobile-optimised experience throughout the user journey - right through to the destination site after the click."
Mr Thurner, who also conducts training for the IAB and Institute of Promotional Marketing, urged companies to ensure their websites render well across a wide range of mobile devices, including traditional handsets, smartphones, iPads or media tablets.
He went on to suggest that the emergence of the increasingly popular technology has unlocked a number of new revenue opportunities for ecommerce businesses looking for alternative ways to interact.
"Mobile is able to unlock new segments of consumers rather than simply relying on existing groups of consumers and gives them an alternative channel to communicate," Mr Thurner explained.
Posted by Phil Williams
Count on Hostway to help you deliver a secure, around-the-clock online shopping experience to your customers 
Categories: | Ecommerce |
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