80% of Businesses Embracing Mobile Strategies

Survey Indicates Businesses Prefer to Use Mobile Websites Over Downloadable Apps

A recent mobile commerce survey by Adobe Systems indicates that 80% of businesses across a wide range of verticals are planning to, or already have, integrated Mobile Marketing into their existing marketing strategy.  Approximately 75% of the respondents were U.S. based businesses.

According to Sheila Dahlgren, Senior Director of Product Marketing at Adobe, “Multi-channel shoppers tend to purchase more; therefore, companies must effectively engage customers by delivering consistent, rich experiences across all channels — including mobile — to maintain and fuel current double-digit e-commerce industry growth rates.  The survey results demonstrate the opportunities that exist for companies to fully leverage rich visualization features to improve their emerging mobile presences and drive cross-channel sales.”

The survey indicates that only 8% of respondents preferred the use of a downloadable, application-only mobile commerce strategy, the rest appeared to embrace the use of mobile websites and other mobile strategies.  Respondents indicated that if marketing resources were constrained and companies could choose only one vehicle to drive mobile commerce, the majority would opt to deploy mobile websites.

The businesses further indicated four areas were the main focus of their mobile strategies:  Promotions, commerce, product information, and branding.  A full 75% of respondents deemed branding as the main focus of their mobile strategy.  “Indispensable viewing features” such as full-screen image zoom and videos were cited by 55% as the most effective way for mobile users to browse or display products on their devices; and 96% indicated that the most effective mobile visual merchandising features for promoting products were catalogs and brochures, alternative images, and zoom and pan.

If your firm is interested in exploring Mobile strategies to promote your products or services, Strategic Growth Concepts can help. Review our website or our Marketing Blog for a wide variety of Mobile information, or contact us at Linda@StrategicGrowthConcepts.com to schedule an appointment to discuss the ways Mobile can help increase revenue for your specific business.

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