Clearing The Hurdles Of Mobile With Product Recommendations
By Ken Levy, CEO and co-founder of 4-Tell
Look anywhere in our industry and you’ll find people discussing mobile – how to market to the mobile consumer, how to display inventory on a mobile device, how to deliver coupons on a smart phone – the list goes on. Mobile activity is heating up for good reason - a 2011 Google Smartphone user study shows mobile searches will make up 25 percent of all searches in the world this year. Perhaps an even more jaw-dropping statistic is that 60 percent of users conduct mobile searches before buying a product; while half of those who see a mobile ad take some action, with 35 percent visiting a website and 49 percent actually making a purchase.
Retailers continue to push toward mobile technology to help with the online process; however, many hurdles stand in the way of making this push a reality. Among them, less real estate for promoting products, different intents between mobile and site shoppers and the length of time spent on a mobile site. Mobile users search differently than desktop users; so promotions need to be built differently from the ground up. First let’s take a look at the different intents between mobile and online users.
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