The search giant today rolled out new ways for marketers to understand the in-store impact of their ads.
But retailers still need to ask questions before setting a mobile strategy
Going forward, mobile commerce will play an increasingly important role in the sales and marketing programs of businesses, from retail to travel to entertainment, says Bryant Shea, director of content management, for Molecular Inc. an interactive marketing agency. The question is, he says, how?
He will speak at the Mobile Commerce Forum in a session entitled “Apps, sites, text marketing: Where to begin.” The time for establishing a mobile strategy is ripe. According to a recent study from Forrester Research Inc. and Shop.org, 74% of online retailers either have in place or are developing an m-commerce strategic plan, while 20% have fully implemented their plans
“Should your focus be on transactions or services?” Shea says. “Should you build native applications? A mobile-specific site? Both?”
His presentation is designed to help attendees asks the right questions before setting final plans for their mobile commerce strategies. He also will highlight how large brands are using mobile.
Why the editors asked Bryant Shea to speak
As the head of Molecular's mobile practice, Bryant Shea helps clients incorporate mobile into their digital strategies, including mobile site, apps and text marketing initiatives. He also leads Molecular's content management practice. He brings deep experience in handling online content to the mobile arena, with a previous role as a principal consultant in Molecular's Program Management group, where he managed the design, development and rollout of content management systems for such clients as Staples, Oppenheimer Funds and Analog Devices.