Retailers shift their ad spending from TV, radio and print ads to digital ads.
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Today, top retailers in mobile commerce include flash-sale e-retailers, TV retailers with longstanding links to telephones, and prominent web-only retailers—primarily merchants with business models that lend themselves to mobile. But Lyons declares that paying insufficient attention to mobile commerce is a recipe for disaster for any retailer, even regional bricks-and-mortar chains.
"Mobile traffic will outpace desktop traffic next year, if not sooner; and most store shoppers are armed with mobile devices," he says. "Today, if mobile is not the first thing you think about when conducting business, you are already behind."