“Having a mobile site is no longer about being cutting-edge; it’s about meeting customer expectations,” said Chris Mason, cofounder/CEO of Branding Brand, Pittsburgh.
“There is a new breed of power consumers who live by the philosophy of anytime accessibility,” he said. “This audience is on the go, always connected, and they expect the same from their brands. Whenever you can increase customer convenience and revenue, it’s a win.
“Traffic to Branding Brand mobile sites is up 31 percent since January 2012, and revenue is up 46 percent. Whether it’s in-store, in advertising, or in general, mobile is no longer its own separate box. Mobile commerce, as it’s traditionally known, is quickly evolving into commerce, period.”