NEW YORK – The explosion of mobile over the past few years has enabled brands to tap into the medium as a supplement to their other experiences, building a bridge between them using mobile marketing, according to a panelist at Mobile Commerce Daily’s Mcommerce Summit.
“The number of transactions on mobile is stil very small, but one of the things we learned led us to extend to other areas,” said Dave Sikora, CEO of Digby, Austin, TX. “Consumers look for products on mobile, but a lot of the searches were looking for directions to find the store.
“It’s really underscoring that mobile is not the extention of an ecommerce site, but it’s the multichannel glue that’s holding it all together,” he said. “People are buying on mobile, but it’s much bigger than that.”