Smartphones are ubiquitous. They are owned by more than 50% of consumers who, according to comScore, spend on average one-third of their time online on their smartphones. It comes as no surprise that marketers are asking when the booming popularity of mobile technology will translate into increased online sales via mobile channels for their brand.
But it’s the wrong question.
A better question to ask is how can the mobile platform be leveraged to empower shoppers to better interact with my brand, online or offline? The sales will come, be it through mobile, .com, or brick-and-mortar, but a focus on ROI pales in comparison to the long-term ROE (Return on Engagement) that mobile can deliver.
Read more: http://www.mediapost.com/publications/article/199332/mobile-is-about-enablement-not-transactions.html#ixzz2SFqleuf8