One of the few absolutes in business today is that brands must invest in mobile. Though purchases made on a smartphone or tablet still make up a minority share of e-commerce dollars, that gap is narrowing every month. In its latest forecast, comScore predicted that by the end of the holiday season this year, m-commerce revenue in the U.S. alone will likely reach $25 billion, close to 25 percent higher than last year. Mapping out any brand’s mobile strategy, regardless of size, industry, or revenue stream, requires prioritization–e.g., do we need to invest in both a mobile app and a mobile site? In this new video interview, our Head of Research & Advisory Maureen Mullen delves into this very issue, pointing out when and for whom a mobile app-based strategy makes the most sense, as well as highlighting a few brands that have successfully leveraged the platform to their advantage like Sephora and Crate + Barrel. Likewise, Mullen also acknowledges that a site-only mobile strategy isn’t necessarily detrimental to a brand’s online footprint, noting that L2 recently altered its Digital IQ Index methodology so as not to penalize brands without an active mobile app.

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