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BizReport : Social Marketing : October 26, 2011

Social media and mobile apps or bust, warns Gartner

Next time the boss asks you to justify social media and mobile app budget increases, trying showing him the results of a recent study by Gartner that suggests it won't be long before half of Internet sales are made via these channels.

by Helen Leggatt

gartner logo.gifThe rising number of shoppers armed with smartphones and tablets means that stores with a good social presence and are easily accessible on mobiles via apps will be the winners.

How important will mobile apps and social become to a company's sales and marketing strategy? Gartner forecasts that they will together generate an astonishing 50% of Internet sales by 2015.

Consumers increasingly view their mobile device as a way to extend their shopping experience and retailers must engage them on this level. They want easy ways to interact with businesses, including through social media.

"E-commerce organizations will need to scale up their operations to handle the increased visitation loads resulting from customers not having to wait until they are in front of a PC to obtain answers to questions or place orders," said Gene Alvarez, research vice president at Gartner.

eBay recently revised its global m-commerce spending forecast for 2011, increasing it by $1 billion to $5 billion. Sales through mobile now account for more than 10% of all purchases on eBay UK and, globally, an item is sold via eBay's global mobile platforms every second.

Tags: e-commerce, Gartner, m-commerce, mobile apps, mobile marketing, research, social media

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