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Here's why smartphone shopping matters: While local media in the un-wired age were the primary conduit for connecting sellers with potential buyers, the efficiency and immediacy of smartphone-assisted shopping has created an unprecedented opportunity for both on- and off-line retailers to build powerful, personalized and direct relationships with consumers. The stronger and more efficient those ties become, the less merchants will need to buy ads from such traditional intermediaries as newspapers, radio and television.
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Unless newspapers want to get shut out of their lucrative and long-standing partnership with the retail industry, the shift to smartphone shopping merits their full attention.
Unfortunately, publishers are so technologically out of touch that, according to the Newspaper Association of America, only 110 (8%) of the nation’s 1,382 dailies have gotten around to launching apps for the tablet, which happens to be the fastest-growing electronics product since electricity was discovered.
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