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E-Commerce and Marketing

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E-Commerce and Marketing
E-COMMERCE AND MARKETING | December 14
2012
| Evaluate the features that must be taken into account when designing a mobile web presence and provide a critical analysis of the benefits and challenges of marketing on mobile platforms. | DESIGNING A MOBILE WEB PLATFORM |

TABLE OF CONTENTS

SECTION DESCRIPTION PAGE

1.0 INTRODUCTION 3 2.0 User-friendliness 4 2.0.1 - Responsive Web Design 2.1 Global reach 2.2 Mobile-specific features 2.3 Mapping and geo-location 2.4 Social-media integration 2.4.1 - Social media integration model theory 2.5 Mobile search engine optimisation 3.0 Mobile platform marketing 3.1 - What are the benefits of marketing on a mobile platform? 3.1.2 - What are the challenges of marketing on a mobile platform?

1.0 INTRODUCTION

The aim of this report is to ascertain which prominent characteristics are imperative when expanding from the common desktop site to mobile web. The report will explore distinctive trends in the mobile web market including accessibility, security, privacy, user friendliness, seamlessness and ease of navigation.

More people browse the internet via a smart mobile device than desktops and laptops combined. An eCommerce Mobile presence does not necessarily mean the web; in some countries in Africa 40% of GDP transactions are completed via SMS.

Depends on what you mean by mobile web presence (define a mobile device? Big discussion; Design for mobility v used for mobility. Tablet usage stats show very few tablets leave the household and are more likely to be shared within the household) Ultimately, any mobile web presence depends on your business objectives?

This report analyses the current mobile market state, more specifically the Smartphone market. How the market came to be where it is today, where it is going and why. Small domestic companies to


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