Internet marketing services looking to take advantage of the growing numbers of mobile shoppers may find a website optimised for the platform could be better than an app, one expert has stated.

Econsultancy's senior reporter Graham Charlton said that, while recognised brands could appeal to an existing customer base with apps, the same may not be true for less established names.

Companies that rely on consumers finding their services through search engines may attract more customers if they have a well-designed mobile site that can be easily used by people searching through their smartphone, he explained.

Mr Charlton also noted mobile could be used for marketing strategies other than direct selling, such as taking advantage of people who may be in a store and want to see if merchandise is cheaper elsewhere.

"It's a way of getting your products into someone's hands instead of someone else's product. That's one big use of mobile and things like barcode scanners have made it even easier," the expert stated.

A recent press release from Hostway warned business they could risk losing millions of pounds worth of potential sales if they failed to cater to the growing numbers of mobile users.

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