Businesses must utilise internet marketing services in order to react to the growing use of technology among their customer base, it has been claimed.

Communications director at the Interactive Media in Retail Group Andy Mulcahy explained that retailers need to integrate their bricks and mortar operations with their online presence in order to attract consumers.

He added that, because shoppers are able to research products in store through their mobiles, sellers are "going to have to adapt" to this.

Mr Mulcahy also noted that consumers had embraced gadgets far quicker than businesses and there is a "real revolution in terms of communication" going on at the moment.

Continuing, he stated businesses that operated both online and on the high street are growing at a much faster rate than those that exist purely on the internet.

The expert was speaking in response to a recent survey from Cisco, which found that there is a strong interest among UK consumers for 'mashops' that combine a physical store with online information.

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