Retailers hoping to exploit the growing mobile sector by increasing their internet marketing services for the platform must work to improve the functionality and user-friendliness of their sites, it has been stated.

This advice comes following a report from Tealeaf, reported by Econsultancy, which revealed that while ten million people in the UK had attempted to conduct some form of mobile transaction last year, 83 per cent experienced difficulties doing so.

Common problems included receiving error messages, along with trouble logging in and credit card transactions not going through.

Negative experiences when using a mobile site or app could result in reduced sales for the company, as the report found two-thirds of people would be less likely to buy from a business online or in-store if they had encountered problems when using their mobile services.

Firms looking at mobile online marketing services may also like to consider the benefits of implementing location-based strategies, as it was recently stated by Carol Krol of Direct Marketing News that this could be a "game-changing" development.

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