First, businesses should ensure that its main website address is the central location for all digital assets. Diverting an online audience to other channels, whether it’s a Facebook page or Twitter handle, effectively reroutes them to another company and dilutes a business’s own online brand presence. While a social media presence is essential, every brand needs its own unique home that can be completely controlled by the company’s brand management and where customers cannot be tracked or otherwise exploited by a third party. Additionally, with Forrester predicting that mobile commerce is set to quadruple to $31 billion in the next five years, preparing for the m-commerce boom is essential for competing in the new online environment. Consumers now expect a seamless online experience, regardless of the type of device used to access a business’s website. To that end, businesses must ensure that existing websites are optimized for mobile viewing.
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