For any business owner or executive who has spent years contemplating international expansion, now is undoubtedly starting to feel like the right time to act. The media is abuzz with stories about the global economy and technology advancements make it seem easier than ever to reach burgeoning new markets. It's true that markets are opening up and there's enormous potential for retailers that make the right decisions about online content and lead generation, but easy? International expansion isn't easy, even in the age of online retail. Growing beyond borders requires the right mix of people, knowledge and technology.
Retailers face a multitude of questions and options when developing a mobile strategy. One of the key debates is how to "go mobile" — i.e., whether to invest in the development of a mobile website or a mobile app to reach customers and prospects. A company's decision to build a mobile-optimized website or a stand-alone, branded app, or even both, should be made based on what the ultimate goal is for the target audience as well as the available resources to support the constantly changing content, either in conjunction with or independent of the main website.