Tradedoubler has taken another step towards offering an integrated e-commerce and m-commerce network with the news that it’s hiring an international mobile team. The team will be assigned the task of sharing their mobile knowledge and expertise with advertisers and publishers that are new to the space.
One of the main objectives of the new team is to let more advertisers and publishers know that TradeDoubler’s open for mobile business. Market Unit Leader North West for Tradedoubler, Rob Wilson, spoke to A4u about how they’re currently helping some businesses, but want to educate even more about the prospects of mobile. “We’re already working with companies such as The Body Shop to generate mobile revenues and we want to help more companies grasp the mobile opportunity,” he divulged.
A mobile concern
Estimates by Tradedoubler point to 8% of European retailers with a fully functional, transaction-capable mobile site or application. The network believes this lack of interest reflects widespread confusion and concern among organisations about the best way to invest resources. Addressing technical and ethical obstacles such as platform and device fragmentation, user experience, security and data privacy is also likely a sticking point.
Forrester Research’s Mobile Commerce Forecast, 2011 To 2016 predicted m-commerce sales are to grow 40% each year for the next five. The stat is likely to be partially responsible for Tradedoubler’s mobile team acquisition as it seeks to help customers navigate their way through the hype and confusion around mobile marketing.
ADT was only the beginning
The company has previously asserted it was the first to be an integrated e-commerce and m-commerce affiliate network, which helped advertisers extend online programmes to users on mobile devices. Tradedoubler followed that up by launching a feature it calls Application Download Tracking for iOS and Android in early 2012. ADT enables companies to measure the ROI on app downloads in addition to being able to track leads and in-app purchases.
CEO of Tradedoubler, Urban Gillström, reaffirms the company’s stance that businesses cannot continue to drag their heels when it comes to mobile. “The data is breath-taking. Our mobile traffic is already generating more than two million sales per month,” he said. “No advertiser or online publisher can afford to ignore such an opportunity.”
Mobile services appear to be a priority for Tradedoubler, which given recent figures showing mobile uptake is understandable. The company has undertaken a significant rebrand to reflect the refocusing of efforts both online and in the mobile space. Tradedoubler will be backing this up with a programme of m-commerce education and insight underpinned by industry-leading research that will be revealed at the a4uexpo Europe in Barcelona on 19 - 20 June.