“Many smaller companies are concerned about boosting their mobile presence, and for good reason: Viswanatha Rachakonda, CEO of digital marketing company iQuanti, said that customers are increasingly more connected via their mobile devices, which is leading to earlier research and longer sales cycles for the holidays. “”The acceleration of app usage … will [lead to] purchases being made on the move on Amazon or other e-tailers,”” Rachakonda said. “”Ensure that your digital presence is mobile-ready, since the search may be happening on mobile. Your Black Friday sales may [also] be lower than expected. That has been the trend as sales cycles move online and go longer.”””

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