Marketing on the Move

Q: “Are mobile websites part of your Internet marketing strategy?”—Donald Smith, owner, E.M. Smith Jewelers, Chillicothe, Ohio “It’s always important to stay innovative in order to relate to current times and customers. I’m part of the third generation of the family, and I’m in our target demographic. It helps to see what people my age are doing to look at engagement rings or watches—it’s mostly on the Web or phones. We’ve had great success with our iPad and iPhone app. We had over 1,000 downloads in the past few weeks. It’s pretty incredible because not only are people in Michigan  downloading it, people all over the country are. We update the inventory on the app every few weeks. We have a feature on the app that is kind of like a lifestyle magazine. It was updated the day after the Academy Awards with images of what celebrities wore on the red carpet. It’

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