28 Feb '13, 8pm

Understanding the full value of mobile: adidas and RadioShack drive in-store traffic with mobile

We live in a multi-screen world where people are constantly connected and moving seamlessly across devices. Not only do mobile devices keep us connected anytime and anywhere, but they play an increasingly important role in shopping, both online and offline. With mobile, consumers no longer just take linear paths to purchase that begin and end on the same device. Instead, there are a range of customer journeys - like starting on a smartphone and ultimately buying in-store, continuing on a different device, or making a phone call. This era of mobility is bridging the digital and physical worlds, so marketers need to fully understand mobile’s impact both online and offline, and evaluate how each of these actions applies to their business. Here’s a look at two brands who’ve invested in understanding the full value of their mobile efforts: adidas Being locally relevant is key f...

Full article: http://adwords.blogspot.com/2013/02/understanding-full-va...

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