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Demonstrating ROI from mobile marketing is key to winning over decision-makers in your company and securing organizational investments for this channel. But the mobile strategies your organization has in place may not yet be measurable or providing you with the necessary data to innovate in new ways.
There is no question that mobile is playing a more important role in influencing consumers as they shop. According to a recent report by Deloitte Digital, 19 percent of all retail sales are influenced by mobile content. Over the past five years, marketers have continued to pour money into mobile apps as a means to influence these shoppers.
As we learned on September 9, Apple is putting Passbook at the center of its Apple Pay system, which I believe will make Passbook one of the most frequently used apps on every iPhone. This move is easily one of the two or three most groundbreaking moments in mobile history — and one I will always remember.
It's no secret: the retail landscape has changed. Brands must work harder than ever before to capture the attention of consumers. Not only do marketers need to win the battle when consumers choose between purchasing online and buying in-store, but brand offerings must be accessible to their core audience at all times across multiple touch points and devices.
There is a lot of buzz about mobile wallets — mostly, the challenges facing mass adoption of mobile payments. This has left many marketers to wonder how they will be able to implement innovative mobile payment technologies into their mobile/brand strategies. While the industry focuses its attention on m-payments (and lack thereof), marketers who want to stand out have a uniqu ...