Learning to "talk to the hand": Home Depot's evolving mobile and social strategy

This report focuses on the shifting mobile and social strategy of The Home Depot, a US retailer. Over a third of The Home Depot's online traffic was drawn from mobile over the course of last year, with the company launching a variety of mobile initiatives, including apps and a tailored search marketing strategy.

Learning to "talk to the hand": Home Depot's evolving mobile and social strategy

Stephen WhitesideWarc

Marketers have long been taught to appeal to the hearts and minds of consumers. But according to Trish Mueller, chief marketing officer of The Home Depot, the world's biggest DIY chain, they also now need to "talk to the hand" of their customers.

Speaking at the MMA Forum– an event organised by the Mobile Marketing Association and held in New York in May 2013 – Mueller argued that cellphones, tablets and other handheld devices are integral to the rapidly-developing world of "interconnected...

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