How marketers should tackle mobile advertising and "showrooming"

This article discusses research related to mobile advertising and the uptake of "showrooming" among consumers.

How marketers should tackle mobile advertising and "showrooming"

Geoffrey PrecourtWarc

It's marketing conference season in America. And from Phoenix, Arizona to Miami, Florida to New York City - and from the Interactive Advertising Bureau to the Association of National Advertisers to the BRITE '13 conference, sponsored by Columbia University's Center of Global Brand Leadership - two topics kept various constituents in the marketing ecosystem provoked and engaged: big data and mobile.

Big data, of course, inexorably keeps getting bigger. No one has the confidence to know exactly what to do with it, how to bundle it, or what messages...

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