Last Mile to Store: Mobile marketing and consumers on the go

Discusses the concept of consumers on the go and the need to approach them in the right context with increasingly personalised messages, focusing on the last mile approach.
  • The last mile approach is designed to disrupt the consumer journey, which means communicating with the always-on-the-go consumer by understanding their daily life.
  • While on the go, users are always connected and drive by dozens or hundreds of stores while in traffic, which has brought endless opportunities for brands to interact with their target audiences during a powerful moment: decision-making.
  • Digital platforms directly connected to location and mobility are taking on a leading role as media, from Waze and Uber to Pokemon Go and Tinder.
  • Micro-moments are therefore key points of contact during the consumer journey, which...

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