Mobile Marketing - Retail

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of retail mobile marketing.

Mobile Marketing – Retail

Mi hui Pak

According to a recent online survey by ATG (2010), "consumers' options have grown with the advancement of technology in recent years":

  • "30% of consumers today actually use three or more channels for a single transaction" (p. 3).
  • "Even though it's still in its infancy, mobile commerce is already an important part of the cross-channel experience, particularly with younger consumers" (p. 4).

Zmuda (2010) of Advertising Age agrees that

  • "Mobile phones are fast becoming the way consumers find coupons, research products, compare prices and make purchases."
  • "Retailers who don't...

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