Tag: smartphone

Wait A Minute, I'll "Google" It

by Jack Loechner, Staff Writer According to the Mobile Marketing Association’s Mobile Shopper Marketing Committee, the role of the smartphone in retail deserves a much closer look. The ensuing white paper evaluates the buying process through a specific framework: McKinsey’s “Consumer Decision Journey,” the result of a 2009 study which reframed how marketers should view a customer’s path to purchase. McKinsey examined over 20,000 qualitative and quantitative purchase decisions across five industries and three continents to build its report. The Paper came from the realization that digital transforms marketing away from being......

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