Consumers on the Go with Mobile Technologies
Author: Kevin Campbell
Kevin Campbell is interactive content manager for the AMA.
Technology has impacted the marketing function since the emergence of the Internet more than a decade ago, and its impact continues to grow today. With the proliferation of mobile technologies, the challenges that marketers face grow exponentially because of technology’s ability to reach so many, with so much information, at virtually anytime. It’s a trend that retail marketers in particular are witnessing every day.
Referring to mobile as the wave of the future would be too clichéd to describe this trend. It’d also be inaccurate. Mobile wallet and mobile payment are already here; they’re already making an impact for some retailers. Marketers have to be conscious of them and how to account for them in their marketing plans now if they’re going to meet the challenges ahead.
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