Preview of 'Mobile Advertising: Finding its Place on the Path to Purchase'

In many ways, the path to purchase has been changed forever in a world gone mobile. Some brands, including venerable ones that one might guess would be the last to adapt, are creating a bright future through the adoption of wireless strategies and targeted mobile media. Others, however, haven't left the starting block and could suffer immeasurably for years to come.In the November 2013 issue of Shopper Marketing magazine, the Path to Purchase Institute and sponsoring partner Catalina will present a white paper written by longtime mobile marketer and author Jeff Hasen that will address some of the challenges posed by the mobile revolution, and how key CPG leaders are addressing them. Readers will learn:How nearly 100-year-old Del Monte is using mobile to fulfill its mission of “making life easier.” Mac Tillman, vice president of marketing and creative services, will explain how his company's marketers got the license to move fast with the new channel while also balancing all interactions with shoppers so that a solution “never becomes an annoyance.”How Lowe's practices what it preaches in mobile as it “Never Stops Improving” and the company's belief that mobile is the “evolution of the experience economy.” Sean Bartlett, director of mobile strategy and platforms, will explain the thinking behind his philosophy that commerce should and can be “a byproduct of the greater experience.”Facts and figures that suggest that shoppers are actually using their phones in-store far more frequently than many analysts believe, along with the views of industry leaders about mobile's ramifications for their businesses.Why there is low correlation between click-through rate and sales impact, and some suggested approaches for migrating to a more measured, mobile approach.What can be measured in mobile, how that affects what a marketer can and can't do, and where mobile measurement is headed.Why Mondelez has made “the biggest bet to date” on mobile, and how some of its earliest programs are faring.Some of the key considerations that Kellogg takes into account when creating a mobile roadmap and how marketers can apply a version of that approach to their business.About the SponsorFor nearly 30 years, St. Petersburg, Fla.-based Catalina has influenced the preferences, purchases and behavior of consumers by delivering the right message to the right audience in the right environment. Catalina helps the world's leading CPG brands and retailers drive lift and loyalty by personalizing the consumer's path to purchase through mobile, online and in-store networks powered by the largest shopper-history database in the world.Mobile: Catalina's personalized mobile display and video network reaches 70 million households. Each month, Catalina's mobile commerce network influences 1 million shoppers, driving more than $1 billion in annual purchases.Online: Catalina's personalized online display and video network reaches 50 million households.In-Store: Catalina's in-store media network influences 230 million shoppers in the United States, and millions more through an expanding global network.About the AuthorJeff Hasen has counseled businesses of all sizes, enabling them to define their mobile strategy, establish or further their mobile project roadmap, and identify additional business growth opportunities. Through his work, companies have become equipped to manage the prioritization of mobile cross-channel solutions that facilitate sales and drive customer loyalty.Jeff is the author of the new book “Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices” from Wiley Publishing. His jeffhasen.com blog on mobile is often named one of the top in the category. Jeff co-created the certification program for the Mobile Marketing Association. He is one of two individuals certified by the MMA to train on definitions, techniques and benefits.

Preview of 'Mobile Advertising: Finding its Place on the Path to Purchase'

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