Mobile Shopper Marketing | Mobile Marketing Association

Shopper marketing has evolved from sales promotion, coupons and incentives to a data-driven embrace of consumer touchpoints along the path to purchase. Online behavior and eCommerce upped the ante, as consumers have come to expect personalization and custom attention from brands and retailers. Mobile is creating another paradigm shift as consumers manage all aspects of their lives via their mobile device. The MMA will continue to explore and try to make sense of this robust area of mobile.

Find Out How Mobile Affects the Consumer Journey In the MMA’s Mobile Shopper Marketing Report

Everyone in the marketing ecosystem realizes mobile is inextricably intertwined with the consumer journey. The challenge is in learning how to leverage it.

In the MMA’s latest white paper: “A Circle, Not a Funnel: The Role Mobile Plays In the Consumer Decision Journey,” you’ll discover mobile’s role from consideration all the way through the post-purchase experience. Along the way, you’ll also find out why the sales funnel is actually a circle, in which satisfied consumers repeatedly re- engage and re-purchase.

This report is essential for anyone in marketing who is determined to meet the consumer where they are – on their mobile device.

Download the full document here.

Current Projects

The group has been focused on a “mobile moments of truth” analysis of how, when and where consumers are using mobile to interact with brands and retailers. This effort has resulted in the paper that you can access above. The next phase of this program will articulate and establish a learning agenda that identifies the key obstacles and opportunities that brands and retailers face as they strive to meet the expectations of the mobile shopper.

Committee Member Companies Include