MOBILE INFLUENCE, Winning over the New M-Shopper, Chuck Martin

Based on extensive primary research and case studies from leading companies,  how mobile technology is dramatically changing shopping behaviors, rendering traditional marketing obsolete. Martin identifies the 6 specific moments when m-shoppers can be most influenced by marketing messages and information during their purchase process.  These moments comprise the Mobile Shopping Life Cycle™, involve mobile at each phase, and by understanding it, businesses will be able to target their mobile marketing dollars to interact most effectively.  Martin is Director of the Center for Media Research for MediaPost, CEO of the Mobile Future Institute, and Adjunct Marketing Professor at UNH, as well as the author of 9 previous business books include Net Future and The Third Screen.