Originally published on ClickZ– January 22, 2013
Today’s consumers are roamers – they’re constantly on the move jumping in and out of different channels, devices, and stores. With their attention so fragmented, marketers are facing big challenges in building their brands. They need to deliver a consistent brand experience no matter where consumers go – both online and off.
The challenge is – how do marketers engage with consumers at specific times, in specific locations, with specific devices? The more information that is known about a consumer, the better marketers can understand and engage them. Ideally, marketers want a 360-degree view of their customers, to optimize their campaigns with real-time insights, and to deliver a consistent and quality experience that drives more effective conversions.
I recently spoke to the CEO of Retailigence, Jeremy Geiger, who pioneered a data platform that optimally converts online consumers into offline buyers, about the trend of leveraging location information and what it means for the future of advertising.
To see the full interview with Jeremy, please see the article on ClickZ: Delivering Customized Mobile Advertising to Build Your Brand in the Digital World.