August 18 - 21, 2013
Lake Tahoe

Mastering Mobility: The Year of Context Marketing

‘Mobile’ is so 2010…and 2011…and 2012. The long term impact of the post-PC era is ‘mobility’ not ‘mobile.’ Marketers need to target contexts, activities, moments - not devices. This is about situations, not screens. In-store, before-store, in front of the TV, in-car traffic look-ups, product look-ups. It is about the mode a user is in: lean-back, lean-in, ready-to-buy, in need of distraction, information, a nearby meal. Mobile is just a medium for accessing a wealth of occasions. At the annual Tahoe Mobile Insider Summit we look beyond targeting screens. The complex challenge for marketing in the untethered era is knowing where your customers are in time, space and mindset and how you can access their greatest point of need. Mobility is about a new understanding of consumer contexts.


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