About this paper
Today, billions of smartphones are in use and shopping is no longer something you "do". Rather, it has become a continuous, cyclical experience for many consumers, who now control the process. This new reality of the way we live and shop with smartphones presents huge opportunities for marketers. Why then, have we fallen short to market effectively to these prospects, and profit accordingly from this new mobile market? The Harvard Business Review paper, How Mobile Devices Are Changing Marketing, shares important insights about recent research, trends and implications on mobile consumers, and sheds light on how we can improve marketing to mobile consumers.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 80,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know® .