Mobile's role in the final stages of a consumer's purchasing decision is widely known, but it's also important at earlier, passive stages, said Pele Cortizo-Burgess, global director of integrated planning at London media agency MEC. Marketers "need to take a more holistic look at all of the days leading up to a purchase. ... I am asking you to consider this person for all of the years that lead up to building his or her perception of your brand," Cortizo-Burgess said in an interview.
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