Is Mobile overrated?
Mobile Shopper marketing seems to be the holy grail for retail. Pick a stat, 75%, 65%, 85% of shoppers use their phones while shopping depending on the research you find when checking Google. Should you focus on anything else at all?
Latest research on millennials though suggest that they have no interest consulting their phones while shopping whatsoever. They also hardly ever ask their (Facebook) friends for an opinion.
So what should marketers do? Abandon mobile?
How does this impact (digital) strategy, even outside of retail? How do you make mobile disruptive enough to be effective?