As retailers start to leverage mobile more often, whether that is through mobile apps or a mobile-optimized website, Black said mobile advertising can be a great way to close the loop when connecting with customers.
“We need to figure out how to close the loop and the best way to do that is to drive people into native experiences,” he said. “That creates engagement because you’re involved in a two-way conversation with your customers, and there are more tracking opportunities and more opportunities to collect data.”
Enjoying this content?
Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more!