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Mobile: Understand your consumers or throw money away

Kyle Montero
Mobile: Understand your consumers or throw money away Kyle Montero

The constant flow of inspirational ideas paired with the beautiful grounds, amazing food, and friendly atmosphere of the iMedia Breakthrough Summit provide a goldmine of potential blog topics.

I could go on and on about the Colorado River hiking trail, the hotel’s lazy river, or the sheer beauty of the resort, but during Tuesday’s keynote presentation, “Shaping the Future of Marketing Innovation,” a key summit theme emerged that deserves a post of its own.

The keynote’s speaker, Stephanie Bauer Marshall, is the director of precision marketing insights at Verizon Wireless -- a business segment Marshall launched this year that provides brands with custom solutions powered by insights based on customer mobile engagement, location, and demographic information. The revolutionary rise of mobile allows marketers to make smart data-driven decisions by understanding the constantly connected consumer’s behavior. In other words, Verizon’s new business line helps brands better understand the customer’s relationship with their mobile device by distilling valuable behavioral data.

The existence of Verizon’s precision marketing division points to an overarching theme that has clearly emerged from the Breakthrough Summit: The key to mobile is understanding the new connected consumer.

During her speech, Marshall treated summit attendees to a glimpse into Verizon’s mobile strategy and offered three important steps: 

  1. Understand your consumer

  2. Engage with your consumers

  3. Transact with your consumers

According to Marshall, a brand that clearly takes these points into account is Charmin. This is evident when we look at the company’s “SitOrSquat” mobile-optimized site and app.

Using the GPS-enabled bathroom locator app, tourists and locals alike are able to locate the nearest public restrooms. Users upload bathroom locations and are able to comment on each of the restrooms, allowing for Charmin customers to not only find the nearest bathroom, but also the best. If users enjoyed their experience, they label it with a “Sit.” If they didn’t, the restroom gets a “Squat.” This is a clear example of developing an awareness of the needs on-the-go consumers. In addition, the app provides both utility and entertainment -- a must-have combo for branded mobile apps. Here is the video further detailing the offering.


According to Marshall, the most overused headline in digital is, “The year of mobile.” The phrase has been thrown around for a while now. Writing with the end of the summit in sight, it’s great to see how far the mobile industry has progressed to center its focus on understanding the new connected consumer.  “The year of mobile” isn’t appropriate anymore. “The year of the connected consumer” is more like it.
Kyle Montero


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