In the second episode of our mobile series, we turn to the expert, Walt Doyle, CEO, WHERE and GM, PayPal Media Network, to explain geo-targeting and geo-fencing and how brands can utilize this technology. Throughout the episode, Doyle provides marketers recommendations to leverage this technology to successfully reach the consumer.
Walt Doyle, GM, PayPal Media Network, joins the Insights Lab for a two-part video series on the different facets of mobile. In this episode, Doyle defines and discusses mobile commerce. In the marketing world, there is lots of buzz around mobile commerce or m-commerce and the future of m-commerce. But, let's take a step back and view m-commerce from a consumer's perspective. According to Doyle, consumers are engaging with brands and products throughout the day across a variety screens and then subsequently purchasing on those same screens. So, the purchase funnel has morphed into a "purchase pretzel," in which brands can engage with consumers at a variety of access points. Doyle shares how brands can leverage this shift in consumer behavior to engage with key audiences and ultimately increase consumers' purchase intent.