The Audience Measurement Event Session Spotlight: Leveraging Mobile's Muscle along Shoppers' Path to Purchase

With mobile so engrained in consumers lives, it's completely disrupted how and when brands can connect with consumers. The Audience Measurement Event focuses on understanding and measuring media consumption in social, digital, mobile and traditional media hubs.

It today's The Audience Measurement Event session spotlight, we highlight the session "Leveraging Mobile's Muscle along Shoppers' Path to Purchase". Microsoft and Omnicom Media Group will share the role of mobile in consumer' purchase paths. For more information on The Audience Measurement Event taking place May 21-23, 2012, in Chicago, download the brochure here. As a reader of this blog, when you register to join us and mention code AM12BLOG and receive a 15% discount off the standard rate!

Featured Session: Leveraging Mobile's Muscle along Shoppers' Path to Purchase

Featured Speakers: Beth Uyenco, Global Research Director, MICROSOFT
Jo Rigby, Global Research, OMNICOM MEDIA GROUP

About the session: It explores the nuances of how mobile is used in the grocery shopping experience across different mobile access platforms, e.g. smart phones & tablets.

We investigate:

• ' How consumers use mobile devices within the shopping/consumption experience both within and external to the store environment
• ' How the role of mobile changes within the shopping/consumption experience with online versus offline purchases
• ' How consumers interact with advertiser messages (including price promotions, branding and relationship marketing) via mobile