The world is becoming increasingly mobile-centric. No one denies the impact smartphones have had on how we buy products. The purchase journey is just one facet of this, now marketers are having to relearn how best to reach people, engage and influence them. New waves of platforms are emerging where people communicate with more impulsiveness, with the knowledge that each moment is temporary. Central to this trend is the adoption of beacon technology, and the use of location to create intelligent spaces and enable more sophisticated context marketing.
By optimising Facebook's targeting criteria in real-time over multiple markets, McDonald's was able to reach a third of people who were engaged with the World Cup on the social media platform...