Shopper Marketing

Mobile commerce will grow exponentially during the 2013 holiday season with consumers buying at home and in store via their phone. In fact, mobility will drive e-commerce sales gains of between 13 percent and 15 percent. Today's sales and marketing strategies, therefore, need to acknowledge the mobile device not as a "channel" but rather as gateway to multiple channels.

With the advent of personalized digital marketing, social and mobile engagement, and rich consumer insights, brands now have an unprecedented ability to engage directly with consumers, shifting the balance of power between manufacturers and retailers. This month, we asked Cassandra Moren, senior director, CG & Retail Solutions Industry Marketing, Oracle, to weigh in on this unstoppable trend.