The opportunity to connect a brand with a shopper on a mobile device should be the number one priority for all marketers, says Heineken’s Haley Rubin.
As she puts it: “It’s seeing the potential, embracing it, segmenting your priorities … then really doing it strategically, so that you’re not just dumping your brand in front of everyone.”
It should be mobile-first with everything that we do because it is 100% penetration, basically, in the marketplace today. Everyone is with their phone at all times.
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