The mobile phone is the most personal and responsive path to the consumers. The investment in new media planning and marketing tools will need to be integrated in a new type of CRM tool. Mobile commerce data with real-time sales tied in media planning and marketing tool that feeds into the CRM data will be key to ensure the highest levels of consumer’s engagement. As the power shift happens, brands must develop new strategic partnerships to remain relevant and in control of the consumer experience. This is a time of great opportunity for brands to capitalize on this market shift. Get the full story at Mobile Commerce Daily