We are now living, working, innovating and selling in a world in which our best customers are making important decisions from wherever they happen to be at any given moment. We call that “mobile shopping,” and we develop strategies to accommodate our “mobile customers.” This way of looking at consumers made sense for a long time in Internet years, but it is too primitive a foundation for today’s online marketing strategy. This is because the whole idea of “selling to your mobile customer” misses two critical details about the modern connected consumer. As the omnichannel reality of ecommerce sinks in, it has become harder and harder to ascribe any meaningful significance to a particular mobile channel’s conversion rate by itself. Get the full story at Mobile Commerce Daily