Ad Age Digital: Visa Is Thinking Mobile-First and That Means Payments
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Mr. Burke says omni-commerce is defined by three characteristics: the idea that consumers are driving the conversation, as it relates to purchases and transactions; consumers’ need and desire to have hyper-relevant information; and a seamless experience integrated across devices.
From a marketing perspective, the brand is also embracing “mobile first with social at its core” through programs like #MyFootballFantasy, which encourages customers to share their fantasies on Twitter and Instagram.
Like Visa, some retailers are moving quickly to embrace the new reality, while others are lagging. “Folks that are leading the way are taking a mobile-first approach to everything,” Mr. Burke said. “They’re thinking about every piece of content that might be relevant to potential or existing customers through the window of mobile.”
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