How to make mobile a key driver of in-store sales

Every year in recent memory has been hailed ‘the year of mobile’, but as smartphone use grows and ad spend rises it is becoming increasingly vital – yet challenging – to attribute sales to mobile and understand its place in the path to purchase.
So is the advertising industry doing enough to show the value of smartphones and the role they play in consumers’ lives?
Exclusive research shown to Marketing Week aims to highlight the power o