For retailers using mobile, the “consideration” phase of the traditional funnel model is probably best expressed as engagement: consumers interacting with retailers. Mobile’s big impact on engagement comes via retailers’ mobile apps and social media brand pages.
A May 2013 Chief Marketer study found that among marketers, the primary goal of mobile apps was building frequency of interactions and engagement with a brand. Some retailers use ads to introduce apps to prospective customers; others use ads to convince existing customers to deepen their relationship. Read the rest at eMarketer.