From the very beginning, businesses have had an uneasy relationship with marketing. It was easy to do and hard to quantify, which made it an excellent place to hide many different types of expenses.

The promise of digital was to finally make marketing dollars traceable through attribution. Except for two complicating factors: Brand and retail competition for “owning” the consumer, and the consumer’s capricious, promiscuous behavior thanks to being armed with all this data.

Digital – and particularly mobile – has shifted the balance of power away from brands and retailers, to be completely in favor of the consumer. At least, so far.

Game on!

Future Shopping is the platform for Anthony Long, a marketing technologist with over 25 years experience in digital, marketing, mobile, and managing the data that powers all of it. Future Shopping brings together Tony’s current activities as a columnist for E-commerce Brasil Magazine and conference speaker, and adds in a newsletter and series of “big-topic” digital white papers.

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