The “last mile” is a telecom term for installing the final wire connection to the customer. It is considered the most critical, but also the most difficult connection. Similarly, businesses are establishing the final marketing mile to the customer through mobile technology. Yet this critical link is proving to be difficult. Today’s always-connected customers suffer from information overload and distraction. Technology connects us in so many ways, but also adds to the fray.

Ultimately, there are 16 waking hours of attention. The last marketing mile presents a cornucopia of opportunities to redefine consumer relationships, and enable competitive advantage.

We will review

• Competitive dynamics of the last marketing mile
• Multitasking behavior in three-screen environments (TV, mobile, PC).
• Why awareness, preference, consideration cycles are obsolete
• Mobile case studies: Johnson & Johnson, Kraft, P&G, Nike and others

Speaker Bio: Adrian Ott, CEO, Exponential Edge, Inc. (www.exponentialedge.com)
Adrian Ott has been called, “One of Silicon Valley’s most respected, (if not the most respected) strategist” by Consulting Magazine. She helps businesses gain an exponential edge in today’s turbulent markets. Adrian has worked with HP (where she was recognized in an annual report for “infusing HP with new revenue streams and new technologies and new business models”), Microsoft, Sierra Ventures, Clorox and others. Adrian is the author of The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy (HarperCollins, August 2010). She writes a regular column at Fast Company.com.