Communications theorist Marshall McLuhan famously said, “The medium is the message,” in his seminal book Understanding Media: The Extensions of Man published in 1964. Back then the medium were television, movies, books, newspapers and magazines. He couldn’t have envisioned the explosion of mediums that carry the messages in the digital age.
Today the ultimate “extension of man” is the mobile device. If mobile is the medium, then mobile apps are the message for brands and retailers. But there is still a lot of work to do to put the full power of mobile shopping into the hands of consumers.
To read the rest of this article, please navigate to Forbes.