Mobile marketing has great potential for reaching customers at the "zero moment of purchase," said Bonin Bough, vice president for global media and consumer engagement at Mondelez International, at the MMA's New York Forum last week. Bough said that the use of highly personalized "small data" targeting with appropriate discounts and special offers is granting the brand high conversion rates. Catalina Executive Vice President Todd Morris added that his company's Scan It! application for scanning grocery store items attracted another 1 million users each month and brought in $1 billion worth of transaction volume in 2012.

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