the biggest change in the next three
years within marketing is definitely how
mobile and digital convergence is really
going to collide and connect where the
industry is going
but we're all more connected these days
smartphones some people have them on
their hips they sleep with them
it's like their security blanket and so
when you think about it as advertiser or
marketer how does mobile fit into what you
do and how you can communicate is going to
be key and it's not just about what
you're going to communicate pushing it
out so how do you involve consumers in the mix
as well is going to be really important
mobile will allow for edo go to be
even more relevant to consumers
as we deliver offer content to them
through their mobile device
will make it more
accessible and will create more ease of
use but there's also an additive data
signal in mobile which drives relevance and
how we actually optimize and deliver the
deal itself
based on where you are and what we think
you might need when you're looking for a
place to eat you are typically mobile at
the time or in the car or walking along
and maybe headed out the house
or leaving the office so mobile
extremely important to us
earliest emerging technologies uh... you
were extremely interested in in
uh... bringing a higher level of
relevance to our consumers
uh... so that uh...
they feel like beyond just our product
they've got value in having a relationship
with us so we're looking at card
linked offers and we're
uh... looking at you various content
development strategies and how that
works with
social media for us and what that means on the mobile front
biggest changes were going to see over the next few years with mobile and local offers
is that the mobile phone is going to
become a much bigger part of
how people shop it's going to be
uh... comparison shopping while they are 
in-store is going to be using local
search tools on mobile devices to figure
out with stores they should go to
