Before digital, when prospective buyers wanted to find information about a product, they had to visit or call a store, ask their friends, buy magazines or newspapers, or wait until marketers found them with ads while they were watching TV or listening to the radio.

Then came the digital marketplace, which promised us information “at your fingertips.” It was exciting, except that we had to be at our desktop computers to get those fingertips typing on keyboards so we could access all that promised information.

And now? We have the mobile marketplace, where those keyboards go wherever we go, which has changed how consumers research product information. The fact that buyers can be in-store and still access competitors’ features, prices, etc. in real time will continue to move marketers to offer higher value in order to retain those buyers.

Ten years ago when information was temporally and geographically distant, a reasonable strategy for marketers was to be “good enough for the moment.” But now and in the future, mobile technology removes both geographic and temporal constraints to information acquisition, which will force brands to strive for being “the best” now that information truly is in the palm of your hand.

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