How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

17. When Online and Offline Collide: Harnessing the Power of Mobile and Social

Annie, Tsai, Chief Customer Officer, DoubleDutch

Over the past seven years, smartphones have increased tremendously in global popularity, with the digital and physical worlds colliding in unavoidable and exciting ways. Our day-to-day activities are intrinsically linked to our mobile devices. We use our phones for everything from engaging with our friends and family, to conducting business, to tracking our schedules, interests, and even our health. When was the last time you used a physical, printed map to navigate to your destination? Do you ever go to a restaurant without consulting Yelp or Google? The smartphone has bridged the online and offline divide—and the possibilities ...