As the market for beverages continues to fragment and brand extensions grow, brands are jockeying for position on store shelves and competing for consumers' attention in social media.
While plenty of beverage purchase decisions are impulse buys, it's not just about engaging consumers at the point of purchase. Marketers are working to increase their connections with consumers prepurchase. This report examines how brands are using social and mobile to strengthen the connection from awareness to conversion, and whether mobile can be an effective tool to keep consumers from detouring along the path to purchase.
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