Marissa Tarleton, CMO at RetailMeNot discusses the need for retailers to hit social and mobile marketing hard in today's shopping landscape, especially during back-to-school shopping season. Tarleton notes that back-to-school is the longest shopping timeframe in the U.S. and that retailers have an opportunity to maximize revenue by appealing to shoppers on the social platforms they use the most. We also debate the relevance of brick and mortar retail in the age of Amazon.