It’s one of the biggest cliches around: Marketers should aim to reach the right consumer at the right place at the right time. But part of what makes it so prevalent is that, well, it’s true. Marketers absolutely should aim for that. However, the proliferation of mobile devices makes it easier said than done. Though the right place is essentially everywhere, determining the right time is trickier. The smartest brands know that it’s not about reaching people; it’s about connecting with them.