What Mobile Means to Retailing: It's Not About Better Targeting
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Much is discussed these days about how mobile technologies are transforming marketing communications. The conversations primarily address how mobile devices allow hyper-charged direct marketing — sending messages to individuals through always-on devices — and location-based messaging that increases the timeliness of communications based on the knowledge of where the consumer is located at any point in time.
From the point of view of the marketer, these are undeniable improvements. The question is whether customers want these messages and if they don’t, what do they want?
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