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Mobile is changing the way we use the internet and marketers are not fully exploiting
A phone is no longer just a phone, it is a powerful computer that just happens to
make phone calls. Our paper "It's not a phone: A future of mobile marketing"
considers where this exciting and yet largely untapped area of marketing
could progress in the near future.
Mobile marketing is not a case of adding banners or intrusive ads but rather to
find innovative, creative and customer-tailored ways to reach people. Opportunities
presented by apps and the ubiquity of mobile phones give marketers new and different
ways to get their messages across.
Mobiles create a nebula of data and information that will enable marketers to create
one-to-one marketing - if the customer wants it.
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