Mobile is changing the way we use the internet and marketers are not fully exploiting its potential. Indeed, 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.
The research explores how mobile marketing is not just a case of adding banners or intrusive ads but rather to find innovative, creative and customer-tailored ways to reach people. Mobiles create a nebula of data and information that give marketers new and different ways to get their messages across, including one-to-one marketing, if the customer wants it.
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