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CONCLUSION

Mobile marketing provides an unparalleled opportunity to build personal one-to-one relationships with consumers. However, mobile marketing is not just a new mechanism for advertising, but an entirely new medium that requires non-traditional strategies; mobile customers have a very special set of needs and expectations. Moreover, marketers must respect the personal nature of the cell phone and create a win-win situation where the customer provides the marketer with real added value. Sole use of the new channel, however, is not enough; advertisers must integrate mobile marketing campaigns into their total promotion mix to take full advantage of the medium.

This work was previously published in Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, pp. 1-9, copyright 2010 by Business Science Reference (an imprint of IGI Global).


  

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