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In simple terms, direct marketing relies on the availability of our target market to receive and understand our marketing message directly, so mobile marketing falls neatly into this category of marketing. When compared to other types of direct marketing, the mobile phone offers a greatly expanded opportunity for our target market to receive our direct marketing messages. It has drastically changed our perception of availability, and this has changed how we market our products and services. Mobile marketing enables us to tap into the true essence of direct marketing as never before.

Direct marketing with mobile devices offers a lot of advantages over other types of direct marketing. It is particularly useful because it has...