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Mobile Marketing: Finding Your Customers No Matter Where They Are by Cindy Krum

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Chapter 2. Understanding the Challenges in Mobile Marketing

Many different elements must come together to build the mobile marketing experiences that we desire to create for our target audience. The number of possible combinations of handsets, browsers, operating systems, and networks can create exponential problems for mobile marketers who are not ready to face the challenge. And although it is important to understand the many aspects of mobile content delivery, it is also crucial to understand that you won’t be able to address every possibility. Focusing on the minutia is more time-consuming than it is worth and likely will stall your project and have a direct negative impact on the ROI.

One of the most important things you ...

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