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

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Chapter 11. Integrating Mobile Marketing with On- and Offline Marketing

Although mobile marketing is powerful, it is not meant to stand alone. The goal of mobile marketing is generally not to engage the user exclusively on the mobile device, but to continually engage the user and keep your brand top-of-mind when they are out, living their lives. This kind of active and frequent engagement is also known as participatory marketing. When mobile marketing is integrated into your on- and offline marketing campaigns, it can become participatory and be fully utilized to create a deep and lasting bond. Integrating mobile marketing into both on- and offline marketing campaigns also helps create long-term value in the customer relationship. ...

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