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Mobile Marketing by Daniel Rowles

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04

Disruption and integration

We have so far examined the mobile consumer and some of the high level technology issues that have impacted the broad world of mobile marketing. What we haven’t done is look in a little more detail at the profound and disruptive effect mobile is already having on some businesses and markets.

Much of this change comes back to our understanding of the user journey, but really it is about convenience, choice and transparency of information for the consumer.

My favourite statistic to demonstrate this is that 87 per cent of retailers believe that shoppers can find better deals via their mobile device (Motorola Solutions, Annual Holiday Survey, 2012). In the same report, it’s believed that 39 per cent of walkouts (when ...

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