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THE MOBILE MARKETING REVOLUTION: HOW YOUR BRAND CAN HAVE A ONE-TO-ONE CONVERSATION WITH EVERYONE by Jed Alpert

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9ONE-TO-ONE TRANSFORMS COMMUNICATIONS FOR EVERYONE

Mobile is fast becoming not just the most popular way to send a message, but the number one way people access the Internet. According to the work of Mary Meeker at Morgan Stanley, in the United States the mobile web will become larger than the desktop web by 2013—and already it is the only meaningful connection that underserved populations use to participate in the digital world. Yet among both phone users and Internet providers, this demographic shift is not well understood. Even as mobile phones become ubiquitous, many people simply conflate mobile communications with an iPhone app, or assume that the Internet service they’re receiving on their laptop is the same as the one that reaches their ...

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