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The Mobile Commerce Revolution: Business Success in a Wireless World by Tom Webster, Tim Hayden

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13. Personalization and Relevance

The fields of advertising, marketing, and public relations have always focused on messaging and strategies that audiences would believe were meant for or targeted to them. In media, brand confidence is shaped through imagery, phrases, and emotional scripts as much as product or service quality. Most of what brands and their marketing agencies have done in the past has been to follow what their subjective focus groups and third-party research told them would and would not work for messaging. Alongside that direction, a homogenous audience of consumers would be segmented by demographics such as household income, age, ethnicity, gender, ZIP code, and other details. This method of forming a brand’s narrative still ...

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