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

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14. Going Local

One of the many key differences between desktop and mobile (digital) marketing is understanding the unlimited value of location. Digital is in parentheses here, as location-based marketing is not only a digital responsibility, as many app developers and agencies would want you to believe. Location-based marketing is nothing new to marketing, and the importance of location in driving sales is as old as time itself. There are many ways that traditional and analog or offline media play into the mobile marketing mix, and when it comes to thinking local as a brand, and leveraging what’s possible with mobile and social technology, there are a number of critical concerns to keep in focus.

Ignoring the where and when that often help ...

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