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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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3STEP 1: MAKE THE ONE-TO-ONE CONNECTION

The Baltimore Aquarium wanted to woo tourists, a group likely to have the time and the inclination to visit. But how to reach them? Tourists, only in town for a short time, were not likely to watch much local television, listen to local radio, or otherwise make themselves available to an advertiser in traditional ways. They might see ads in Baltimore’s airports and train stations, or on highway billboards and tourist information handouts, but even if they saw those ads, at such hectic moments how much information could they retain and use? A driver in an unfamiliar city, or even a plane traveler picking up luggage, was probably not going to have the free attention to take in details—or the free hand to ...

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