Mobile marketing and the value of customer analytics

Mobile marketing and commerce is gaining prominence in Canada, but companies that do not understand the needs and preferences of their customers risk alienating them in this highly intimate medium.

Mobile marketing and the value of customer analytics

Cameron DowSAS Canada and Latin America, Canada

Introduction

It is often the first thing we look at in the morning and the last thing at night. Our mobile devices have become arguably the most relied upon item we own, and for many people the thought of losing it is terrifying. As the only communications medium many of us carry with us all day, the mobile device is a powerful tool for marketers looking to break through advertising noise and get their message heard.

By 2014, mobile is expected to overtake desktop...

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