Mobile Marketing

This is the full version of a Warc Trends report on mobile marketing (a summary version is also available on Warc).
The report summarises the key trends in consumers' use of mobile devices that have prompted brands to reassess how they can plan, deploy and track mobile in a variety of communications strategies. It includes chapters on mobile and the consumer landscape; the opportunities, including apps and new formats, that the channel offers to marketers; and the ability of mobile to support different objectives such as building brands, creating sales and increasing customer loyalty. Additional chapters look at the planning of mobile campaigns, and the specific strategic issues for brand owners using mobile in emerging markets. Case studies featured include examples...

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