I recently came across this wonderful presentation by Leo Burnett Group company Arc that offers a simple yet insightful analysis of mobile retail and some great case studies that demonstrate the diverse opportunities to be found here. My favourite part is the emphasis on having thorough strategic goals and an understanding of your audience to make a sound investment. It is important to remember that the basic principles of marketing are the same, regardless of the channels chosen, and the motives should be explicitly drawn to clear goals and consumer insights.
Enjoy!
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