Why Context-Aware Marketing is the Key to Mobile Success
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Rob Mullen
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And yet the way campaigns are built and executed, they rarely take into consideration where the customer is when they're interacting with messages. Are they at home? On the train? In-store? At what point of their day are they choosing to connect? How they react to any message will change accordingly. It's all about context. Context is gained through location, proximity, weather, and likes and dislikes. Context is a big data mobile play and is the differentiator that makes mobile marketing the perfect medium for truly relevant messaging.
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