Mobile and Proximity Marketing Won't Avoid Typical Mistakes

Every new medium inevitably begins life as a new way of doing something that already exists. Mobile marketing, proximity marketing and other location-based media will not escape this pattern, either. Still, practitioners seem more widely attuned to the idea that conversations are the perhaps-uniquely new aspect of mobile marketing. In fact, facilitating conversations might be the most significant new development for practitioners whose traditional mission has been to position and sell things.

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