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Going Direct with Mobile Marketing

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Executive Summary

In recent years, there has been a proliferation of new advertising channel opportunities as well as a growing sophistication in analytics used to segment audiences and fine-tune messaging. The Lifetime Cable Channel targets women between the ages of 25 and 54, and it's one way to reach that targeted demographic. A lot of display advertising in airports specifically targets business travelers. Ads for a car wash scroll across gas pump displays. Companies pay Google to have their sites pop up at the top of the list for selected searches. ATMs are starting to market on their screens. Marketers develop campaigns that optimize messaging for audience segments as well as the media they use to send those messages.

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