There are hints of the first waves of what could become a marketing “perfect storm” as smartphones reach critical mass among US mobile subscribers, according to ABI Research.
Company director Neil Strother said smartphones, coupled with affordable data plans, enable people to search, browse, and watch video in ways and in volumes that have become more and more attractive to marketers.
The wide range of options in which marketing messages can reach mobile users--text messaging, search advertising, ads within applications, and video--means that marketers can tailor the delivery medium to each particular kind of branding message or call-to-action.
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