Successful marketing strategies using mobile marketing techniques

Abstract

IGI Global has released an article entitled, Mobilized Marketing and the Consumer: Technological Developments and Challenges, which explores technological developments and significant issues concerning the explosion of mobile devices in the information age. This innovative publication investigates best practices for human interaction with information technologies, providing the latest research on topics such as Bluetooth, mobile phones, and online portals. Gonca Yamamoto, the author of the article, discusses the impacts of technology on marketing, presenting the current situation where certain traditional rules of marketing are not valid anymore. He introduces new ideas in marketing strategies focusing in detail on the way the convergence of computers with mobile devices can influence the target mass in an efficient and measurable manner.