Mobile Marketing Heats Up At Retail Summit

By Mobile marketing, the art of reaching consumers not where they live, but where they move, continues to heat up, and yet retailers have only begun to exploit the opportunity.

There's no dearth of avenues to take, from texting to social networking to location-based applications that draw shoppers into the physical store. Chief among the challenges retailers encounter here is the big "I" word: integration. Without an integrated mobile strategy, brand marketers can wind up at cross-purposes, where the best-case scenario is an ineffective campaign and the worst outcome is a gaffe that alienates shoppers and tarnishes the brand.