CHAPTER 1
Past, Present, and Future Opportunities for Mobile Marketing
For years, the running joke for mobile marketing practitioners was that every year a company or an influencer would name that year as the Year of Mobile. The year 2005 was the Year of Mobile, although in retrospect, it was the year American mobile penetration went through the roof. The year 2006 was the Year of Mobile, or more like the year that mobile data was more commonly consumed by the casual mobile phone user. Although there are certainly key milestones, it is undeniable that the last decade or so has seen immense change and development in the mobile space every single year, often even monthly.
The four key reasons for the growth and adoption of mobile include the following: ...
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