New opportunities for business communication: mobile advertising
DOI:
https://doi.org/10.3145/epi.2010.mar.04Keywords:
Advertising, Mobile communications, Audiovisual, Mobile content, Internet access, Mobile terminals.Abstract
Business communication in general, and advertising in particular, is in need of more targeted and effective approaches. This article introduces mobile advertising and its differential features, including the role of contextual advertising and customized relationship with mobile devices. It analyses future potential, identifying essential economic, technological and social forces that will shape mobile advertising in the short and middle term.
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