In his welcome to the crowd of 600 marketers, sponsors, and guests at the Marketing Forum, Forrester CEO George Colony showed that he understands the power of technology for marketing. "The last frontier," George said, "is the connection of the physical world to the digital world." He illustrated with the use of QR codes in Japan has put marketing in the palm of consumers’ hands. The US isn’t as advanced in its use of mobile bar codes or mobile marketing in general — mobile marketing is the wild East, so to speak. Mobile marketing presents a challenge both on the technology integration front and on the customer-centricity front because of the incredibly personal nature of the device. Christine Overby just published Best Practices for US mobile marketing to give marketers an idea of what US marketers are doing in the mobile space now.
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