Marketing is transforming from control to collaboration. Simply pushing a message out via traditional print, radio, TV or even internet advertising is fading. There is a growing effectiveness in multi-channel marketing which maps to buying behavior (start comparison shopping on-line on your PC, visit the brick and mortar store with your on-line device making you smarter in real time and then finish the transaction at home on your tablet); social media interactions (seeking peer feedback on products); and precision marketing (i.e. location based awareness of the mobile shopper in your store who can be targeted for a promotion in real time).

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