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The mobile channel offers an exciting opportunity for marketers—one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. When consumers sign up for a branded mobile channel, they get access to a variety of distinct offerings that can include exclusive content as well as applications, games, special opportunities, incentives, and emotional experiences—all of which reinforce the value of the sponsoring brand far beyond its standard uses. The rewards for companies that capitalize on these possibilities—deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value—are not to be missed.
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