An interesting article over at Mobile Commerce Daily points out that while mobile commerce can be a great tool for retailers, it also presents a bit of a double-edged sword. One Beverly Hills marketing director says :

“Marketers are learning that they need to create a proactive mobile engagement strategy in order to keep their shoppers using their phone to interact with them while in-store instead of performing a quick search to see if they can find the same product for cheaper.”

While this presents a challenge, there are still a number of opportunities for marketers:

Targeting parameters such as the language in which a phone is set in, the precise location of a user, and specific usage data have helped retailers place ads more efficiently and acquire new customers, per Ms. Lowy.

Then there is SMS marketing, which has consistently proved to be one of the most powerful remarketing tools and is often used by marketers to drive consumers in-store.

So, how do you use the tool most effectively while avoiding its challenges? Read more about this at MobileCommerceDaily.com!