Jewelers aim for the heart with mobile pitches

01/24/2012 | Luxury Daily

Valentine's mobile ad campaigns by Tiffany and De Beers show how to generate sales not by pushing products but rather by appealing to consumer emotions associated with the holiday. "Regardless of the tactics employed, the merchant must first understand the necessary duality of their overarching strategy," says premium brand mobile strategist Scott Forshay. "Successful mobile marketing to the recipient should be about seduction and the creation of desire."

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