Mobile-payment option should align with marketing strategy

05/8/2013 | B2C Marketing Insider

The four major types of mobile payments -- text-message-based, direct mobile billing, mobile Web payments and near-field communication -- are all growing rapidly, and the type a marketer chooses to use should align with a mobile-marketing strategy, writes Joe Hewitson. Generally, however, the advantages of a mobile-payment option include reduced overhead and customer convenience that can prompt more purchases.

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