Smartphone-powered mobile apps can be a great way to create a free promotional vehicle -- but only if you know what you're doing, writes Paul Reddick. The key to mobile success, he adds, is to plan for cross-platform support. "Marketers and product managers need to address the types of customers they want to reach rather than simply a technology platform," he writes. "When selecting only one platform, the question is, 'Which 80% of the market do you want to ignore?'"

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