Mobile marketing has yet to prove to be an all-embracing solution for reviving the fortunes of struggling department stores, Chantal Tode writes. Recent unproductive campaigns of Sears and JCPenney are examples of mobile campaigns failing to be panaceas. "While mobile is important to shoppers, it needs to be part of an overall strategy that is relevant and meaningful to a targeted audience. Mobile alone will not cure all that ails a merchant with poor sales," Tode writes.

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