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Quote:One of the most cited features of mobile phones is just how personal they are. Mobile devices are frequently used, rarely shared, and often carried with consumers wherever they go-- a recipe unmatched by most other forms of media. But just how adept are mobile marketers at using personalization?

Marketers are interested in leveraging the personal attachment consumers have to their phones in order to serve more relevant and personalized messaging. And mobile users in turn seem open to personalization-- whether it's personalizing ring tones, wallpaper or other features. Mobile marketers are betting that given enough targeting this desire can be extended to marketing campaigns as well...