Sometimes it seems as if 2014 is the year of the “moment” in mobile marketing. But moments are, by definition, transient, short-lived and often irrelevant. A moment without a connection before or after it, with nothing to ground it, has no hope of driving genuine and lasting behavior. Do you ever come home from work to find one of those fat envelopes stuffed with local coupons in your mailbox? While this may be very targeted, is it relevant? If these advertisers know where I....

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