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How to reach young consumers using the mobile channel

In the light of the opinion voiced by youth marketing expert Ian Stewart, head of Asia, Friendster (ex Coke and MTV), in this insightful interview on mobile marketing to teens in Asia, mobiThinking asked:
What needs to happen to make mobile a viable channel to reach the youth segment – i.e. teens, students, school leavers, graduates? What follows is a summary of the responses received back from experts around the world. These fall neatly into two categories:
A) Five things you should know about mobile and youth
B) Eight tips for successful engagement with young people via mobile


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