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date: 02 June 2020

Abstract and Keywords

The mobile device is a critical touchpoint between the logistical and promotional infrastructure of marketing and the everyday lives of consumers. Mobile devices like the smartphone are taken up by marketers as part of their efforts to harness consumer creativity and to make consumers visible. Mobile marketing emerges from a longer history of marketers creating more open-ended relationships with cultural practices. This chapter examines the role of the mobile in the forms of marketing that have emerged around major platforms like Facebook, Instagram, Google, and Snapchat. The mobile enables marketers to manage more open-ended, participatory, and data-driven brands. The smartphone is a site of continuous experimentation with geolocative, algorithmic, contextual, and augmented reality forms of advertising. The smartphone both invites consumers to participate in co-creating brands and opens them up to sophisticated forms of data-driven tracking and targeting. Consumers undertake the productive labor of translating their lived experience into data. A critical account of mobile marketing needs to account for how marketers shape the development of digital media platforms as cultural infrastructure.

Keywords: smartphone, social media, media platform, branding, consumer culture, targeting, customization, algorithmic culture, audience labor, augmented reality

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