Apple, Pepsi announcements bode well for marketers

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Some good news for forward-thinking marketers emerged this week. Apple said September 9 that it will relax its rules on app building for the iPhone and iPad. It also published detailed guidelines on how it determines what apps can be sold through the App Store.

Many marketers are still sorting out where mobile apps fit into their marketing mix, if at all. However, one only has to look at the companies PepsiCo picked as the winners of its PepsiCo10 initiative to see that the number of mobile e-commerce, mobile couponing and location-based services will continue to grow. That's good news for entrepreneurs trying to blaze their own trails in the direct and mobile marketing spaces, and for traditional marketers looking for direction there.

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