How to make mobile the bridge between online & offline

How to use mobile as a bridge between digital and physical [via ClickZ]

The proliferation of mobile technology is changing how consumers engage with advertisers (and vice versa). Mobile is quickly positioning itself as the link between the offline and online advertising universes, presenting marketers with real-time opportunities never before imagined.

Check out this great article from ClickZ which explains how marketers can use new mobile technologies to impact the customer journey and increase sales.