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Financial-institution customers are more receptive to targeted mobile-banking marketing than to generic marketing, Tripp Rackley, CEO of Atlanta-based Firethorn Holdings LLC, said Monday at SourceMedia's Mobile Commerce Summit in Las Vegas. Effective mobile-banking marketing targets specific segments, such as business travelers, and highlights the ways mobile banking can serve the segments, said Rackley. Marketing to specific groups also helps financial institutions gain more mobile users than just the early adopters, he added.

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