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Combining social media with location services and mobile phones represents the next generation of online marketing, according to speakers at the Search Marketing Expo in Seattle on Tuesday.Combining the three tools is simply an evolution of how they are being used individually, said Mac Ling, director of mobile at digital marketing company iCrossing. "We're just now starting to see, as with the Internet, a new medium, a new way of talking to customers. That's happening now because of this beautiful little device in our hands," he said, referring to a mobile phone.