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Mobile marketing (using SMS the short messaging service to send text messages via mobile phones) is emerging as a direct and powerful way to communicate with customers. Although text messaging originated as a teen trend, it has now gained mainstream appeal. Indeed, banks, insurance companies and television stations have all used mobile marketing campaigns to build relationships with older mobile users. Haig explores the potential of this new medium and provides an overview of mobile marketing, focusing on how it has changed the way businesses of every size can get their message across to customers. Clear, practical, and packed with comment from key business leaders and examples of real campaigns, 'Mobile Marketing' helps to integrate a text message campaign with other marketing activity; harness the power of text messaging to convert mobile users into customers; and use the medium in a responsible and non intrusive if measurable and cost effective way. Also included are a 'mobile marketer s survival guide', useful Web sites, addresses and a glossary of terms. All the rage in Europe and Asia, and gaining popularity in the US SMS marries the power of the Internet and the intimacy of the mobile phone
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