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Mobile marketing : the message revolution

Author: Matt Haig
Publisher: London : Kogan Page, 2002.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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. This is the first book devoted exclusively to exploring the potential of this new medium.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Matt Haig
ISBN: 0749437987 9780749437985
OCLC Number: 49044306
Notes: Includes index.
Description: xiv, 226 pages : illustrations ; 24 cm
Contents: Foreword / Steve Wunker --
The text phenomenon --
SMS: the quiet revolution --
Text benefits --
Marketing benefits --
Everything you ever wanted to know about text (but were afraid to ask) --
Balearic beginnings --
SMS pioneers --
SME SMS --
A limited canvas --
Types of campaign --
Beyond the youth market --
Text versus Web --
The mobile mindset --
Permission marketing --
Think narrow --
Mobile branding --
Building an infobrand --
Adding real value --
Pull and push --
Push marketing problems --
Pull marketing problems --
Viral marketing --
New York Celebrity Sightings: Learn from a viral phenomenon --
The mobile marketing menu --
Premium services --
Case study: Bridget Jones' Diary --
Paid content PC problems --
Paid content: mobile success --
Competitions --
Coupons --
Tickets --
Location, location, location --
Case study: location-based shopping --
Alerts --
Sponsorships --
Mobile payment services --
Mobile channels --
The best text you've ever had --
Two-way marketing --
A two-way medium --
Connected markets --
Getting personal --
Market research --
Text chat --
Case study: Ministry of Sound's two-way approach --
Responsible marketing --
The need for responsible marketing --
The spam problem --
Spam-free services --
Mobile marketing regulations --
Case study: spam stuck on the menu for South African mobile users --
Spam: industry perspectives --
Avoiding meassage fatigue --
Case study: Carlsberg's World Cup campaign --
Pull marketing --
Marketing to children --
Text overload --
Legal implications.
Responsibility: Matt Haig.
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Abstract:

Mobile phones offer a unique opportunity for businesses to market their product on a one-to-one basis. In Mobile Marketing, Matt Haig looks into this medium: how to maximise it's use, how to avoid  Read more...

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