SMS: still an effective mobile marketing strategy

    Research output: Contribution to journalArticle

    Abstract

    The mobile phone has become more than just a personal tool to talk to families and acquaintances. It has now become an assistant of daily life. With increasingly diversified mobile applications, the mobile phone has become a powerful communication medium. This paper examines the nature of mobile communication, the use of one mobile application, the SMS (Short Message Service), in marketing communication and discusses which different factors are important in order to design SMS messages to increase interest and responses from recipients thus enhancing the effectiveness of an SMS campaign
    Original languageEnglish
    Pages (from-to)208-222
    Number of pages14
    JournalRevista GEMInIS
    Volume2
    Issue number1
    Publication statusPublished - 2011

    Fingerprint

    Short message service
    Marketing strategy
    Mobile marketing
    Mobile applications
    Mobile phone
    Factors
    Marketing communications
    Mobile communication
    Communication media

    Keywords

    • m-marketing
    • mobile phone
    • marketing
    • communication
    • sms

    Cite this

    Garcia Medina, Irene. / SMS: still an effective mobile marketing strategy. In: Revista GEMInIS. 2011 ; Vol. 2, No. 1. pp. 208-222.
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    abstract = "The mobile phone has become more than just a personal tool to talk to families and acquaintances. It has now become an assistant of daily life. With increasingly diversified mobile applications, the mobile phone has become a powerful communication medium. This paper examines the nature of mobile communication, the use of one mobile application, the SMS (Short Message Service), in marketing communication and discusses which different factors are important in order to design SMS messages to increase interest and responses from recipients thus enhancing the effectiveness of an SMS campaign",
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    Garcia Medina, I 2011, 'SMS: still an effective mobile marketing strategy', Revista GEMInIS, vol. 2, no. 1, pp. 208-222.

    SMS: still an effective mobile marketing strategy. / Garcia Medina, Irene.

    In: Revista GEMInIS, Vol. 2, No. 1, 2011, p. 208-222.

    Research output: Contribution to journalArticle

    TY - JOUR

    T1 - SMS: still an effective mobile marketing strategy

    AU - Garcia Medina, Irene

    PY - 2011

    Y1 - 2011

    N2 - The mobile phone has become more than just a personal tool to talk to families and acquaintances. It has now become an assistant of daily life. With increasingly diversified mobile applications, the mobile phone has become a powerful communication medium. This paper examines the nature of mobile communication, the use of one mobile application, the SMS (Short Message Service), in marketing communication and discusses which different factors are important in order to design SMS messages to increase interest and responses from recipients thus enhancing the effectiveness of an SMS campaign

    AB - The mobile phone has become more than just a personal tool to talk to families and acquaintances. It has now become an assistant of daily life. With increasingly diversified mobile applications, the mobile phone has become a powerful communication medium. This paper examines the nature of mobile communication, the use of one mobile application, the SMS (Short Message Service), in marketing communication and discusses which different factors are important in order to design SMS messages to increase interest and responses from recipients thus enhancing the effectiveness of an SMS campaign

    KW - m-marketing

    KW - mobile phone

    KW - marketing

    KW - communication

    KW - sms

    M3 - Article

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    ER -