Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 208-222 |
| Number of pages | 14 |
| Journal | Revista GEMInIS |
| Volume | 2 |
| Issue number | 1 |
| Publication status | Published - 2011 |
Fingerprint
Keywords
- m-marketing
- mobile phone
- marketing
- communication
- sms
Cite this
}
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 journal › Article
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
VL - 2
SP - 208
EP - 222
IS - 1
ER -