SMS: still an effective mobile marketing strategy

Authors

  • Irene Garcia Medina University of Vic

Keywords:

M-Marketing, Mobile Phone, Marketing, Communication, SMS

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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Author Biography

Irene Garcia Medina, University of Vic

Professor at the University of Vic (Barcelona, Spain), PhD in Marketing (University of Sophia-Antipolis, France) and International Relations (University of Vienna, Austria).

References

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Mobilidade: tendências e desafios na era digital

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How to Cite

GARCIA MEDINA, I. SMS: still an effective mobile marketing strategy. Revista GEMInIS, [S. l.], v. 2, n. 1, p. 208–222, 2011. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/48. Acesso em: 3 jul. 2024.

Issue

Vol. 2 No. 1 (2011): Mobilidade: tendências e desafios na era digital

Section

Dossiê

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