Digital Media Buzz > One size doesn’t fit all: A guide to mobile platforms for marketing

One size doesn’t fit all: A guide to mobile platforms for marketing

By: fiercemobilecontent.com

Brands and agencies recognize and agree that the mobile channel is a highly effective way to reach consumers. But the most successful campaigns are built on the understanding that the mobile channel isn’t homogeneous. Instead, savvy brands and marketers know that it’s actually a set of options, each with its own strengths and considerations that must be factored in to ensure a maximally effective campaign.

Take Short Message Service (SMS), which is the world’s most widely used wireless data service partly because it’s been built into virtually every handset–even entry-level models–sold over the past several years. As a result, there’s an enormous installed base of SMS users, across every demographic group, for brands and marketers to target…….[read entire story]