tailieunhanh - UNDERSTANDING MOBILE MARKETING TECHNOLOGY & REACH

Mobile messaging technology enables users to communicate in an asynchronous manner, where messages are stored in the network and delivered to the recipient as soon as the recipient’s mobile phone can receive it. Once delivered, the message resides on the users’ mobile phone. SMS (Short Messaging Service) allows a mobile user to send and receive a text message of up to 160 characters and across virtually any operator network. This service is also referred to as “text messaging” or “texting”. All mobile phones shipped over the past few years support SMS. As a result, the large installed base of SMS phones creates a large addressable market for SMS-based mobile marketing campaigns. MMS. | mobile marketing association Understanding Mobile Marketing Technology Reach mobile marketing association Introduction 01 Messaging 02 WAP and the Mobile Web 04 Streaming Media 07 Downloadable Content 09 Case Studies 11 Who We Are 16 Appendix 17 The materials found in this document are owned held or licensed by the Mobile Marketing Association and are available for personal non-commercial and educational use provided that ownership of the materials is properly cited. Any commercial use of the materials without the written permission of the Mobile Marketing Association is strictly prohibited. Mobile Marketing Association I Version 2007 Mobile Marketing Association 1670 Broadway 8th Floor Denver co 80202 Understanding Mobile Marketing Technology Reach I nrìnrlđ . . mobile marketing association Introduction Creating and executing a mobile marketing campaign is a process that involves multiple steps. Learning those steps takes time. It is not unusual for marketers new to mobile to start out with very ambitious ideas about the kinds of things they would like to do only to be discouraged once they begin to have an understanding of the challenges. Not to worry Finding the right way for your brand to use mobile marketing is an ongoing effort with the potential for long-term benefits. Marketers should consider several factors when developing a mobile campaign Addressable audience. How many handsets currently in the target market can support the technology . MMS or application . wallpaper that will be used for the campaign Case studies. Have other brands used mobile marketing to reach the target audience If so what worked and didn t Are there any best practices for this type of campaign Variables. What are the technical and creative limitations Will the campaign have to be customized to meet any unique carrier handset and network requirements If so how does that customization affect the campaign s cost and timetable Business case. What is the .

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