The promise of mobile marketing

September 2009
Marketing Health Services;Fall2009, Vol. 29 Issue 3, p4
Academic Journal
The article focuses on the strategies and platforms in mobile marketing which might not be deserted by consumers in hard economic environment. According to Forrester Research Inc., mobile phones is one technology that people will not abandon, so, the firm recommends that marketers should aim on the cost-per-action (CPA) metric for it has the potential to transform into top-line revenue growth. It notes that Jiffy Lube International Inc. is one firm that engage customers with mobile coupons.


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