The ONE technology marketers need NOW

Arnold, Catherine
February 2003
Marketing News;2/17/2003, Vol. 37 Issue 4, p1
Trade Publication
This article presents information about different uses of instant message (IM) programs. Instant messaging enables multiple computer users to exchange messages in real time, holding a conversation without the cost of a separate phone call. Considering the current emphasis on so-called pull marketing over push marketing, and on not seeming invasive when delivering the message, IM windows are ideal. At work, a total of 21.7 million users accessed various IM services, according to an October 2002 sampling conducted by comScore Media Metrix. In offices, IM is being used to flash a quick question to a co-worker or client. Also, for folks who are on the phone a lot, being reached by IM is easier. IM can also be used for target marketing.


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