Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is User-driven (pull) mobile campaign

Handbook of Research on Mobile Marketing Management
The consumer requests to take part in the m-marketing campaign by sending a mobile text message from the company, typically in response to information on other media (such as television, magazines, newspapers, flyers or packaging).
Published in Chapter:
Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns
Süphan NASIR (Istanbul University, Turkey)
Copyright: © 2010 |Pages: 10
DOI: 10.4018/978-1-60566-074-5.ch022
With the increasing growth and sophistication of mobile communications, companies integrate the mobile channel into their marketing communication and campaigns. Companies are able to execute very different and creative mobile marketing campaigns by using a wide range of mobile platforms such as Wireless Application Protocol (WAP), Short Message Service (SMS), and Multimedia Message Service (MMS). The purpose of this chapter is to review and exemplify the concepts, objectives, strategies and promotional tactics associated with mobile marketing campaigns; so that the review of relevant literature and exemplification of mobile marketing campaigns provide an insight into the nature of mobile marketing campaigns.
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR