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THE MOBILE MARKETING REVOLUTION: HOW YOUR BRAND CAN HAVE A ONE-TO-ONE CONVERSATION WITH EVERYONE by Jed Alpert

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5STEP 3: INSPIRE ACTION

One short message never changed anyone’s mind. No Coke drinker ever switched to Pepsi after reading 160 characters on a screen; no Republican ever voted Democrat because the Democrats sent him or her a text. But among those with the intention to vote or the curiosity to branch out from usual buying habits, a reminder at the right time can make all the difference between a forgotten impulse and a completed action. It can inspire the reminded person to make a purchase, express a preference, share personal information, or take other action for personal, political, or financial well-being.

To put it another way, integrated mobile campaigns can get the practical results that traditional marketing, these days, can only dream ...

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