ABSTRACT
In the words of the Mobile Marketing Association, mobile marketing is the promotion of goods and services by means of “advertising, apps, messaging, mCommerce and customer relationship management on all mobile devices including phones and tablets.” Mobile messages are increasingly important in strategic communication: Tablets and phones outsell laptop computers; usage of popular messaging apps exceeds usage of popular social media networks; and texts are four times more likely to be opened than emails. Mobile marketing messages are highly targeted, concise, have a strong visual appeal (in functions that allow visuals) and often lead receivers to a web-based landing page. Studies show that because rich communication services messages include a strong visual element and easier interactivity, they are more likely to prompt a recipient’s response than are short message service messages. Response messages are replies to messages initiated by consumers.
