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JUL 2007

Reaching More Customers With a Simple Text Message

When it comes to advertising on the mobile Web, online retailers are treading carefully. But some say they have found enticing success from early marketing efforts

New York Times, July 16, 2007 — ONLINE retailers were, for all the obvious reasons, the pioneers of Web advertising. When it comes to advertising on the mobile Web, though, they are treading carefully.

On the one hand, executives and analysts said, online retailers are right to be cautious. After all, few consumers are buying items through their mobile devices. But at least some online retailers say they have found enticing success from early marketing efforts, as long as those initiatives are aimed at simply keeping themselves on the radar of customers as opposed to trying to prompt an immediate purchase or a visit to the company’s Web site.

Category: Marketing Strategy
Tags: E-Commerce, Mobile

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