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	March 29, 2007 Case Study: American Cancer Society Tackles Mobile Search Marketing by Christine Spivey Overby with Julie M. Katz, Charles S. Golvin, Sarah Glass	Average: 10  (1 rating)

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Executive Summary

The American Cancer Society (ACS) — a seasoned interactive marketer — saw mobile as an additional channel to connect people to its resources. The organization used targeted mobile keyword buys and a streamlined mobile site to boost donations and clinical trial enrollments.

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