For Consumer Product Strategy Professionals

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	October 28, 2008 SMS Marketing Leveraging Call-to-Action Features of Cell Phones to Maximize Effectiveness by Neil Strother with Julie A. Ask

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Executive Summary

Text messaging has proven to be an effective method for delivering marketing messages to consumers; however, marketers have yet to fully explore the possibilities.

Key Questions

• How much are consumers engaging with marketing efforts via SMS?
• Which calls to action are the most effective?
• What tactics should marketers use to engage more consumers?

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