Case Study

Case Study: Zagat Tests The Right Mobile Advertising Options

March 29th, 2007
Christine Overby, null
Christine Overby
With contributors:
Julie Katz , Sarah Glass , Charles Golvin

Summary

Zagat Survey needed to reach mobile power users — a relatively small group — to market ZAGAT TO GO, a mobile product featuring its restaurant and nightspot reviews. To do so, it explored several mobile marketing mechanisms to home in on the ideal mobile marketing campaign. Why? Mobile marketing is still relatively uncharted waters, and Zagat sought to develop a knowledge base of each type.

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