The tiny text message could be the next big thing in mobile advertising as more big companies, including IKEA and Starbucks, have structured campaigns around SMS and MMS. Iris Mobile says the likelihood of coupon redemption in text messages is higher than in e-mails. Still, the medium has been hindered because wireless carriers do not report open rates and the campaigns can be pricey, Todd Wasserman writes.
Brands discover the power of text-message marketing
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