Illustration for Marketing Maven Column at Enterprise Magazine

D U TXT MSG? If you don't, you're missing out on a marketing tool with significant potential.

BTW, JTLYK, mobile marketing via texting on cell phones is looming larger on the Canadian marketing horizon... Colfer says mobile marketing does yield measurable results. “You can track geographically across Canada by area code to discover the kinds of uptake you’re getting,” he notes. It can also measure traditional media. For example, one of his clients, who traditionally runs ads on more than 15 radio stations a year, discovered that just three of those stations drove 75 percent of the texting responses.

by Diane Luckow