In this part...
Direct mobile marketing campaigns involve messages sent directly to consumers, and include text messaging, multimedia messaging, and mobile e-mail. Messaging to mobile devices requires you to think about the features of the mobile devices involved and the context of the person reading the message, as well as more technical aspects such as carrier approval for your messaging.
Chapter 4 tells you how to get ready for text messaging by obtaining a common short code and getting carrier approval for your campaigns. Chapter 5 helps you execute common text messaging campaigns such as opt-ins, alerts, coupons, and other promotions.
Chapter 6 shows you how to add media such as pictures, sound, and motion to your text messages through multimedia messaging. Chapter 7 helps you adapt your e-mail marketing for mobile devices by showing you how to format your e-mails for mobile screens and how to collect e-mail addresses through mobile channels.