Chapter 4. Modes of Communication

The success of a mobile campaign not only relies on the target audiences’ mobile behaviors and usage trends, but also on the promotional visibility of the campaign and the audiences’ exposure to the promotions. As with traditional media projects, mobile promotions need to be strategic in their delivery and incorporate their audiences’ choice of environments.

Analyzing users’ interactions within these additional spaces helps define the best mode of communication, or if the project needs to make use of all modes as part of a multichannel campaign. Examples of these modes of communication are:

A true multichannel project ...

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