Mobile marketing is the fastest-growing segment of technology-driven marketing. Kakul Srivastava, the general manager for Flickr, told me that there are three cell phones for every man, woman, and child on the planet. With that kind of technology penetration, you and your company need to be participating.
Mobile phones are less expensive than laptops, desktops, and broad-band and are completely portable. Not many people in Third World countries can afford to have an Internet-connected PC, but they can all afford a mobile phone. It's through this technology that people from around the world are staying in touch with one another, accessing their e-mail, sending photos, audio, video, blogging, and surfing the Web.
People are using their iPhones, BlackBerrys, and Androids to download music, watch television shows, view movies, and connect with their friends. As a company that wants to connect with their customers and prospects, shouldn't you be participating in the most widely used technology on the planet? As you read each profile, keep in mind that its features and functions may or may not be right for your particular business. Use the Tool Scorecard at the end of the chapter to help you determine which of these tools qualify for further consideration when you begin creating your social media strategy in Part III of the book.
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