SMS For Mobile Provides Better Results

Patrick Moorehead, director of emerging media at Razorfish, believes SMS have much better ROI than iPhone applications. Retailers use SMS to drive store launches. "This is sexier than an application," he says.

The retailer needs to get people in the door. It's a numbers game. He says retailers get between 8% and 10% click-throughs on the links because people want to find store locations and discount offers.

On a four to six week campaign and a $20 million budget, between 10% and 20% would go toward emerging technology, including mobile.

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