It's Not Always Impulsive: Mobile Promotions Work Longer than Expected
June 17, 2013
Marketers are starting to harness location-based mobile technology to send text messages to customers who are nearby their clients’ businesses. These promos are usually designed to spur impulse buys, but businesses that use the one-day coupon could be missing out. Information Systems Professor Bin Gu has found that location-based mobile promotions work the day smartphone users receive them, the next day, and for several days thereafter.
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