Forrester



Title:

Case Study: Pfizer Proves That Mobile Marketing Isn't Just For The Young

Price:$500.00
Publication Date:Mar 29, 2007
Source:Forrester Research
Author:Christine Overby
Report Type:Case Study
Word Count:1117
Length:3 Pages
Description:Facing the challenge of building awareness among hard-to-reach consumers, Pfizer added mobile to its Lipitor marketing mix as a way to extend reach. The offer: text-based mobile coupons for a free trial of Lipitor. How did Pfizer persuade Boomers and Seniors to use mobile? By advertising mobile coupons at a critical decision point and by establishing a safety net for instances when texting didn't work.
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Forrester Research identifies and analyzes emerging trends in technology and their impact on business. Forrester provides companies with rigorous research, practical ideas, and objective guidance to help them thrive on technology change. Research topics include Automotive, Financial Services, Healthcare, IT Security and Spending, and Media and Entertainment, to name a few.

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