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Arijit Maity

Author: Dr. Arijit Maity, Faculty, Globsyn Business School There has been so much attention accorded to the technique and many companies are going out to get the service. Today, the use of mobile phones as a communication tool has proliferated all groups in society. Many people own one type of mobile phone or device. However, when using the tool as a marketing strategy, the strategy should have certain characteristics that will make it the most favorable.It should be able to reach a large audience of potential customers. The strategy should augur well with text messaging. The latter has become integral in the lives of people throughout the world. This makes it a very useful tool for reaching a massive audience. There are more than 3 billion people worldwide who actively use text messaging as a communication means.The strategy should have credulity that

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