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NEW YORK Marketers are getting increasingly comfortable with running text-messaging campaigns, yet they are still wary of including video and other multimedia messaging components, according to a newly released survey.
A poll of 50 brand marketers, mostly based in Europe but operating internationally, found increased experience with text-message campaigns, with 28 percent having undertaken such efforts. By comparison, 18 percent used multimedia messaging (MMS).
The brands, which were surveyed in July by mobile messaging provider Airwide Solutions, expressed a reluctance of both the technology of MMS and customer acceptance.
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