In the fashion industry, communicating to the customer via cell phone is proving to be a useful trend.
As part of JCPenney's recent "Back-to-School" push, a mobile marketing component was included to target teens and tweens who are big digital consumers.
Webisode trailers were aired in cinemas, and those watching the ads were asked to sign up for mobile alerts to receive digital wallpaper, ring tones, and text-message ads for the Back-to-School sitelet.
"When it comes to the younger market, ...