Mobile Marketing: What Is UR txt msg str@tegy?

Two years ago, my daughter, Anna, sent me her first text message. She borrowed her older brother's mobile phone and composed this question, "Where R U." When the message arrived, I was happy to know that she was thinking about me. My initial thought was to reply, "@ wrk."

Before sending a response, however, I considered the real meaning of my daughter's question. I knew that she was not actually interested in my physical location. She did not care whether I was at my office, a client's office, or a restaurant. She really wanted to know when I would be home. She wanted to know when she would see me. She cared about timing, not location. I replied, "@ wrk, b home in 30."

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