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Nextel dials up interactive strategy; E-mail, Internet marketing efforts move to forefront as company sees benefits.(Brief Article)
B to B, October, 2001 by Frook, John Evan
Interactive marketing has moved from the experimental stage to core strategy at Nextel Communications Inc.
The Reston, Va.-based wireless telecommunications company started its interactive effort by e-mailing offers to potential customers. When the terrorist attacks on the World Trade Center and Pentagon occurred in September, it found that the self-service nature of e-mail was one of the best-equipped channels to handle surging demand.
Fully recognizing the power of the Internet, the company now plans to step up its database marketing. It is working with its interactive advertising agency One to One Interactive Inc., Boston, to develop Internet multimedia presentations based on commercial presentation technology from Unicast.
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