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Keebler study demonstrates usefulness of chat marketing

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New York--Internet messaging service ActiveBuddy Inc. said Tuesday that a consumer marketing study conducted on Keebler Co.'s campaigns shows chat marketing was three times more effective than e-mail and banner advertising. ActiveBuddy said Keebler in September gained a 6.5% click-through rate for 120,000 total impressions delivered via desktop chat applications, beating by three times the historical click-through rates for Keebler e-mail and banner advertising. Agency E*media Inc., Ann Arbor, Mich., orchestrated the chat campaign on behalf of Keebler.
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