個案資料

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 1, Past, Present, and Future Opportunities for Mobile Marketing, the authors present a brief overview of the rise of smartphones and mobile technology. They review current research about consumer use of different smartphone platforms, compare smartphone use versus tablets, and characterize the marketing opportunity for mobile devices. They argue that the companies must incorporate mobile marketing into their plans to address how the strong and rapid growth of mobile devices is changing consumer behavior. They end with a series of questions to help the reader understand mobile behavior.

• Social media
• Digital marketing
• Web and mobile applications
• Marketing communications
• Advertising