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 3, Search and Web, the authors consider how consumers use mobile devices to find information. They cite research to support the popularity of mobile devices for web searches, advising marketers to respond accordingly and reviewing search engine design features such as "click to call." They highlight the importance of a responsive web design that works across multiple channels (desktops, tablets, and mobile devices) and consider the challenges of this type of design. The authors also offer guidance on mobile search engine optimization (SEO) and share practical tips from Google. They conclude with thoughts on measuring success for campaigns.

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