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 4, Mobile Applications (Apps) looks at the popularity and benefits of Apps versus websites. The authors discuss how the features and functions of mobile Apps provide more sophisticated web experiences for customers. They review different types of Apps, such as pre-installed and paid, and consider the challenges in developing an App, offering practical guidance. They explore methods for measuring success, including frequency of use and other data points. The chapter includes a brief overview of the Carolina Hurricanes App.

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