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. Chapter 6, Mobile Advertising (26 pages), examines how advertising for mobile devices is different from other media. The authors suggest that mobile marketing is growing and offers marketers the ability to more specifically tailor content to a target and provide an interactive experience. They explain that there is a lack of standardization in mobile advertising and review different tools, such as interstitial banners, rich media ads, and native ads. They consider social media ads, such as promoted tweets on Twitter, as well as video ads and sponsorship ads. They suggest criteria for effective ad display on specific devices with several visual examples from companies such as CNN and Walgreens. They also consider ways to target mobile advertising, including audience profile and location and share insight on measuring success.

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