個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Accessing Content
內容大綱
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 7, Accessing Content, the authors consider how consumers receive content through either pull tactics to attract people who are actively searching or push tactics to inspire action. They review key considerations and visual examples of pull tactics, including quick response (QR) codes, mobile messaging, and near-frequency codes (NFC). They also review three push tactics: messaging, opt-in notifications within apps, and location-based services such as iBeacon.