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 8, Mobile Marketing Strategy and Resources, the authors emphasize the need to move quickly in a rapidly changing environment. Thus, they present a model for actionable long-term vision that marketers going through a lengthy strategic planning session. The NOTE model is broken into four stages: needs, objectives, tactics, and execution. The authors summarize key considerations for each stage of the model and then apply the model to a fictitious company as example. They also share insights from Jeffrey Donnell, Product Development & Innovation Manager at Whirlpool Corporation, about the value of being a "pocket brand," or a brand that utilizes mobile marketing to create relevant customer value.

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