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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 1, Past, Present, and Future Opportunities for Mobile Marketing, the authors present a brief overview of the rise of smartphones and mobile technology. They review current research about consumer use of different smartphone platforms, compare smartphone use versus tablets, and characterize the marketing opportunity for mobile devices. They argue that the companies must incorporate mobile marketing into their plans to address how the strong and rapid growth of mobile devices is changing consumer behavior. They end with a series of questions to help the reader understand mobile behavior.

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 2, Calling and Messaging, considers how mobile technology is changing the way people communicate. The authors cite research about the decrease of landlines, increase in video calling, and shift from voice calling to text messaging as critical factors in the need for mobile marketing. They explore mobile messaging and highlight important considerations for using a short messaging system (SMS) as a marketing tool. They also consider the benefits and challenges of visual messaging, such as multimedia messaging service (MMS) and rich media messaging (RMM), as well as instant messaging (IM), with real-world examples from Express and Taco Bell. They examine shifts in email marketing for mobile devices and offer practical guidance on effective email campaigns, as well as on measuring success through churn (opt-out rate) and other data.

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.

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.

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 5, Social Media Networks, the authors explore networks such as Facebook and Instagram, as well as how those network participants (e.g. followers) interact with specific brands on social media. They suggest that branding on social media requires companies to not only to have interactive conversations, but also to invest more resources in this social media marketing. They examine how to build a customer base through mobile customer relationship management (CRM), and suggest that measuring success of social media marketing is challenging.

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.

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.

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.

This is an MIT Sloan Management Review article. In their 1998 Sloan Management Review article "Preserving Employee Morale During Downsizing," the authors maintained that strong organizations need to develop resilience so they could take advantage of new opportunities that arise during periods of economic retrenchment. They detailed four stages of downsizing programs: deciding to downsize, planning the program, making the announcement and implementing the program. In this sequel, the authors argue that downsizing programs aren't just about "doing more with less."They also provide opportunities to build a sense of trust and empowerment between managers and employees, which can provide significant benefits going forward. In addition to examining the impacts downsizing has on surviving employees and how survivors can influence whether a program is successful, the article explores three new areas that the authors have come to recognize as important to the success of downsizing efforts: (1) how organizations must become more flexible, (2) how they must become more innovative and creative, and (3) how they must improve their communications with stakeholders who are increasingly skeptical of downsizing efforts.

This is an MIT Sloan Management Review article. As companies continue to downsize, they need to consider how to maintain their employees' morale to realize gains such as higher productivity and more flexibility. Those who survive layoffs and the managers who must implement those layoffs frequently exhibit reduced commitment. Their trust in the company may be destroyed and they may feel powerless in the wake of top management's actions. The authors propose a four-stage approach to downsizing, gleaned from interviews and surveys, that will retain workers' trust and sense of empowerment. First, consider downsizing only as a last resort. Also downsizing should be part of a clearly defined, long-term vision that fits into the company's overall strategic plan. Second, consider all stakeholders' needs--survivors, laid-off employees, the community, local and national press, and any affected government agencies. The company should form a cross-functional team to represent all stakeholders' interests. Third, at the announcement stage, senior managers should explain the necessity of the downsizing and how it helps the firm in the long term. The fourth stage, implementation, is the most important. Management should communicate frequently and be open and honest. The company should do its best to ensure that laid-off employees are employed elsewhere and offer them generous benefits packages. It should seek remaining employees' ideas about restructuring work processes and provide any necessary training.