The proliferation and popularity of mobile technology presents both a challenge and an opportunity for e-marketers. Content has to be tailored to fit small screens and even smaller keyboards whereas wireless access means that brands/companies have to bear in mind available bandwidths and speeds that affect mobile consumers’ quality of interaction with digital content. However, mobile marketing is a necessity for any e-marketer operating in or wishing to target a country or region where mobile communication is the dominant means of accessing Internet-based content. From simple SMS text campaigns to sophisticated location-sensitive promotions, e-marketers have generally risen to the challenge. Provide one example of how a brand, company or industry has incorporated mobile marketing technology into its overall marketing strategy. Describe the activity and give your opinion of its success (or shortcomings).
The proliferation and popularity of mobile technology presents both a challenge and an opportunity for e-marketers. Content has to be tailored to fit small screens and even smaller keyboards whereas wireless access means that brands/companies have to bear in mind available bandwidths and speeds that affect mobile consumers’ quality of interaction with digital content. However, mobile marketing is a necessity for any e-marketer operating in or wishing to target a country or region where mobile communication is the dominant means of accessing Internet-based content. From simple SMS text campaigns to sophisticated location-sensitive promotions, e-marketers have generally risen to the challenge. Provide one example of how a brand, company or industry has incorporated mobile marketing technology into its overall marketing strategy. Describe the activity and give your opinion of its success (or shortcomings).
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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The proliferation and popularity of mobile technology presents both a challenge and an opportunity for e-marketers. Content has to be tailored to fit small screens and even smaller keyboards whereas wireless access means that brands/companies have to bear in mind
available bandwidths and speeds that affect mobile consumers’ quality of interaction with digital content. However, mobile marketing is a necessity for any e-marketer operating in or wishing to target a country or region where mobile communication is the dominant means of accessing Internet-based content.
From simple SMS text campaigns to sophisticated location-sensitive promotions, e-marketers have generally risen to the challenge.
- Provide one example of how a brand, company or industry has incorporated mobile marketing technology into its overall marketing strategy. Describe the activity and give your opinion of its success (or shortcomings).
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