Mobile Marketing
Can marketers realize mobile’s potential for brand growth? Mobile device users create an electronic trail of data that lends itself to modeling and analysis and thus, to more effective marketing. U.S. mobile ad spending is forecast at $10.3 billion by 2016, fives time the 2012 spend.
At the same time, mobile devices and services shift the balance of power between firms, retailers, institutions, and individuals. People are deeply attached to their mobile devices, and marketers need to understand whether and how they want to engage with brands on mobile platforms.
All Types
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Articles
Jianmin Jia Reviews Journal “Must Reads” from 2013
Jan 10, 2014Jianmin (Jamie) Jia is a Professor of Marketing at the Chinese University of Hong Kong and the Dean of the School of Economics and Management, Southwest Jiaotong University.
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Presentations
Mobile CPG Shopper Engagement: Recent In-Market Results
Nov 04, 2013 Jim Maurer, Group Vice President of Integrated and New Channel Analytics, Catalina -
Videos
Mobile CPG Shopper Engagement: Recent In-Market Results
Oct 31, 2013Jim Maurer, Group Vice President of Integrated and New Channel Analytics, Catalina
Jim Maurer will present recent data-driven findings from Catalina’s mobile offer network. Throughout 2012 and 2013 Catalina delivered personalized offers to shoppers on their mobile devices. Learning from these initial limited-release programs has been compiled and will be presented. Findings to be presented include the value and behavioral characteristics of the mobile shopper, the importance of personalization, and mobile offer performance compared to traditional channels.
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Articles
How Does Mobile Marketing Affect the Shopper’s Journey?
Sep 27, 2013Understanding how mobile marketing affects the consumer shopping journey is vitally important.
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Articles
MSI Competition Winners Aim to Impact Mobile Marketing Practice
Sep 06, 2013MSI’s research competition, “Mobile Platforms, Location-based Services, and Their Impact on Customers,” sought to stimulate academic research on marketers’ questions about how to operate effectively in the mobile ecosystem. In June 2013, six research proposals were selected to receive MSI funding.
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