Business Case #8
Planning and implementing effective mobile marketing programs
Abstract Mobile marketing is an ever increasingly important component of a firm’s overall
promotional strategy. The importance of this medium can be seen through time spent on mobile
media, number of searches, and direct and indirect mobile-generated sales. Despite its increased
importance, the effectiveness of mobile marketing needs to be improved based on such metrics as
bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to
increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three
major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are
always on, always connected, and always with the consumer; (2) the ability to generate location-
sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also
need to develop and implement an effective mobile marketing strategy through a series of
activities. These include understanding and reacting to the complexity of mobile marketing,
designing sites based on ease of use versus ‘bells and whistles,’ increasing opt -in rates, using
effective customer engagement strategies, and developing effective mobile coupons. Criteria to
evaluate the effectiveness of mobile marketing are discussed.
The current state of mobile marketing
For a majority of consumers, mobile devices have surpassed both desktop and laptop computers
as the principal gateway to the Internet (O’Kane, 2013). Mobile phones and tablets now account
for about 44% of all personal computing time, twice the level of 2008 (Duncan, Hazan, & Roche,
2014). According to one source, just over one-half of all searches on Google are now performed
on mobile sites (Graham, 2015). A recent Deloitte study found that smartphone devices influenced
almost $600 billion of in-store purchases, up from $159 billion in 2012 (Haims, 2015).
According to Shop.org/Forrester Research Inc.’s State of Retailing Online study, 58 % of the
retailers surveyed placed mobile marketing as their highest priority. The second -highest rated
priority was omnichannel efforts, such as buying online and picking up in-store and ship-from-
store (Forrester, 2015). The rapid growth of mobile marketing, as well as its impact on traditional
shopping behavior, contribute to its overall importance as a promotional medium.
Despite the increased usage of mobile marketing by firms and consumers, there is evidence of poor
planning, poor implementation, and the need for firms to adapt to fast-changing dynamics. The
following sections document problem areas that mobile marketers need to overcome.
A2013 study of 745 business leaders found that while 56% of these leaders were using mobile
marketing in their firms, 43% stated that they have not determined the correct mobile strategy
despite their seeing a ...
CompaniesCompanies around the globe are using social media to co.docxdonnajames55
Companies
Companies around the globe are using social media to connect with their customers.
Consider an online social media network, such as Facebook or LinkedIn, and respond to the following:
· For targeting new customers, examine the advantages and disadvantages of using these social networks compared to search engine advertising.
· Provide specific examples of products that lend themselves more to social networks than to search engine advertising.
· Discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands.
Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.
Due Saturday, June 17, 2017
Business Case #8
Planning and implementing effective mobile marketing programs
Abstract Mobile marketing is an ever increasingly important component of a firm’s overall
promotional strategy. The importance of this medium can be seen through time spent on mobile
media, number of searches, and direct and indirect mobile-generated sales. Despite its increased
importance, the effectiveness of mobile marketing needs to be improved based on such metrics as
bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to
increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three
major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are
always on, always connected, and always with the consumer; (2) the ability to generate location-
sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also
need to develop and implement an effective mobile marketing strategy through a series of
activities. These include understanding and reacting to the complexity of mobile marketing,
designing sites based on ease of use versus ‘bells and whistles,’ increasing opt -in rates, using
effective customer engagement strategies, and developing effective mobile coupons. Criteria to
evaluate the effectiveness of mobile marketing are discussed.
The current state of mobile marketing
For a majority of consumers, mobile devices have surpassed both desktop and laptop computers
as the principal gateway to the Internet (O’Kane, 2013). Mobile phones and tablets now account
for about 44% of all personal computing time, twice the level of 2008 (Duncan, Hazan, & Roche,
2014). According to one source, just over one-half of all searches on Google are now performed
on mobile sites (Graham, 2015). A recent Deloitte study found that smartphone devices influenced
almost $600 billion of in-store purchases, up from $159 billion in 2012 (Haims, 2015).
According to Shop.org/Forrester Research Inc.’s State of Retailing Online study, 58 % o.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
This document discusses strategies for Target to improve its omnichannel and flexible fulfillment capabilities. It proposes:
1. Consolidating Target's six apps into two apps to provide a more seamless customer experience.
2. Implementing mobile point-of-sale technology to allow sales associates to help customers on mobile devices and improve checkout times.
3. Launching an omnichannel marketing campaign utilizing social media and radio to increase customer awareness of Target's omnichannel and flexible fulfillment options.
Mobile advertising spend is up 80% over the last year, but sales from mobile represent only 1% of commerce. While initial mobile performance seems low, analytics tools cannot fully measure mobile's impact because they fail to track how consumers use multiple devices before purchasing. To better understand mobile's influence, retailers must analyze consumer behavior and measure metrics beyond single-device transactions, such as how mobile drives in-store sales and new customer registrations.
The document discusses 5 mobile marketing channels that aspiring marketers can take advantage of: 1) mobile display ads, 2) SMS marketing, 3) mobile search advertising, 4) in-app advertising, and 5) MMS and mobile video. It provides examples of how each channel can be used and highlights opportunities they present. The conclusion encourages marketers to get started with mobile and outlines potential objectives like building mobile user lists and crafting synergy across channels.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
This document discusses how to simplify mobile media planning and buying by overcoming the inherent complexities. It identifies that dedicated Mobile Demand Side Platforms can dramatically reduce workload for agencies by eliminating manual processes. These platforms allow agencies to plan, book, execute and optimize mobile campaigns through a single interface in real-time. The emergence of these platforms marks an end to large inefficiencies that have prevented many agencies from considering mobile as a viable advertising channel.
FIVE TECHNOLOGIES RETAILERS CAN ADOPT TODAY FOR A SUCCESSFUL 2015Arunas Vizickas ✔
This document discusses five technologies that retailers can adopt today for success in 2015: 1) geofencing for location-based marketing, 2) beacons and Bluetooth technology for proximity marketing, 3) augmented reality for in-store and virtual fitting rooms, 4) highly personalized and contextual marketing, and 5) aspirational services like same-day delivery. It emphasizes that adopting these technologies requires rethinking IT's role to better support dynamic solutions for marketing and merchandising needs. Retailers should explore these leading-edge technologies to enrich customer interactions and show they understand shoppers.
CompaniesCompanies around the globe are using social media to co.docxdonnajames55
Companies
Companies around the globe are using social media to connect with their customers.
Consider an online social media network, such as Facebook or LinkedIn, and respond to the following:
· For targeting new customers, examine the advantages and disadvantages of using these social networks compared to search engine advertising.
· Provide specific examples of products that lend themselves more to social networks than to search engine advertising.
· Discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands.
Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.
Due Saturday, June 17, 2017
Business Case #8
Planning and implementing effective mobile marketing programs
Abstract Mobile marketing is an ever increasingly important component of a firm’s overall
promotional strategy. The importance of this medium can be seen through time spent on mobile
media, number of searches, and direct and indirect mobile-generated sales. Despite its increased
importance, the effectiveness of mobile marketing needs to be improved based on such metrics as
bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to
increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three
major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are
always on, always connected, and always with the consumer; (2) the ability to generate location-
sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also
need to develop and implement an effective mobile marketing strategy through a series of
activities. These include understanding and reacting to the complexity of mobile marketing,
designing sites based on ease of use versus ‘bells and whistles,’ increasing opt -in rates, using
effective customer engagement strategies, and developing effective mobile coupons. Criteria to
evaluate the effectiveness of mobile marketing are discussed.
The current state of mobile marketing
For a majority of consumers, mobile devices have surpassed both desktop and laptop computers
as the principal gateway to the Internet (O’Kane, 2013). Mobile phones and tablets now account
for about 44% of all personal computing time, twice the level of 2008 (Duncan, Hazan, & Roche,
2014). According to one source, just over one-half of all searches on Google are now performed
on mobile sites (Graham, 2015). A recent Deloitte study found that smartphone devices influenced
almost $600 billion of in-store purchases, up from $159 billion in 2012 (Haims, 2015).
According to Shop.org/Forrester Research Inc.’s State of Retailing Online study, 58 % o.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
This document discusses strategies for Target to improve its omnichannel and flexible fulfillment capabilities. It proposes:
1. Consolidating Target's six apps into two apps to provide a more seamless customer experience.
2. Implementing mobile point-of-sale technology to allow sales associates to help customers on mobile devices and improve checkout times.
3. Launching an omnichannel marketing campaign utilizing social media and radio to increase customer awareness of Target's omnichannel and flexible fulfillment options.
Mobile advertising spend is up 80% over the last year, but sales from mobile represent only 1% of commerce. While initial mobile performance seems low, analytics tools cannot fully measure mobile's impact because they fail to track how consumers use multiple devices before purchasing. To better understand mobile's influence, retailers must analyze consumer behavior and measure metrics beyond single-device transactions, such as how mobile drives in-store sales and new customer registrations.
The document discusses 5 mobile marketing channels that aspiring marketers can take advantage of: 1) mobile display ads, 2) SMS marketing, 3) mobile search advertising, 4) in-app advertising, and 5) MMS and mobile video. It provides examples of how each channel can be used and highlights opportunities they present. The conclusion encourages marketers to get started with mobile and outlines potential objectives like building mobile user lists and crafting synergy across channels.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
This document discusses how to simplify mobile media planning and buying by overcoming the inherent complexities. It identifies that dedicated Mobile Demand Side Platforms can dramatically reduce workload for agencies by eliminating manual processes. These platforms allow agencies to plan, book, execute and optimize mobile campaigns through a single interface in real-time. The emergence of these platforms marks an end to large inefficiencies that have prevented many agencies from considering mobile as a viable advertising channel.
FIVE TECHNOLOGIES RETAILERS CAN ADOPT TODAY FOR A SUCCESSFUL 2015Arunas Vizickas ✔
This document discusses five technologies that retailers can adopt today for success in 2015: 1) geofencing for location-based marketing, 2) beacons and Bluetooth technology for proximity marketing, 3) augmented reality for in-store and virtual fitting rooms, 4) highly personalized and contextual marketing, and 5) aspirational services like same-day delivery. It emphasizes that adopting these technologies requires rethinking IT's role to better support dynamic solutions for marketing and merchandising needs. Retailers should explore these leading-edge technologies to enrich customer interactions and show they understand shoppers.
Mobile marketing saw significant growth and interest in 2010. In 2011, marketers will develop more strategic mobile marketing plans that focus on search and display advertising rather than one-off apps. They will also start forming dedicated mobile marketing teams and collaborating across departments to improve mobile strategies. However, inconsistent data and lack of standards will still hamper analysis of mobile marketing efforts.
What is likely to outnumber the billions of human beings on planet earth over the next few years? The answer: mobile devices. While mobile devices have been around for several yea rs, there are two categories that have resulted in the explosive growth in this industry especially over the last two or three years – smartphones and tablets i .
This document provides a 7-step guide to mobile marketing. It begins by making the case for developing a mobile marketing strategy and investing in mobile initiatives. It emphasizes that marketers need to [1] define the scope of mobile opportunities, [2] review consumer mobile usage trends, [3] benchmark competitors' mobile efforts, [4] create ROI models for investment options, [5] prioritize a mobile roadmap, and [6] write a formal business case to secure budget for mobile activities. The document outlines the diverse mobile ecosystem and opportunities across the customer lifecycle to integrate mobile marketing communications, experiences, commerce and loyalty efforts.
Mobile marketing trends, stats, and best practices were discussed over five parts. Key points included: mobile usage is growing rapidly worldwide, with smartphones accounting for over half of US mobile users by 2014; magnetic content that is useful, well-executed, and fun is important; precise targeting and geo-location can enhance mobile campaigns when used judiciously; mobile should be used as an additive channel to integrate with other media; and measurable goals like coupon redemption and a framework that links marketing investments to perceptual, behavioral and financial outcomes are needed to evaluate mobile ROI.
Mobile video advertising is growing rapidly. Programmatic video buying allows advertisers to automate video ad purchasing and optimize campaigns based on data and performance. This approach evaluates each ad impression individually and leverages various data sources. Programmatic video can reach audiences on mobile apps and mobile web across devices. Key challenges for mobile like audience measurement have improved, allowing for more effective targeting and standardized implementations. Advertisers should focus on relevant metrics and work with demand side platforms that support robust data targeting, measurement, and viewability standards for mobile video.
HCLT Whitepaper: Mobility Solutions an emerging trend in the Retail IndustryHCL Technologies
The document discusses how mobile technology is becoming an emerging trend in the retail industry. It provides examples of how mobile apps and technologies can enhance the customer shopping experience by providing product information, driving traffic to stores, and implementing loyalty programs and mobile coupons. The document also describes offerings from HCL's Mobility Solutions group to develop mobile apps across various platforms and technologies for retailers.
Mobile devices are enabling new forms of commerce by allowing consumers to discover and purchase products anywhere. Services like Browsy, Soldsie, and Pixbi allow consumers to shop directly from social media platforms and magazines by linking products featured in images and posts to online retailers. Major brands are also launching shoppable mobile apps and partnering with payment providers to offer in-app and one-click purchasing. As mobile continues to become the primary way people browse online, retailers must look for opportunities to make their inventory shoppable on the various platforms where consumers spend their time.
MOBILE ADVERTISING AND MARKETING TRENDS ROUNDUPFilipp Paster
Mobile now accounts for most time US adults spend online. Marketers have responded with a variety of mobile advertising tools to reach consumers on the go, such as mobile social network ads, programmatic mobile ads, mobile video ads, and push notifications. eMarketer has curated a roundup of the latest mobile marketing trends to help advertisers keep up with this rapidly changing space.
Digital Marketing Guide: Mobile Marketing for Medical Technology CompaniesGrey Matter Marketing
For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite do it justice; mobile is how we behave. It is how we live, research, document, and communicate.
The point is: if you are a marketer and are not considering how to reach your target audience on mobile, you are missing a large portion of their day.
Mobile can no longer be ignored by marketers who want to succeed and thrive in the new healthcare marketing landscape.
White paper: How to be successful in Mobile AdvertisingMohamed Mahdy
This document provides an overview of mobile advertising and recommendations for running successful mobile campaigns. It discusses key mobile trends like the growth in smartphone users and time spent on mobile. The document also outlines different mobile advertising options like banners and video. Additionally, it debunks common myths about mobile advertising and provides a checklist for best practices, including developing mobile-optimized sites, apps, creative, and using data to target the right audiences.
Effects of Mobile Marketing on Consumer Decision Making ProcessNetmera
This e-book covers impacts of mobile marketing at different stages of the consumer decision- making process (need recognition, information search, evaluation of alternatives, purchase, and post-purchase)
Junivo Solutions - Smart Touchpoint PlatformMurat Eren
Know your customers, engage better and use data driven decision making
Smart Touchpoint Platform provides a powerful all-in-one Wi-Fi based in-store analytics and mobile marketing solution for PFEs (Public Facing Enterprise)
Key considerations for implementing mobile confirmitMerlien Institute
The document discusses the benefits of implementing a mobile engagement strategy to interact with customers. Mobile adoption is growing rapidly worldwide and changing customer expectations and behaviors. Customers now want interactions to be timely, relevant, and brief via their mobile devices. To maintain relationships, organizations need mobile strategies to engage customers anytime, anywhere. Some benefits include capturing more accurate feedback close to experiences, validating responses with location data and multimedia, and targeting customers based on location. Mobile engagement can make it easier for customers to provide feedback whenever convenient.
Mobile marketing is poised for significant growth. It is an enabler and initiator in the relationship between brand and consumer. Are you learning as fast as your competitors?
The document discusses how mobile commerce is expanding beyond traditional online retail sites to allow discovery and purchase across a wider range of platforms. It provides examples of startups like Browsy, Soldsie, and Pixbi that enable shoppers to discover, save, and purchase products found on social media platforms like Pinterest, Facebook, and magazines. The document advocates for retailers to make their products shoppable anywhere consumers spend time and to provide one-click options to easily add items to carts. It also suggests leveraging add-on services to expand into new areas and catering to consumer showrooming behaviors.
Why Your Business Needs a Mobile Websitee-point SA
This document discusses why businesses need a mobile-friendly website. It notes that consumers are increasingly using mobile devices to search for information and make purchases. Many mobile users search for local businesses and services on their phones. Having an optimized mobile site allows businesses to reach these customers. The document recommends using services like Google My Business to create a free digital business profile that includes contact and location information.
Tracking Mobile: The Rise of Smartphones in MarketingAnindya Ghose
By studying mobile usage data from four countries, the author outlines several key findings on how mobile data can provide insights for marketers:
1) Variance in a consumer's travel patterns is a stronger predictor of mobile internet usage than the average travel pattern. Mobile ads were more effective when consumers deviated from their standard travel path.
2) Redemption of mobile coupons increased non-linearly as consumer proximity to a store increased. Improving an ad's rank on the mobile screen had a similar impact as a 12% price reduction.
3) Combining location with time (geo-fencing) provides a more powerful targeting strategy than using location or time individually. Offers sent one day before an event
Cutting Through Chaos in the Age of "Mobile Me"Cognizant
Advancements in mobile technologies are impacting nearly every aspect of the retail industry. As our research confirms, retailers can no longer treat individuals and market segments as one homogenous entity. Winning in mobile commerce will depend on companies' ability to capture and analyze optimum, real-time data from digital, physical and personal sources, and deliver highly personalized, contextually relevant experiences to today's "markets of one."
The mobile revolution represents both a threat and opportunity for retailers. While customers increasingly use smartphones in stores to compare prices and make purchases online, mobile technologies also allow retailers to engage customers and improve the in-store experience. However, retailers face challenges in tracking changing customer preferences in real-time, competing with online retailers, and overcoming technology challenges around integrating disconnected in-store and online systems and gathering/analyzing customer data from multiple sources to determine personalized offers.
APPLYING ANALYTIC TECHNIQUES TO BUSINESS1APPLYING ANALYTIC T.docxRAHUL126667
APPLYING ANALYTIC TECHNIQUES TO BUSINESS
1
APPLYING ANALYTIC TECHNIQUES TO BUSINESS
2Applying Analytic Techniques to Business
3/16/2020Introduction
Ford Motor is a company that has its original situation in the United States of America. The company has its core business as producing motor vehicles; the company is the Fourth highest producer in the world. The company came to existence in the year 1903, with the present state being one of the companies with a production rate of higher standards compared to its competitors. The company has produced motor vehicles not only in the United States of America but the whole world consisting of diverse brands. Throughout the years, the firm has created different development techniques planned for supporting the general target of keeping up the upper hand in the market. The organization's development is bolstered by different escalated techniques that incorporate market improvement, item advancement, and market entrance. There likewise exist conventional methodologies that steer Ford's business seriousness. Even though there have been a few nonexclusive procedures, cost administration remains the hugest power behind the automaker's prosperity.
Ford’s Operations
The Ford Motor Company has an extensive list of their products and administrations which incorporate autos and substantial business vehicles just as car financing administrations. Their engines include minimal effort vehicles that are created to pull in a more extensive client extend, extravagance autos, trucks, transports, and Motorsport vehicles. Their blend of items and administrations guarantees that the firm can contend well in the vehicle business. Through advancement, the organization has likewise added to a superior situation by creating vehicles that sudden spike in demand for less fuel, hydrogen, and power along these lines empowering the association to acquire clients in recent years.
The firm effectively executes its commitments to its outer clients who buy their vehicles just as its inward clients who comprise of staff in different divisions and who depend on various offices to encourage the smooth progression of their day by day obligations. For the outside clients, the vehicles they buy must satisfy specific guidelines dependent on the details for which they are fabricated. For example, the extravagance vehicles ought to be in a situation to give solace and security dependent on the base market models, simplicity of route, and saving money on fuel utilization. While such principles are structure qualifiers, the firm should endeavor to think of more request champs that recognize their extravagance vehicles from those of contenders. To accomplish this, ford had created a technology that aimed at producing their products with diverse differentiation compared to their competitors.
Ford prior concocted advancements that set their items apart from others. For instance, it built up the EcoBoost suite of advances that decreased the s.
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What is likely to outnumber the billions of human beings on planet earth over the next few years? The answer: mobile devices. While mobile devices have been around for several yea rs, there are two categories that have resulted in the explosive growth in this industry especially over the last two or three years – smartphones and tablets i .
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The document discusses how mobile technology is becoming an emerging trend in the retail industry. It provides examples of how mobile apps and technologies can enhance the customer shopping experience by providing product information, driving traffic to stores, and implementing loyalty programs and mobile coupons. The document also describes offerings from HCL's Mobility Solutions group to develop mobile apps across various platforms and technologies for retailers.
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Mobile now accounts for most time US adults spend online. Marketers have responded with a variety of mobile advertising tools to reach consumers on the go, such as mobile social network ads, programmatic mobile ads, mobile video ads, and push notifications. eMarketer has curated a roundup of the latest mobile marketing trends to help advertisers keep up with this rapidly changing space.
Digital Marketing Guide: Mobile Marketing for Medical Technology CompaniesGrey Matter Marketing
For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
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Smart Touchpoint Platform provides a powerful all-in-one Wi-Fi based in-store analytics and mobile marketing solution for PFEs (Public Facing Enterprise)
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The document discusses the benefits of implementing a mobile engagement strategy to interact with customers. Mobile adoption is growing rapidly worldwide and changing customer expectations and behaviors. Customers now want interactions to be timely, relevant, and brief via their mobile devices. To maintain relationships, organizations need mobile strategies to engage customers anytime, anywhere. Some benefits include capturing more accurate feedback close to experiences, validating responses with location data and multimedia, and targeting customers based on location. Mobile engagement can make it easier for customers to provide feedback whenever convenient.
Mobile marketing is poised for significant growth. It is an enabler and initiator in the relationship between brand and consumer. Are you learning as fast as your competitors?
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Why Your Business Needs a Mobile Websitee-point SA
This document discusses why businesses need a mobile-friendly website. It notes that consumers are increasingly using mobile devices to search for information and make purchases. Many mobile users search for local businesses and services on their phones. Having an optimized mobile site allows businesses to reach these customers. The document recommends using services like Google My Business to create a free digital business profile that includes contact and location information.
Tracking Mobile: The Rise of Smartphones in MarketingAnindya Ghose
By studying mobile usage data from four countries, the author outlines several key findings on how mobile data can provide insights for marketers:
1) Variance in a consumer's travel patterns is a stronger predictor of mobile internet usage than the average travel pattern. Mobile ads were more effective when consumers deviated from their standard travel path.
2) Redemption of mobile coupons increased non-linearly as consumer proximity to a store increased. Improving an ad's rank on the mobile screen had a similar impact as a 12% price reduction.
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The mobile revolution represents both a threat and opportunity for retailers. While customers increasingly use smartphones in stores to compare prices and make purchases online, mobile technologies also allow retailers to engage customers and improve the in-store experience. However, retailers face challenges in tracking changing customer preferences in real-time, competing with online retailers, and overcoming technology challenges around integrating disconnected in-store and online systems and gathering/analyzing customer data from multiple sources to determine personalized offers.
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2Applying Analytic Techniques to Business
3/16/2020Introduction
Ford Motor is a company that has its original situation in the United States of America. The company has its core business as producing motor vehicles; the company is the Fourth highest producer in the world. The company came to existence in the year 1903, with the present state being one of the companies with a production rate of higher standards compared to its competitors. The company has produced motor vehicles not only in the United States of America but the whole world consisting of diverse brands. Throughout the years, the firm has created different development techniques planned for supporting the general target of keeping up the upper hand in the market. The organization's development is bolstered by different escalated techniques that incorporate market improvement, item advancement, and market entrance. There likewise exist conventional methodologies that steer Ford's business seriousness. Even though there have been a few nonexclusive procedures, cost administration remains the hugest power behind the automaker's prosperity.
Ford’s Operations
The Ford Motor Company has an extensive list of their products and administrations which incorporate autos and substantial business vehicles just as car financing administrations. Their engines include minimal effort vehicles that are created to pull in a more extensive client extend, extravagance autos, trucks, transports, and Motorsport vehicles. Their blend of items and administrations guarantees that the firm can contend well in the vehicle business. Through advancement, the organization has likewise added to a superior situation by creating vehicles that sudden spike in demand for less fuel, hydrogen, and power along these lines empowering the association to acquire clients in recent years.
The firm effectively executes its commitments to its outer clients who buy their vehicles just as its inward clients who comprise of staff in different divisions and who depend on various offices to encourage the smooth progression of their day by day obligations. For the outside clients, the vehicles they buy must satisfy specific guidelines dependent on the details for which they are fabricated. For example, the extravagance vehicles ought to be in a situation to give solace and security dependent on the base market models, simplicity of route, and saving money on fuel utilization. While such principles are structure qualifiers, the firm should endeavor to think of more request champs that recognize their extravagance vehicles from those of contenders. To accomplish this, ford had created a technology that aimed at producing their products with diverse differentiation compared to their competitors.
Ford prior concocted advancements that set their items apart from others. For instance, it built up the EcoBoost suite of advances that decreased the s.
Apply the general overview of court structure in the United States (.docxRAHUL126667
Apply the general overview of court structure in the United States (Fig. 1.2) to your local community. (Critical Thinking Question 1)
Constitutional rights of the accused is, of course, a controversial topic. The crime control model, in particular, decries letting the obviously guilty go free on "technicalities," whereas the due process model emphasizes basic rights. What common ground do these two approaches share? Where do they disagree most?
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Apply the Paramedic Method to the following five selections.docxRAHUL126667
Apply the Paramedic Method to the following five selections
1) As a means of providing scientists with appropriate tertiary data, the conference is intended to serve as a communication medium for everyone involved in the manipulation and dissemination of research findings.
2) The decision by the managers was that the committee for road improvement would cease its activity for the duration of the term.
3) From the beginning, the writing of this research article was marked by reluctance.
4. . If we shadows have offended,
Think but this, and all is mended,
That you have but slumber'd here
While these visions did appear.
And this weak and idle theme,
No more yielding but a dream,
5.. Four score
and seven
years ago
our fathers brought forth, upon this continent, a new nation, conceived in liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, and so dedicated, can long endure.
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Application of Standards of CareDiscuss the standard(s) of c.docxRAHUL126667
Application of Standards of Care
Discuss the standard(s) of care to which the parties will be held in this case scenario. How will the standards of care and your state’s Nurse Practice Act be applied in the courts if the case is sued?
Case Scenario
SK, age 61, went to the hospital with what she thought was a bad cold, and was admitted with a diagnosis of pneumonia. Following admission, she became increasingly feverish and short of breath, but her family’s calls for help went unanswered. In fact, her daughter was unable to find anyone when she went to the nurses’ station looking for help. The patient eventually stopped breathing, and someone finally responded to the family’s desperate and frantic calls for help. SK was successfully resuscitated, but sustained brain damage due to oxygen deprivation. She was left unable to walk, talk, or care for herself.
Because of nurse understaffing in the hospital, her assigned RN had not assessed her often enough and did not monitor her oxygen level. There were 41 other patients on this unit. Although the hospital’s own staffing standards called for five registered nurses and two licensed practical nurses to staff this unit, only three registered nurses were on duty. Records for the unit in question indicated that the hospital failed to meet its own staffing standards for 51 out of 59 days before this incident.
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Application of the Nursing Process to Deliver Culturally Compe.docxRAHUL126667
Application of the Nursing Process to Deliver Culturally Competent Care.
Research the literature for an appropriate professional article that discusses the health care needs of your selected cultural group.
It should include 5-7 pages within the body of the paper with 3-5 references (at least two articles/book references).
Papers must follow
APA format
7th edition format, and include a title page, citations, and reference pages.
View the
APA Sample Template
APA Sample Template - Alternative Formats
.
Submit the paper in the drop box provided in Blackboard.
View
Formal Paper Rubric
for grading criteria.
Need help with Blackboard?
Review the
Submitting Assignments tutorial
.
Formal Paper Resources
Formal Paper Resources
Formal Paper Resources
Below are helpful resources to assist you with completing the Formal Paper.Click on each link to view.
Dreams from Endangered Culture
- With stunning photos and stories, National Geographic Explorer Wade Davis celebrates the extraordinary diversity of the world's indigenous cultures, which are disappearing from the planet at an alarming rate.
Photos of Endangered Cultures
- Photographer Phil Borges shows rarely seen images of people from the mountains of Dharamsala, India, and the jungles of the Ecuadorean Amazon. In documenting these endangered cultures, he intends to help preserve them.
The Danger of a Single Story
- Our lives, our cultures, are composed of many overlapping stories. Novelist Chimamanda Adichie tells the story of how she found her authentic cultural voice — and warns that if we hear only a single story about another person or country, we risk a critical misunderstanding.
Theories & Models
Cultural Competence Project
Giger and Davidhizar
Giger and Davidhizar - Alternative Formats
Madeleine M.
Leninger
- Transcultural Nursing Culture Care Theory
Resource Library
You can also revisit
U.S. Department of Health & Human Services
- Office of Minority Health
Log in and c lick on the
ToolKit - Resource Library
tab
The Resource Library has many useful descriptions and examples of models to use for your Formal Paper.
*NOTE:
Wikipedia is not a source to be used in any of the generated work; using it will result in a “zero” for the assignmen
.
Application Ware House-Application DesignAppointyAppoi.docxRAHUL126667
Application Ware House-Application Design
Appointy
Appointy allows users grow and manage their business in one and easy to use user interface.
The software helps users schedule online customers daily anywhere and at anytime,
Improve productivity and it enables business manage their staff in multiple locations.
Appointy helps organizations attract more customers through online marketing channels such as facebook and twitter.
Advantages of Saas
Accessibility SaaS can run on any OS regardless of its Mac OS, Blackberry Tablet Os,
Cost reduction and quick commissioning; due to the amount of money saved, there are no initial licensing costs.
Scalability; It is not necessary for an organization to purchase more service space or software licenses.
Updates; Saas providers update software and hardware and this has saved on time and workload for the consumer.
Saas is easily accessible and can run on any operating system regardless of its Mac OS. Besides, it is highly accessible and a user only requires an internet browser to begin their operations.
Saas providers update their software and hardware which saves on time and workload fro the consumer. The software is centrally on the server and new functions and update are implemented more frequently and efficiently.
Saas software is associated with cost reduction and quick comissioning,one of the major benefits o using Saas is the amount of money that culd be potentially saved.
3
Disadvantages of Saas
Data security risks; businesses are required to keep their information private as the provider is the one storing the company data.
Termination of service; Businesses can lose their data and files if the provider terminates their services for reasons such as lawsuits and bankruptcy.
Performance challenges; Software on local machines may run faster compared to Saas being hosted in a remote data centre.
Limited Applications; Saas relies on multiple software solutions.
Saas is associated with limited applications, a number of business that use SaaS grow daily and there are software applications that do not offer a hosted platform, the company will have to be hosted on site especially if it relies on multiple software sources.
Software in local machines are likely to run at a faster speed when compared to Saas that is hosted inn remote data centre.
Organizations are likely to face data security risks since data is stored by a provider.
4
Advantages of An in-house customized software
Users of the program will find the custom-made program more friendly.
The organization is provided with a greater control, which is crucial if the business ha some specific needs that an average commercial product can fulfill.
It also makes the interface more easy to use and provides easy accessibility to knowledgeable support.
The organization is likely obtain support from individual who have developed the software at hand.
customized software is more efficient,as it can cover every aspect of the business without the.
Application of the Belmont PrinciplesFirst, identify your .docxRAHUL126667
Application of the Belmont Principles
First, identify your research topic, including the key concepts you hope to investigate, any relationship you will look for between or among them—if anticipating a quantitative study—and who you anticipate as the target population.
RESEARCH TOPIC: Application of The Cognitive Psychology in Mental Illness or Trauma
Then, briefly identify how you would apply the three Belmont principles (beneficence, justice, and respect for persons) when you conduct your study.
Your post will be assessed based on the following:
· A thorough and high-quality post will apply one or more of the Belmont principles to all of the following elements of a research design:
o How one samples and recruits participants.
o How one collects data from those participants.
o How one manages, organizes, and conducts analyses of the data.
o How one reports the findings.
· An acceptable but lower quality post will apply at least one of the Belmont Principles to at least two of the design elements.
· A low-quality post will apply a Belmont principle to only one design element.
· An unacceptable post will not apply any Belmont principles to any design elements.
.
APPLE is only one of the multiple companies that have approved and d.docxRAHUL126667
APPLE is only one of the multiple companies that have approved and declared a stock split, the most recent one on a 4-for-1 basis last August 28, 2020. Analyze and explain:
(i) What is a stock split;
(ii) Why do you think that APPLE has approved this stock split decision;
(iii) How has that the stock split affected APPLE’s stocks’ value;
(iv) What is the APPLE’s current dividend payout ratio;
(v) How do you think that the APPLE’s dividend payout ratio may affect to the stocks’ value.
This exercise assesses the following learning outcomes:
(i) the evaluation of the dividend payout ratio,
(ii) the trade-off between paying dividends and retaining the profits within the company,
(iii) the purpose and procedure related to stock repurchases, and
(iv) the evaluation and advice on a firm going from private to a public company.
.
Appliance Warehouse Service Plan.The discussion focuses on the.docxRAHUL126667
Appliance Warehouse Service Plan.
The discussion focuses on the appliance Warehouse Service Plan that is made up of the testing plan, an implementation plan and the training plan for the sake of the bettering of services in a warehouse. The testing plan is meant to manage the systems through QA standards meeting the needs of the customers. The implementation plan elaborates and indicates whether one should use parallel, direct, phased, or pilot changeover strategies. The training plan, on the other hand, indicates what a training plan would include for affected employees, such as appointment setters, technicians, management, and the parts department.
Testing Plan
The main reason for the testing plan is to validate and verify the information from the main source or the end to end target warehouse. The two major testing plans for include program testing and acceptance testing (Lewis, 2017). The plan should verify the following, the business required documents, ETL design for the documents, sources to target on the mapping process and the data model for the source and the target schemas. The documents that are considered are meant for the ETL development process in the testing plan. The testing plan is meant further for the supervisors or the quality analysis team to confirm that the work is concerning the objective of the organization. The process of testing might also include the configuration management system and the data quality validation and verification process.
Implementation Plan
The plan for the implementation of the systems is the same as the process that is considered during the development process of the entire system to meet the goals of the organization. The steps to consider for the whole plan of the implementation include the analysis and the enhancement requests, the writing of very simplified and new programs, restructuring of the database, analysis of the program library and its cost, and the reengineering of the test program. The first phase parallels the analysis phase as the parallel strategy is considered for the entire process, which entails the analysis phase of the SDLC. The steps two to four process entails the combining and the construction activities that are done on a new system majorly on a small scale. The last step is meant to parallel the testing that is commonly done during the implementation process. The testing process ensures that the process is free of risk as a quality assurance process (Liang & Hui, 2016).
Training Plan
The training plan should be made up of a training matrix in which it will guide them to know who needs the training what they need from the training and why they want the training not forgetting when they need the training(Kwak,2016). The matrix will allow for the planning and the preparation for the training avoiding scrambling when the due date for the training comes around. The requirements are automatically updated when the employees get done with the first training before transferri.
Applicants must submit a 500 essay describing how current or future .docxRAHUL126667
Applicants must submit a 500 essay describing how current or future technologies may be used to enhance academic learning and/or stimulate student engagement in the online classroom. Essay should include a description of the technology, implementation and perceived benefits.
.
Apple Inc., Microsoft Corp., Berkshire Hathaway, and Facebook ha.docxRAHUL126667
Apple Inc., Microsoft Corp., Berkshire Hathaway, and Facebook have all been identified as companies that have accumulated substantial sums of cash. For this discussion:
Select one of these companies and review their latest Balance Sheet and Statement of Cash Flows.
Suggest at least two (2) advantages and two (2) disadvantages of companies accumulating cash hoards.
Provide a rationale for your suggestion.
.
Appcelerator Titanium was released in December 2008, and has been st.docxRAHUL126667
Appcelerator Titanium was released in December 2008, and has been steadily growing in functionality since its release. Starting with its Titanium Developer product, Appcelerator provides a single-point interface to run applications. Titanium Studio is a full-featured IDE which provides a single place to handle all steps of the development environment including a debugging solution. Titanium is not a magic bullet; however, it does include a solid framework for developing a single codebase to deploy to multiple platforms. In addition, it allows developers to use a language they are more familiar with to create apps in a domain outside of their knowledge.
What are some advantages to using Appcelerator Titanium?
Though Appcelerator is reasonably priced, why do some mobile app developers feel that the bugs don’t make it worth the effort?.
How is Appcelerator different from other mobile application developers?
- apa
- 2 pages
- zero plagiarism
.
APA Style300 words per topic2 peer reviewed resources per to.docxRAHUL126667
APA Style
300 words per topic
2 peer reviewed resources per topic
Topic 1: Communicating Research
What are some possible ways you can communicate your research findings?
Topic 2: Considering the Audience
What do you need to consider when communicating to different audiences?
.
Ape and Human Cognition What’s theDifferenceMichael To.docxRAHUL126667
Ape and Human Cognition: What’s the
Difference?
Michael Tomasello and Esther Herrmann
Max Planck Institute for Evolutionary Anthropology, Leipzig, Germany
Abstract
Humans share the vast majority of their cognitive skills with other great apes. In addition, however, humans have also evolved a
unique suite of cognitive skills and motivations—collectively referred to as shared intentionality—for living collaboratively,
learning socially, and exchanging information in cultural groups.
Keywords
apes, culture, cognition, evolution, cooperation
Surely one of the deepest and most important questions in all of
the psychological sciences is how human cognition is similar to
and different from that of other primates. The main datum is this:
Humans seemingly engage in all kinds of cognitive activities that
their nearest primate relatives do not, but at the same time there is
great variability among different cultural groups. All groups have
complex technologies but of very different types; all groups use
linguistic and other symbols but in quite different ways; all
groups have complex social institutions but very different ones.
What this suggests is that human cognition is in some way bound
up with human culture. Here we argue that this is indeed the case,
and we then try to explain this fact evolutionarily.
Similarities in Ape and Human Cognition
The five great ape species (orangutans, gorillas, chimpanzees,
bonobos, humans) share a common ancestor from about 15 mil-
lion years ago, with the last three sharing a common ancestor
from about 6 million years ago (see Fig. 1 for a picture of chim-
panzees). Since great apes are so closely related to one another
evolutionarily, it is natural that they share many perceptual,
behavioral, and cognitive skills.
Great ape cognitive worlds
Many different studies suggest that nonhuman great apes (here-
after great apes) understand the physical world in basically the
same way as humans. Like humans, apes live most basically in
a world of permanent objects (and categories and quantities of
objects) existing in a mentally represented space. Moreover,
they understand much about various kinds of events in the
world and how these events relate to one another causally (see
Tomasello & Call, 1997, for a review). Apes’ and other
primates’ cognitive skills for dealing with the physical world
almost certainly evolved in the context of foraging for food.
As compared with other mammals, primates may face special
challenges in locating their daily fare, since ripe fruits are pat-
chy resources that are irregularly distributed in space and time.
Other studies suggest that great apes understand their social
worlds in basically the same way as humans as well. Like
humans, apes live in a world of identifiable individuals with
whom they form various kinds of social relationships—for
example, in terms of dominance and ‘‘friendship’’—and they
recognize the third-party social relationships that.
Apply what you have learned about Health Promotion and Disease P.docxRAHUL126667
This document provides instructions for developing a holistic plan of care for a specific population using concepts of health promotion, disease prevention, and telehealth technologies. Students are asked to select a population based on gender, age, ethnicity, socioeconomic status, and healthcare needs. They then must develop a case study for a patient within that population, outlining a plan of care using telehealth, alternative therapies, and mobile apps to address the unique needs of and improve access to care for that group.
APA formatCite there peer-reviewed, scholarly references300 .docxRAHUL126667
APA format
Cite there peer-reviewed, scholarly references
300 - 350 words
Write a negative construct on the usefulness of decision making, leadership effectiveness, and employee morale challenges as they impact organizational change.
***Introduction and conclusion not needed***
.
APA formatCite 2 peer-reviewed reference175-265 word count.docxRAHUL126667
APA format
Cite 2 peer-reviewed reference
175-265 word count
Read
and
respond
to the following discussion posts. Be constructive and professional with your thoughts, feedback suggestions or question(s).
Respond to the following:
Crystal Irwin
12:13 PM
Hello Ms. Chimera & Class,
Everyone has different strengths and weaknesses when it comes to academics and the professional world. Thanks to my experience as a financial ops generalist, I have gained great communication skills. I am responsible for contacting vendors to address or fix any issues we may have with the service or product. I have also completed training on effective communication at my current job. This training was helpful being that I have to regularly speak with offenders family members as well. Another one of my strengths is that I am very reliable. My previous supervisor would always assign me extra duties when she had a deadline to meet because she knew that I would make sure it was done by the deadline. An academic weakness that I have is writing papers, I tend to procrastinate when it comes to having to write them. I have found that the writing center is very helpful. The university's library is helpful when having to do research. I have used the citation generator numerous times in the past to help with citations. If you have trouble with citations, this is a good resource or tool to use.
.
APA formatCite at least 1 referenceWrite a 175- to 265-w.docxRAHUL126667
APA format
Cite at least 1 reference
Write
a 175- to 265-word response to the following:
How does employee motivation impact organizational behavior? Provide details.
What do you believe has the biggest impact on employee motivation? Why?
.
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapitolTechU
Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
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ملزمة تشريح الجهاز الهيكلي (نظري 3)
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تتميز هذهِ الملزمة بعِدة مُميزات :
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2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
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How to Setup Default Value for a Field in Odoo 17Celine George
In Odoo, we can set a default value for a field during the creation of a record for a model. We have many methods in odoo for setting a default value to the field.
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxOH TEIK BIN
(A Free eBook comprising 3 Sets of Presentation of a selection of Puzzles, Brain Teasers and Thinking Problems to exercise both the mind and the Right and Left Brain. To help keep the mind and brain fit and healthy. Good for both the young and old alike.
Answers are given for all the puzzles and problems.)
With Metta,
Bro. Oh Teik Bin 🙏🤓🤔🥰
Business Case #8 Planning and implementing effective mobil.docx
1. Business Case #8
Planning and implementing effective mobile marketing
programs
Abstract Mobile marketing is an ever increasingly important
component of a firm’s overall
promotional strategy. The importance of this medium can be
seen through time spent on mobile
media, number of searches, and direct and indirect mobile-
generated sales. Despite its increased
importance, the effectiveness of mobile marketing needs to be
improved based on such metrics as
bounce rates, add-to-cart rates, shopping cart abandonment, and
average order size. Strategies to
increase the effectiveness of mobile marketing are discussed.
Firms need to capitalize on the three
major strategic advantages of mobile marketing: (1) the fact that
mobile marketing devices are
always on, always connected, and always with the consumer; (2)
the ability to generate location-
sensitive offers; and (3) the ability to send relevant
personalized messages and offers. Firms also
2. need to develop and implement an effective mobile marketing
strategy through a series of
activities. These include understanding and reacting to the
complexity of mobile marketing,
designing sites based on ease of use versus ‘bells and whistles,’
increasing opt -in rates, using
effective customer engagement strategies, and developing
effective mobile coupons. Criteria to
evaluate the effectiveness of mobile marketing are discussed.
The current state of mobile marketing
For a majority of consumers, mobile devices have surpassed
both desktop and laptop computers
as the principal gateway to the Internet (O’Kane, 2013). Mobile
phones and tablets now account
for about 44% of all personal computing time, twice the level of
2008 (Duncan, Hazan, & Roche,
2014). According to one source, just over one-half of all
searches on Google are now performed
on mobile sites (Graham, 2015). A recent Deloitte study found
that smartphone devices influenced
almost $600 billion of in-store purchases, up from $159 billion
in 2012 (Haims, 2015).
According to Shop.org/Forrester Research Inc.’s State of
Retailing Online study, 58 % of the
3. retailers surveyed placed mobile marketing as their highest
priority. The second -highest rated
priority was omnichannel efforts, such as buying online and
picking up in-store and ship-from-
store (Forrester, 2015). The rapid growth of mobile marketing,
as well as its impact on traditional
shopping behavior, contribute to its overall importance as a
promotional medium.
Despite the increased usage of mobile marketing by firms and
consumers, there is evidence of poor
planning, poor implementation, and the need for firms to adapt
to fast-changing dynamics. The
following sections document problem areas that mobile
marketers need to overcome.
A2013 study of 745 business leaders found that while 56% of
these leaders were using mobile
marketing in their firms, 43% stated that they have not
determined the correct mobile strategy
despite their seeing a value in mobile marketing (StrongMail,
2013). A major concern is the need
to improve the effectiveness of mobile marketing based on such
performance metrics as bounce
rates, add-to-cart rates, shopping cart abandonment, completion
rates, and average order value for
4. mobile devices versus laptops and desktops.
A website’s bounce rate represents the percent- age of visitors
who entered the site and then leave
(‘bounce’) rather than viewing other pages within the same site.
One study found that the bounce
rate is 50% higher for mobile devices as compared with
desktops. Add-to-cart rates (the percent
Business Case #8
of visitors adding a product to a site’s shopping cart) are 30%
lower than desktops as well.
Shopping cart abandonment (placing items in a shopping cart
but not completing the transaction)
is 10% higher on mobile devices than on desktops (Bakay,
2014).
Another study found that while desktop completion rates are
13.5%, the compl etion rates for
mobile devices is only 8.5% versus 13.4% for tablets (Bolton,
2015). Lastly, the average order
value is $116.48 for mobile users, versus $149.53 for tablets
and $180.91 for desktops (Bakay,
2014).
5. According to Mobiquity, a mobile solutions provider, many
consumers are not having a good
experience with mobile shopping apps. Indeed, 54% of
consumers stated that retailers only meet
expectations or inconsistently meet expectations, 42% of
consumers noted slow mobile download
times, 37% stated they had inconsistent experiences with mobile
marketing retail sites, and 26%
found a lack of accessible information relating to their mobile
marketing experiences (Berr, 2014).
This article is divided into two sections. The first section
describes how firms can capitalize on the
major strategic advantages of mobile marketing as compared to
other forms of marketing; the
second discusses how a firm can develop an effective mobile
marketing strategy.
Capitalizing on the strategic advantages of mobile marketing
A good mobile marketing campaign needs to capitalize on the
advantages of mobile marketing.
These advantages include (1) mobile marketing devices always
being on, always connected, and
always with the consumer; (2) mobile marketing’s ability to
generate location-sensitive offers; and
(3) the ability to offer mobile marketing messages that are
6. highly personalized. See Table 1 for an
expansion of these topics.
Business Case #8
Business Case #8
Mobile marketing devices are always on, always connected, and
always with the consumer
Unlike laptops and desktop computers, mobile devices are
always on, always connected, and
typically always with the customer. This characteristic enables
retailers and consumers to
constantly enter each other’s environment (Kaplan, 2012). The
always-with-the-consumer
characteristic is so important that smartphone and tablet users
often experience heightened stress
when separated from their devices (Lindstrom, 2011).
Unlike traditional print, radio, and television advertising, there
is an immediacy associated with
7. mobile marketing. Immediacy has two effects: (1) the speed
from planning a promotion to its
receipt by consumers, and (2) the ability to immediately cancel
an offer (based on a very high
response rate, or limited remaining inventory). This second
form of immediacy enables marketers
to create mobile marketing offers that are valid for a very
limited time period.
Immediacy enables a firm to use short-term price reductions to
reduce inventory levels, to study a
product’s short-run price elasticity, and to test the effectiveness
of different marketing campaigns.
Immediacy also enables a marketer to develop specialized
marketing campaigns based on time of
day, day of week, weather conditions, and natural disasters, or
to quickly match a competitor’s
lower price offering. Through immediacy, marketers can attract
past loyal shoppers when they are
close to a store or extend offers based on slow times. Firms
such as 1 -800 Flowers.com are able to
send their messages at the time preferred by each customer.
Mobile marketing’s ability to generate location-sensitive offers
Immediacy works especially well with location-sensitive offers.
As an example, marketers can
8. contact consumers when they are within 5 miles of a branch
location or when they are in a specific
aisle of a store. Technologies like GPS, GSM (Global System
for Mobile Communications),
Bluetooth, and RFID enable marketers to identify the exact
location of a specific mobile device at
any point in time. Whereas geofencing technology works
outside of a store, iBea-cons enable
marketers to target specific locations within a store. As a result
of geofencing and iBeacons,
retailers can use a simple Moball CMS (Content Management
System) to drop pins on a map to
generate a hot zone. These technologies enable retailers to send
a mobile-based message to an app
user as he/she enters the hot zone. Retailers can also set up a
geo-fence around competitors’
locations. GameStop Corp. uses between 7 and 14 beacons
across different zones of a store–—
depending on a store’s size–—to send promotions to a
customer’s mobile phone as he/she passes
by each zone. The retailer further divides each zone on the basis
of product categories, such as the
Xbox system. Beacons enable consumers to gather information
on specific items through their
9. mobile device. Consumers can also receive promotions and
trailers by downloading the GameStop
Technology Institute’s iOS app (Nerthiaume, 2015).
Location technology works best when coupled with immediacy
and data on a consumer’s past
purchases. Neiman Marcus is testing the use of geo-fencing to
identify VIP customers as they enter
its stores. The upscale retailer plans to use this information to
provide better customer service on
the basis of reviewing the VIP customer’s purchase history
(Brousell, 2013). It is also testing the
sending of messages on trunk shows and special promotions via
iBeacons to customers close to a
store who have downloaded Apple’s Passbook app.
Business Case #8
Through combining information of consumer preferences on its
mobile app, the use of geofencing,
and immediacy, Pizza Hut targets customers located within one-
half mile of any of its 340
locations. Pizza Hut found that the use of this mobile-based
strategy was 2.6 times as effective as
10. an online display ad (Boitnott, 2015).
Mobile marketing’s ability to send relevant personalized
messages and offers
Since smartphones and tablets are generally not shared with
others in the same family or
household, marketers can tailor messages to each consumer
based on his or her purchase history,
social media usage, demographic data, and usage behavior
provided from the firm’s customer
loyalty program. Personalization can be further enhanced by
integrating such Google filters as
contacts, interests, and search queries.
Nielsen has developed a predictive model that specifies the
relevant promotions for specific
customers based on data from the retailer’s loyalty program, as
well as Nielsen Consumer Panel
data (Cameron, Gregory, & Battaglia, 2012). The value of
personalized information is very high.
In an experiment conducted by Nielsen, a sample was broken
into two groups: 10,000 app users
who downloaded their loyalty card data in the mobile app versus
a control group of 10,000
customers of the same retailer that did not register for the
mobile app. In comparison to t he control
11. group, the test group experienced a 13% increase in coupon
redemptions, a 37% increase in
redemptions for product groups that were new to the household,
and a 23% increase in redemptions
for brands that were new to the household (Cameron et al.,
2012). A major pitfall to personalization
is the creep factor. This occurs when consumers perceive that
advertisers have spied on their online
purchases, site visits, and other non-public actions.
Developing and implementing an effective mobile marketing
strategy
Two important academic studies discuss critical success factors
for mobile marketing. A study
presented by Huang (2012) used a panel of mobile marketing
experts and found that of 23 possible
factors, the four most important were permission, acceptance,
usability, and value/profit.
Permission is an underlying condition of an opt-in campaign,
acceptance relates to consumer
benefits, usability represents ease of use, and value/profit
measures the value to consumers.
The second study is based on literature review of success
factors for mobile marketing. Billore and
12. Sadh (2015) found that the biggest challenge for advertisers is
to get mobile advertising accepted
by their target customers. Among the factors found to be related
to mobile advertising’s acceptance
are value, entertainment, informativeness, credibility, and
interactivity.
Table 2 contains a listing of mobile marketing best practices.
Some of these practices involve a
firm’s being aware of the complexities of mobile marketing in
planning and implementing a mobile
marketing program (e.g., different devices, operating systems,
screen sizes). In contrast, others
involve the need for continual testing and measuring
performance (e.g., Google’s mobile-friendly
test, evaluating appeals, and measuring factors influencing opt-
in rates). Firms can use this table
as a checklist to ascertain their readiness to adopt a mobile
marketing strategy, areas of mobile
strategy strength and weakness, and the need to outsource
mobile marketing planning and
implementation.
Business Case #8
13. While large firms with specialized staffs may have the
capabilities to effectively plan and
implement mobile strategies, smaller firms may opt to hire
mobile marketing media specialists.
Williams-Sonoma has 11 data scientists that constantly use data
mining techniques to develop
highly personalized message appeals (Lamy, 2014). Smaller
firms or firms undertaking mobile
marketing for the first time can outsource part or all of this
function. ShopAdvisor uses data
analytics to describe a customer’s preferences and then sends
discount offers and product reviews
Business Case #8
while shoppers are in the appropriate aisle of a store (Rifkin,
2015). Other firms such as Nanigans
and Kahuna provide mobile advertising software that enable
firms to better manage their mobile
marketing programs in-house.
The following sections describe strategies to improve the
performance of mobile marketing:
understanding and reacting to the complexity of mobile
marketing, increasing a site’s ease of use,
14. increasing a site’s opt-in rate, retaining customers through
using customer engaging strategies, and
utilizing mobile marketing coupons.
Understanding and reacting to the complexity of mobile
marketing
Mobile marketing’s poor performance can be due to a variety of
issues. These include the need to
design mobile marketing to reflect multiple mobile operating
systems (Apple, Android, Windows
Phone, Blackberry), devices (smartphones and tablets), and
multiple browsers. One common error
is the use of the same landing page and screens in mobile
marketing as in laptops and desktops.
While this may be cost effective and results in a uniform look
across media, it does not take into
account the fact that mobile phones come in various sizes and
shapes, the difficulty in navigating
within a site due to the absence of a mouse, and the limited
bandwidth and memory of mobile
devices as compared with traditional computers.
Mobile marketers need to understand that a smart-phone’s small
screen requires considerable
scrolling to read long messages or to view long text-based
15. messages. Typing is also often difficult
due to the small keyboard on smart phones. As a consequence of
these factors, a marketer needs
to test its mobile ads on each operating system and on multiple
smart -phones, and needs to limit
the amount of typing by consumers. Contact phone numbers
listed on a mobile ad should be in the
form of a clickable link.
These factors add complexity to the planning and implementing
of a mobile website and contribute
to its overall costs. One expert estimates that mobile websites
cost, on average, 25% more than a
desktop-only site (Sanders, 2015).
Ease of use beats out ‘bells and whistles’
Research by McKinsey suggests that few mobile shoppers
actively seek out such ‘bells and
whistles’ features as video, expert opinions, or magazine-style
articles. Instead, they prefer sites
that are clean, are optimized for mobile applications, feature
easy-to-read pages, load quickly, and
have easy-to-use shopping carts and smooth checkouts (Ericson,
Herring, & Ungerman, 2014). A
McKinsey survey of UK shoppers found that survey respondents
16. reported load speed is 60% more
important to users than a site’s having videos (Ericson et al.,
2014).
The ‘ease of use’ concept is confirmed by a 2013 Mobile
Consumer Insights study that found that
while 86% of smartphone and tablet owners have attempted to
make a purchase on their device,
66% did not complete their transaction due to obstacles
encountered during checkout. Among
those adults who were unable to complete an attempted
purchase on their smartphone o r tablet
(Jumio, 2013):
Business Case #8
uncomfortable entering their credit card
information;
device; and
not go through.
Google has created an analysis tool that firms can utilize to
determine whether their website is
17. mobile-friendly. The Google tool generates a list of faults if the
site does not meet its criteria.
Internet marketing firm Portent tested 25,000 EWeb pages that
were ranked as top sites by two
websites: Majestic Million and Alaxa. Portent found that 10,000
of these sites failed Google’s
mobile-readiness test (Sanders, 2015).
The importance of ease of use necessitates that mobile
marketer’s speed-test the time to pull up a
site’s opening screen, to search within a website, to add an item
to the shopping cart, and to check
out. In addition to customer frustration issues, slow or
inconsistent download or checkout speeds
can worsen during peak selling periods. Amazon’s vice
president of mobile shopping is so focused
on ease of use that he repeatedly tests Amazon’s mobile site to
ensure that customers can go from
wanting to buying in 30 seconds (Metz, 2013). Ease of use can
also be increased by a consumer’s
search suggestions loading more quickly. For example, a
customer typing ‘gil’ on Amazon’s site
will quickly see ‘Gillette’ as an option.
Strategies to increase opt-in rates
18. Two factors are critical to the success of a permission-based
marketing program: a consumer’s
opt-in rate and opt-out timing. In many countries, a marketer
needs to receive prior permission
from a customer before a mobile message can be sent. For
marketing to be successful under
permission-based marketing, marketers need to understand two
interrelated factors: (1) the
reluctance among consumers to grant permission and (2) what it
takes for consumers to willingly
grant permission.
Often, marketers provide incentives to increase the opt-in rate.
These include payments, coupons,
special offers, and access to a mobile app. A statement of the
firm’s privacy policy is useful, too.
Opt-in rates can also be increased through in-store and website
placement of such information, as
well as store-based salesperson promotion of customers opting
in.
Research findings concerning consumers’ reluctance to receive
unsolicited mobile advertising are
very similar across studies. One group of researchers found that
respondents agree that their mobile
19. handsets were primarily for personal use and that mobile
contact from companies was viewed as
annoying, an invasion of privacy, and intrusive. Respondents
were also highly suspicious of how
firms handle their personal information and worry about
trusting a company with their personal
data in the event the data is passed onto third parties (Watson,
McCarthy, & Rowley, 2013).
A 2015 Oracle study showed that while 56% of consumers
understand that giving retailers access
to personal information can improve their shopping experience,
55% of consumers have
reservations or disagree with retailers having access to such
information. Only 23% stated that
they have no issues with downloading an app that enables
retailers to track their movements in -
store and online (Oracle, 2015).
Business Case #8
A second study of consumers in three European countries–—
Germany, Finland, and the UK–—
found that institutional trust is by far the greatest factor in a
consumer’s giving permission for
20. mobile marketing. Institutional trust is developed by continuous
advertising and a general presence
in major media. This increases consumers’ familiarity with
accompany and its products and
communicates a company’s stability (Jayawardhena, Kuckertz,
Kautonen, & Karjaluoto, 2009).
Mobile marketers need to be careful not to abuse trust through
constant offers (Kaplan, 2012).
Over-marketing can make consumers withdraw at a faster pace
(Kumar, Zhang, & Luo, 2014).
Elephant Bar, a restaurant chain, has 100,000 loyalty club
members, some 40% of which have
downloaded a mobile app that enables the firm to use location
tracking. In order to avoid having
its members bombarded with constant offers and messages,
Elephant Bar has developed specific
standards that limit messages to when a customer is within two
miles of a store and the restaurant
is open. In addition, offers–—such as a free drink or appetizer–
—can only be made to customers
that have earned loyalty rewards. Lastly, message frequency is
limited to no more than one
message in a four-day period (Wagner, 2015). Likewise, Neiman
Marcus limits in-store messages
21. based on beacons to typically one message per shopping trip
(Berthene, 2015).
Using effective customer engaging strategies
Firms need to focus on delivering marketing messages that are
relevant to these subscribers. Since
apps are viewed for their functionality and are not perceived as
advertising, marketers need to
create apps that add value to consumers’ lives (Gipta, 2013).
According to Jim Snow, U.S.
President of Moball franchise partnerships: ‘‘There are apps
that really do nothing of great
substance other than help a firm feel they are moving with the
times. They are not. A one-
dimensional app will quickly qualify as a useless gimmick’’ (PR
Newswire, 2014). Apps should
be interactive with the user, bringing both parties mutual
benefits. Useful mobile marketing data
includes location and time-sensitive special offers, a route to
the closest store, information on the
aisle and location of a desired item in a store, previous
shopping lists, as well as loyalty program -
related information.
Starbucks has developed an effective mobile marketing strategy
that integrates such useful features
22. as mobile ordering, mobile payments, and loyalty program data.
Starbucks has also recently
enabled its customers to place orders through their mobile
phone to reduce wait times at its store
counters. As of January 2015, Starbucks’ customers can also
pay for their purchases using
smartphones. Mobile payments now account for 16% of all of
Starbucks’ transactions. Lastly,
Starbucks has integrated its mobile marketing program with its
My Starbucks Rewards loyalty
program, which allows members to earn special discounts and
free goods. This loyalty program
added close to 900,000 members in December 2014 alone,
bringing its total membership to over
9million people (Halzack, 2015).
Home Depot’s consumer-directed mobile site enables a
customer to determine if an item is in
stock, directs the customer to the appropriate store aisle, and
contains product reviews. In addition,
the Home Depot app offers local coupons, measurement tools,
and even store -based workshop
schedules. Home Depot has a separate app for professionals that
manages their shopping list for
23. specific projects, contains past purchase data, enables fast
reordering of frequently purchased
goods, and allows contractors to order via smartphone then pick
up goods in-store.
Business Case #8
Another effective app is the IKEA catalog. This app enables
consumers to virtually place different
IKEA products in their room. Through this interactive platform,
consumers can determine a
product’s suitability in terms of size, integration with other
IKEA products, and their existing
furniture. This app received 6.2 million installs. In addition, the
average user spends eight minutes
with this app versus only three minutes with IKEA’s catalog
(Allen, 2015).
Developing effective mobile coupons
In terms of incentives for opting-in to a website, McKinsey
found that 35% of online buyers were
willing to share personal information in return for targeted
offers, like promotional coupons. These
consumers tend to be the wealthiest group of online shoppers
(Constantinides, Gregg, & Salsberg,
24. 2013). Mobile coupons are often used with location data such
that the coupons become available
when the consumer approaches the store or is within the
relevant aisle of a store. Marketers can
also utilize location-based mobile coupons such as GeoQpons
(www.geoqpons.com) and Yowza
(www.yowza. com). With these apps, after the consumer
downloads and installs a mobile
application from the service provider, the application shows all
of the available coupons and deals
from close-by retailers. Unlike traditional paper-based coupons,
mobile coupons can be stored in
a smartphone’s memory and do not need to be clipped, carried,
organized, searched for, and stored
for future use.
While the bounce rate for smartphone devices is high and the
completion rate and average sales
rates are low when compared with tablets and laptops, a bright
spot for smartphones is mobile
coupon redemption. One report found that while the widely
quoted rate for coupons from
freestanding inserts is 0.5% to 2%, the rate is about 2.7% for e-
mail coupons delivered via desktop
computers. This contrasts with an 8%—16% rate for coupons
25. delivered via smartphone (Brown,
2012). eMarketer forecasts that as of 2015, smartphone coupon
users will surpass tablet coupon
users in percent of mobile coupon users (eMarketer, 2014).
A good mobile coupon should have the following
characteristics: it should give offers to customers
close to a store, it should be easy to redeem (it should not have
to be printed to be redeemed), the
price reduction should be significant for the customer to act, it
should link to specific customers
(such as lapsed customers), and it should help build a customer
database via consumer opt -in. Bed
Bath & Beyond has launched a mobile coupon initiative which
enables its customers to scan and
upload physical coupons. These can be redeemed in its stores by
displaying the coupon on the
customer’s smartphone.
Measuring the success of mobile marketing efforts
While the Web is one of the most measurable mediums, a Forr
ester study found that 73% of the
firms studied lack mobile objectives and 47% lack mobile-
oriented key performance indicators
(Cameron, 2014). One popular metric used to assess the
26. effectiveness of mobile advertising is
click-through rate: the percentage of people who view an ad
(impressions) and then proceed to
click the ad with a finger, mouse, or stylus. It is a broad
indicator of the overall exposure of a
website or online ad. A common problem associated with this
measure is that users may be less
likely to click on an ad once they become familiar with the site
over time.
Business Case #8
In addition to the number of page views and clicks, marketers
need to know who is being reached,
and how much they spend. Other important metrics are the opt-
in rate, the opt-in time interval, the
bounce rate, the shopping cart abandonment rate, the acquisition
cost per mobile customer, the
average sale or profit per user, and the number of coupon
redemptions. Some of these criteria –—
including acquisition costs per mobile customer, average sales,
and average profit–—relate to how
well the mobile advertisements are planned and promoted. Other
criteria look more at how well a
27. mobile marketing site can counter potential pitfalls such as high
bounce rates and shopping cart
abandonment rates. All performance metrics should be
benchmarked against a firm’s previous-
year performance numbers, current annual goals, or even the
best-in-class in a related business.
Conclusion
While mobile marketing is an increasingly important
promotional vehicle with some significant
advantages over traditional media, many marketers have failed
to use mobile marketing
effectively. This poor performance is evidenced by high bounce
rates, low completion rates, and
poor average sales in comparison to laptop- and desktop-based
promotions.
A report from Forrester states that these problems may be due to
strategy, governance, and
implementation issues. The study found that many marketers are
uncertain how to organize mobile
marketing efforts. Among the challenges are interconnecting
mobile initiatives when firms have
multiple brands (Cameron, 2014).
Developing an effective mobile marketing program is much
more challenging than developing a
28. traditional program aimed at laptop and desktop users. The
mobile program needs to be planned ,
implemented, and tested for multiple devices (smartphones,
tablets, laptops, and desktops) and
different operating systems, and should adjust for the
limitations of mobile devices in terms of
screen and traditional keyboard size. In addition, the
immediacy, location, and personalization
attributes of mobile devices increase the need to develop a
portfolio of messages to reflect such
attributes as weather conditions (immediacy), distance to a store
(location), and a consumer’s
preferences and past purchase behavior (personalization). In
addition, manufacturers and
wholesalers need retailer cooperation to install and upgrade
messages using store-based iBeacons.
A firm seeking to implement or upgrade its mobile marketing
program needs to critically review
its existing digital marketing efforts in terms of staff
competency and whether it possesses the
budget necessary to introduce or upgrade its location
technology and its customer information
system. As part of this process, a firm needs to consider
outsourcing part of these responsibilities.
29. Lastly, since mobile marketing involves multiple departments
such as advertising, marketing
research, information technology, and channel relations, firms
need to determine whether its
current organization is most appropriate.
Business Case #8
Questionnaire
Q1.
Due to the exponential growth of mobile devices and their
internet use, marketers are now having
to alter strategies to get the message to consumers in such a
manner that allies with the use of
mobiles and tablets. Is there a possibility that this may have a
diverse effect on the targeted
consumers, intrusion in some cases?
Q2. (True/False)
Mobile marketing as the name suggests is to be mobile. The
30. biggest fall that users have is the data
used to view any particular shopping site. An app developed
especially for an online retailer has
to have content yet simple enough for rapid download.
Q3.
One advantage for the mobile and tablet user is the availability
of stores and possible deals based
on the consumers location at any one time. Should marketers
put more emphasis on developing
these areas in order to boost sales?
Q4.
People tend to differentiate between devices and their usage.
Although a pc, laptop, tablet or
mobile can do virtually the same things when it comes to the
internet, consumers see the laptop or
pc as a home or office based device whereas the mobile or
tablet as more recreational. Can some
marketers deter some consumers by targeting these devices with
their campaigns?
Q5. (True/False)
Some marketers seem to have a misguided approach to mobile
marketing, mobiles and tablets are
31. generally and in the main have smaller screens than their larger
laptop cousins. Marketers and
developers need to be mindful regarding the content provided to
mobile users.
Q6.
One of the main hurdles that developers have is the inherent
suspicion consumers have about
entering credit card details to an untried site, it has been shown
that consumers may well terminate
purchases without processing payment. How can these fears be
allayed in favor of the consumer?
Q7. (True/False)
Complacency is never a good place to be and online users are at
times very complacent. With
regular use of sites consumers have tendency not to notice ads
that appear regularly, therefore
marketers may have to substantially alter the content in order to
achieve the desired attention.
Business Case #8
Q8.
Another problem that can sometimes occur for mobile users is
the details that are required for
32. online purchases to be made and the amount of entries needed.
Text messages are generally short
to the point and don't require navigation whereas retail sites do.
There could be a cleaner and more
concise way to achieve this. What is the way?
Q9.
The report states that some firms are lacking in their perception
of the promise that mobile
interactions can achieve growth, especially given the amount of
time we spend with mobiles and
tablets. This could be addressed easily with a change of
outlook. How this can be handled?
Q10. (True/False)
Some developers and marketers use incentives to increase sales,
these could be enhanced by
targeting personal shoppers with discounts on previously
purchased products.