The Mobile Marketing Conundrum

Kevin M. Ryan and Rob Spider Graham

Chapter Chapter 10 in Taking Down Goliath, 2014, pp 171-185 from Palgrave Macmillan

Abstract: Abstract Mobile channels are exploding and creating huge opportunities for marketers. Unfortunately, many of those opportunities are hiding. The simple reality is that the rapid development of mobile devices is changing the entire playing field of human communication. From the freedom of being untethered from largely stationary computers to the ability to have easy access to information virtually anywhere and near instantaneous communication with nearly anybody—all this is not a minor shift. Unlike traditional media and even the early Internet, mobile isn’t about how people consume media but about how they interact with one another and with marketers.

Keywords: Mobile Device; Mobile User; Mobile Environment; Brand Awareness; Real Estate Agent (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44421-9_11

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DOI: 10.1057/9781137444219_11

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