Mobile Marketing Strategy, organizations
The prime driver of the widespread adoption of digital marketing platforms in the corporate sector arises from the global trend where more consumers are adopting the digital channels. The trend reveals a consumer shift where more prefer communicating and purchasing through digital channels. This brews from the demand for instant services, timely information and immediate purchases evident in the information era. The acceleration of this trend emerges as more consumers embrace the social network and internet connection made easily available by fast mobile penetration.
This leaves most organizations striving with attempts to reinforce their online presence and annual expenditures to tap into external marketing platforms including web design, social media, content creation and mobile marketing. Although most companies through their marketing departments avoid reallocating their traditional marketing budgets to the digital marketing, the simplicity of integrating the mobile marketing platform poses sizeable growth opportunities for Constant Contact.
[...] Offering mobile-enabled sites is essential to ensure it blends seamlessly with the overall online marketing strategy. Nevertheless, regular checks on mobile readiness should assess whether the designs of the current online marketing sites are in formats capable of displaying on various mobile devices. This would involve initiating mobile readiness surveys through tools as mobiReady and W3C mobileOK Checker. The former will evaluate the mobile-readiness against the industry best standards while the latter tests the level of web page friendliness to mobile devices (Griggs, Bridges, & Rempel, 2009). [...]
[...] This form may hinder the attainment of consistent implementation of marketing campaigns. Similarly, this translates difficult measurement of unique visitors, insufficient tracking and assessment of the frequency that the advertisement serves the viewer content (Wiener, Brown, Chung, Elkin, & Khan, 2011). Expectations The dramatic rise in demand for connectivity amongst mobile users pressure mobile manufacturers to keep pace by providing simple to use devices with high-end performance. The never-ending demand cycle of data-hungry phones, multitasking systems and super-quick loading times compel manufacturers to install new features to improve performance. [...]
[...] MOBILE MARKETING STRATEGY 7 Integrating Mobile Marketing You will attest that global usage and mobile connectivity is within its acceleratory peak. For instance, during stops at traffic lights or walking down the streets, there are some individuals scrolling at their mobile devices. The mobile penetration trend yields some brutal fact that organization not utilizing the mobile devices as an element of their integrated marketing, risk lagging behind the marketing curve. It comes as no surprise that the segment of the population using mobile devices to access email and websites is increasing. [...]
[...] Retrieved May from http://www.fool.com/investing/general/2014/05/02/why-constant-contactinc-shares-climbed-higher-tod.aspx Wiener, B., Brown, V., Chung, E., Elkin, N., & Khan, M. A. (2011). Mobile Marketing Playbook. 360i. [...]
[...] Articulating mobile marketing for Constant Contact presents an opportunity for it to design experiments and optimize its marketing strategies to serve their customers in a manner that rival companies would never attain. Challenges such as fragmented handsets and differing operating system in the market should not hinder the organization from incorporating the mobile marketing strategy. Given the opportunities identified with the mobile devices, an integrated mobile campaign of Constant contact should remain a vital element of its consideration set. MOBILE MARKETING STRATEGY 17 Bibliography Alexander, G. (2012, May 21). Selecting a Mobile Implementation Strategy. Retrieved May from martinfowler.com/articles/mobileImplStrategy.html Chadwick, J., Snyder, T., & Panda, H. (2012). Programming ASP.NET MVC 4. [...]
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