國立虎尾科技大學 |

Effective Marketing Strategies to Reach Mobile Users.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Effective Marketing Strategies to Reach Mobile Users./
作者:	Roy, Melissa.
面頁冊數:	1 online resource (189 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.
Contained By:	Dissertation Abstracts International79-02A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780355324129

Effective Marketing Strategies to Reach Mobile Users.
Roy, Melissa.

Effective Marketing Strategies to Reach Mobile Users. - 1 online resource (189 pages)

Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.

Thesis (D.B.A.)

Includes bibliographical references

Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a review of the marketing plan documents were thematically analyzed and methodically triangulated. There were 11 themes that emerged from the interviews and marketing plan document review. The results indicated that mobile marketing managers could focus their efforts on 3 of the 11 themes to reach mobile users. The 3 primary themes included getting close to their customers to learn about customers' preferences, gathering and using big data in an intelligent way, and tailoring experiences by sending messages and offers at times when users are most likely to transact. Results from this study may foster positive social change by increasing profits within the organization as a result of more effective mobile device marketing strategies. The profits retailers generate through effective mobile device marketing strategies could allow them to provide additional community support through charitable donations and provide additional support through the creation of new positions within the community.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355324129Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Effective Marketing Strategies to Reach Mobile Users.
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504 $a Includes bibliographical references
520 $a Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a review of the marketing plan documents were thematically analyzed and methodically triangulated. There were 11 themes that emerged from the interviews and marketing plan document review. The results indicated that mobile marketing managers could focus their efforts on 3 of the 11 themes to reach mobile users. The 3 primary themes included getting close to their customers to learn about customers' preferences, gathering and using big data in an intelligent way, and tailoring experiences by sending messages and offers at times when users are most likely to transact. Results from this study may foster positive social change by increasing profits within the organization as a result of more effective mobile device marketing strategies. The profits retailers generate through effective mobile device marketing strategies could allow them to provide additional community support through charitable donations and provide additional support through the creation of new positions within the community.
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