Chapter 16 Mobile Marketing and Related developments

Chapter 16: Mobile Marketing and Related Developments

This chapter covers the following objectives:

* Identify important concepts that apply to the adoption and diffusion of technological innovations and the accelerating speed of their adoption

* Describe the environment described as pervasive computing and explain changes it could make in the way we live and work

* Discuss the current status of mobile adoption in one or more countries around the world and explain why penetration rates and user behaviors differ between countries

* Identify the strategic drivers of mobile technology and why they contribute to the adoption of mobile

* Discuss the channels of mobile marketing with special emphasis on the ones that are unique to mobile

* List the steps in developing a mobile marketing campaign

*Discuss the role smartphones and mobile apps are playing in the world of mobile marketing