The role of mobile technologies in digital marketing and sales
Date
2022
Authors
Stocchi, L.
Editors
Hanlon, A.
Tuten, T.L.
Tuten, T.L.
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Book chapter
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Source details - Title: The SAGE Handbook of Digital Marketing, 2022 / Hanlon, A., Tuten, T.L. (ed./s), Ch.15, pp.1-29
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Abstract
This chapter discusses the opportunities and challenges resulting from mobile technologies, contrasting the consumer and the marketer points of view. The juxtaposition of these two perspectives is needed to clarify how to create and co-create value. Subsequently, a discussion of the peculiarities of mobile technologies is presented, followed by an exploration of mobile apps (i.e., software downloadable to a portable device like a smartphone or tablet, Bellman et al., 2011; Stocchi et al., 2017). Out of the wide array of digital marketing media and tools, apps are the quintessential mobile technology and represent the fastest-growing branch of all things digital, as a source of innovative marketing strategies and sales. The discussion of apps leads into a series of reflections on monetisation and, more broadly, how to generate revenues from mobile technologies. Finally, the chapter concentrates on mobile analytics.
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Copyright 2022 The author(s).