Identifying Opportunities to Improve the Marketing Message for Mobile Devices

2257 Words9 Pages
Title: Identifying Opportunities to Improve the Marketing Message for Mobile Devices Abstract: Just 30 years ago, most consumers relied on traditional print media, television and radio for their marketing information. The Internet changed the landscape of marketing by providing a new platform for interaction with consumers and a majority of consumers began to rely on desktop and notebook computers for the marketing information to make their purchase decisions. More recently, though, so-called smartphones and iPads have outpaced desktop and notebook computers as the interface of choice and current signs indicate these mobile devices will remain the marketing medium of choice for tens of millions of consumers the foreseeable future. These trends have been fueled by the development of a national wireless infrastructure that now provides a near-ubiquitous computing environment and it is only a matter of time before pervasive computing becomes a reality. In the interim, consumers are increasingly turning to social media networks and relying on the wisdom of crowds to formulate their purchase decisions. For instance, Bojei and Hoo (2012) report that, "An intention to buy a brand is based on a consumer's attitude towards buying the brand as well as the influence of social norms about what other people expect" (p. 33). Increasingly, consumers are turning to smartphone applications for these purposes (Bojei & Hoo, 2012). Therefore, determining how consumers are using these mobile
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