The race for relevance Total Retail 2016: United States

Changes in customer behavior are among the foremost concerns cited by the majority of retail and consumer
CEOs in PwC’s 18th Annual Global CEO Survey.

They are racing to stay relevant in a world where mercurial
shoppers are easily bored and yesterday’s new invention is already obsolete today; a world where smartphones
achieved the same level of market penetration in two years as television did in 13—with far-reaching
implications for consumers and retailers alike. 

Mobile Advertising Effectiveness on Gen Y's Attitude and Purchase Intentions

Advertising has evolved with each trending media platform in India. Digital era is catching up in India too and mobile advertising is not left behind. Research pegs mobile advertising at about Rs.430 crore in India by the end of 2014. The mobile revolution in India is championed by Gen Y. Hence this paper tries to study the factors which influence the attitude towards mobile ads, attitude towards brands advertising on mobile platforms and purchase intentions for these brands amongst Gen Y in a permission based and non-permission based environment.

Mobile Marketing Applications of Travel Agencies

 In recent years, the use of mobile devices in the marketing world is increasing parallel with technological advances. The main problem of this research is to determine agencies' use of what type of mobile tools for what type of purposes in the marketing process. The aim of this research is to identify Mobile Marketing (MM) applications used by group A travel agencies, and to describe the attitudes towards MM applications of agencies. According to related law, it is only group A agencies give all agency services. Therefore, it is thought that MM is more widely used by those agencies.

Planning and implementing effective mobile marketing programs

Mobile marketing is an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile-generated sales. Despite its increased importance, the effectiveness of mobile marketing needs to be improved based on such metrics as bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to increase the effectiveness of mobile marketing are discussed.

Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues

 The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stages. However, not much is known about mobile shopper marketing.

Gamification and Mobile Marketing Effectiveness

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings.

Factors Influencing Customers Buying Behavior in Mobile Marketing

Mobile marketing has gained immense popularity in the contemporary business world because of its convenience in sending promotional messages to individual customers. Marketing activities conducted via mobile devices enable advertisers to directly communicate with potential customers in a fast speed and regardless the geographical location. Mobile advertising has been recently referred as one of the best means to cut through the clutter and interact directly with the consumer.

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