Richard Swain, WPP Atticus Awards, Highly Commended, 2012
This article suggests ways of using branded smartphone apps to connect with consumers. These include determining how the app can contribute to the brand's overall strategy, what the purpose of the app is and how to be certain the app is a believable extension of the brand.
Research on WARC, Millward Brown, December 2012
Smartphone and tablet ownership, and time spent on mobile devices, are rocketing around the world. This report from Millward Brown reviews how individuals use and relate to smartphones and tablets, which are becoming increasingly central to our lives.
Ginger Rosenkrans and Keli Myers, International Journal of Mobile Marketing, Vol. 7, No. 3, Winter 2012
This field experiment research study explores the effectiveness of the Technology Acceptance Model (TAM) and the uses and gratifications theory by comparing mobile banner ads to non-mobile banner ads on a local newspaper's website.
Monica Desai, Michael Drobac, Melodi Gates and Greg Louer, International Journal of Mobile Marketing, Vol. 7, No. 3, Winter 2012
This article analyzes the Federal Trade Commission's recent Privacy Report and the White House's proposed Consumer Privacy Bill of Rights in the context of current, related policymaking trends that are likely to impact the mobile industry in 2013, including calls for more industry self-regulation.
Jong-Hyuok Jung, Rachel Somerstein and Eun Seon Kwon, International Journal of Mobile Marketing, Vol. 7, No. 3, Winter 2012
This study explores consumers' motivations to use QR codes on advertising. Based on previous literature about consumer media use, technology and innovation adoption, and advertising effectiveness, predictors of consumer intention to use QR code advertising were tested via an online survey of 160 U.S.
Geoffrey Precourt, Event Reports, ANA Mobile Marketing, November 2012
This report from the ANA Mobile Marketing Conference looks at three particular developments in mobile: the digital wallet; the use of mobile as a shopping tool; and using location data to improve services for shoppers.
Jonathan Carson, Nielsen, Mobile Marketing Association, November 2012
In this presentation to the Mobile Marketing Association forum in Latin America, Jonathan Carson from Nielsen offered statistics on mobile device ownership around the world, the uses of smartphones and more detailed usage data from the US.
Raymond Yiwen Huang, International Journal of Mobile Marketing, Vol. 7, No. 2, Summer 2012
This paper explores and examines success factors of mobile marketing (m-marketing) using Delone and McLean's information system (IS) success model as a framework and the three major components of m-marketing: m- marketing development, m-marketing use and deployment, and m-marketing impacts.
Rebecca Wells, Catherine E. Kleshinski and Terence Lau, International Journal of Mobile Marketing, Vol. 7, No. 2, Summer 2012
The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel.