If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.
Richard Bordenave, ESOMAR, Congress, 2017
This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.
Damien Renard and Denis Darpy, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 173-181
To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.
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.
Prashant Amin, Bijal Zaveri Amin and R.P. Patel, International Journal of Mobile Marketing, Vol. 6, No.2, Winter 2011, pp. 5-16
This research provides support for ease of use when it comes to adopting new technologies. That is, consumers’ motivation to use enjoyable and pleasant services like SMS can guide their perception of ease of use and usefulness.
Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang, International Journal of Mobile Marketing, Vol. 6, No.1, Summer 2011, pp. 94-108
The mobile phone has recently emerged as a popular channel for brand communications. However, there are some concerns about its limitations when compared to other media, such as privacy concerns and rich media paucity.
Jan Ahrens and James R. Coyle, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 12-26
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications.
This paper provides an overview of the social media industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.