Social Media/ Internet/ Mobile/ Direct Marketing
As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Pharr, Julie M., "From Push to Pull — How Smartphones are Changing Mobile Marketing" (2013). Association of Marketing Theory and Practice Proceedings 2013. 2.