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The Mobile Marketing Conundrum

In: Taking Down Goliath

Author

Listed:
  • Kevin M. Ryan
  • Rob Spider Graham

Abstract

Mobile channels are exploding and creating huge opportunities for marketers. Unfortunately, many of those opportunities are hiding. The simple reality is that the rapid development of mobile devices is changing the entire playing field of human communication. From the freedom of being untethered from largely stationary computers to the ability to have easy access to information virtually anywhere and near instantaneous communication with nearly anybody—all this is not a minor shift. Unlike traditional media and even the early Internet, mobile isn’t about how people consume media but about how they interact with one another and with marketers.

Suggested Citation

  • Kevin M. Ryan & Rob Spider Graham, 2014. "The Mobile Marketing Conundrum," Palgrave Macmillan Books, in: Taking Down Goliath, chapter 0, pages 171-185, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44421-9_11
    DOI: 10.1057/9781137444219_11
    as

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