One reason that social media marketing can have a hard time ...

[nelaaney]

One reason that social media marketing can have a hard time taking off within a firm is that top managers often simply do not use social media and therefore doubt its value.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Mobile apps have become a staple of contemporary life. Why are they so popular with consumers? Why have they become so important to marketers?

[jordangronback]

Answer to Question 1

True

Answer to Question 2

From a consumer perspective it is probably summed up by, There's an app for that.. The range of app content seems infinite and therefore the segments to which they can appeal seem endless. Add to that the anywhere, anytime pervasiveness, and their appeal seems obvious.

From a marketer perspective the limitless options are also important. That allows marketers to develop apps for specific segments, individual promotions or events, particular types of content and probably a lot more. Add to that the fact that app development is cost effective and relatively quick as compared to say, developing a website, and the usefulness seems obvious.

You might want to ask students to give an example of an app that exemplifies the consumer appeal and one that demonstrates the marketing effectiveness.