Author Question: Marketers find that communicating with customers in social media is essentially the same as ... (Read 35 times)

oliviahorn72 · **on:** Jun 28, 2018

Marketers find that communicating with customers in social media is essentially the same as communicating in traditional mass media.
a. True
b. False
Indicate whether the statement is true or false

Question 2

Discuss in detail the nature of the strategic drivers of wireless adoption. Give a brief example of each.

leahchrapun · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

False

Answer to Question 2

The drivers are:

Context (both localization and personalization) (a coupon delivered as a shopper walks by a store in a shopping mall)
Time sensitivity (the coupon is also a good example here)
High value (seems obvious, but the coupon must be of sufficient value to warrant the intrusion)
Availability of one-click payment mechanisms (entering a substantial amount of data on small keyboards is difficult and prone to error; that makes the coupon a good idea, since it is redeemed at the retail point of purchase)
Security (how does the marketer convince the consumer that it is safe to accept and use the coupon)
Respect for privacy (if mobile marketers spam the consumer, a way will be found to cut them off)
Use of expanded permission marketing (ask the consumer when, where, how, and how often she is willing to be contacted; then develop systems that confirm to her wishes, which is harder). What if she has already received two wireless promotions this week, and that is the limit she has set?