BY

KEVIN PETERS AND JADE HART

CHAPTER 16
CHARACTERISTICS OF TRIAL AND ADOPTION
1. Relative advantage: Degree that a product is perceive to
be superior to other products
2. Compatibility: Degree of consistency between new
product and consumer perceptions of members of
product category
3. Complexity: How difficult it is to learn to use new product
4. Triability: Extent to which the product can be tried
5. Observability: degree to which new products benefits are
evident
STRATEGIC DRIVERS FOR MOBILE MARKETING
Context, growth of social networks, time
sensitive, high-value, voice activation, one-
click payment, security, privacy, expanded
permission marketing
PLANNING A MOBILE MARKETING CAMPAIGN
The average social network user is 37 years old
Average Twitter user is 39 years old
Average Facebook user is 38 years old
Average MySpace user is 31 years old
Average Bebo user is 28 years old
MORE PLANNING
1. Who are the customers and where are they?
2. What attitudes do members of the target marketing hold about their
brand?
3. What message will be compelling?
4. When to send messages and how often both refer to important
strategic drivers of mobile marketing?
5. What action do we want to mobile user to take?
6. What metrics will be used to measure the success of the campaign?
APPS
It is important that apps be available on a wide variety of
devices and OSs
New technologies have made mobile marketing more
powerful than ever
Location based marketing: smartphones ability to
track location used to show relevant ads
QR codes: codes scannable by smartphones that can
link to a variety of things
FIN