O'Reilly logo

A Beginner's Guide to Mobile Marketing by Molly Garris, Karen Mishra

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 7

Accessing Content

Knowing that brands use mobile as a channel to offer people always-on information and entertainment, there are various ways people will come across branded content. When people are in an active state—searching, browsing, and interacting—they will come across pull tactics. These tactics offer a presence to address people’s needs as they arise. Push tactics, on the other hand, are used to spark activity. They often alert and sometimes interrupt, in an effort to drive engagement.

Pull Tactics

Common pull tactics include

•mobile-optimized website(s)

•mobile app(s)

•search engine optimization

•quick-response (QR) codes

•messaging (SMS/MMS/RMM)

•near-field communication (NFC).

Marketers often use a combination of pull tactics ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required