17-8 Develop a presentation about phishing. In your presentation, define phishing, show three examples (search Google Images for phishing examples), and discuss how consumers and businesses used in scams can protect themselves. (AACSB: Communication; Use of IT; Reflective thinking)

Mini-cases and applications Online, mobile and social media marketing: big business for small business Mobile marketing is the place to be for small businesses. When rain pounded New Orleans right before its famous Jazz & Heritage Festival, the owner of a local shoe store saw an opportunity.

She tweeted about rain boots available at her store, Feet First, and sold out in two hours. Feet First is no stranger to online marketing; it has a website, online shopping cart and a Facebook page. But mobile is where the action is. Employees update the store’s Facebook, Twitter, Instagram, Pinterest, Tumblr and Snapette – a local fashion app – accounts frequently. Consumers are increasingly turning to mobile devices to find information and purchase products. The Polkadot Alley, an online store, found that 90 per cent of orders come from mobile phones.

Even though Yelp’s app traffic is a fraction of the overall website’s traffic, 45 per cent of all Yelp searches come from its mobile app. Local retailers see the advantages of mobile marketing.

As a result, Google changed its ad platform to accommodate the growth in mobile ad campaigns. Advertisers not only bid for search words, but also on the searcher’s device used to search, their location and time of day. If it’s Saturday before Mother’s Day and you use your phone to search for a florist, Emily’s Flower Shop half a mile away probably bid 30 per cent higher to get its ad at the top of your results list.