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Consider the realm of digitalmarketing you have learned about in this unit. Analyze which digitalmarketing approach may be most effective with at least two different

Consider the realm of digitalmarketing you have learned about in this unit. Analyze which digitalmarketing approach may be most effective with at least two different generational cohorts. Be sure to consider why you think these approaches might be most appropriate for the identified cohorts as well as why these approaches might be less effective with other cohorts.

Sources

  • Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016).Mobile promotions: A framework and research priorities.Journal of Interactive Marketing,34, 15-24.
  • Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016).Mobile advertising: A framework and research agenda.Journal of Interactive marketing, 34, 3-14.
  • Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016).Gamification and mobile marketing effectiveness.ScienceDirect, 34, 25-36.
  • Kaplan, A. M. (2012).If you love something, let it go mobile: Mobile marketing and mobile social media 4x4.Business Horizons,55,129-139.
  • Shanker, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016).Mobile shopper marketing: Key issues, current insights, and future research avenues.Journal of Interactive Marketing,34, 37-48.
  • Stocchi, L., Guerini, C., & Michaelidou, N. (2017).When apps are worth paying for? How marketers can analyze the market performance of mobile apps.Journal of Advertising Research,57(3), 260-271.
  • Urban, G. L., Gosline, R., & Lee, J. (2017).The power of consumer stories in digital marketing.MIT Sloan Management Review,58(4), 10-13.

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