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July 17, 2008 Digital Media Rise In Importance To Reach Enterprise Mobility BuyersMobility Product Marketing Mix Must Include Digital Mediawith Ellen Daley, Madiha Ashour |
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Executive Summary
The enterprise mobility arena is heating up as companies are implementing various mobile networks, supporting multiple mobile devices, and deploying a wide range of information- and task-oriented applications. Purchasing decision-makers for these enterprise mobility products and services include IT and telecom personnel as well as business unit executives. These mobility purchasing decision-makers use a variety of traditional and digital media sources to inform their decision-making process. Traditional sources of information such as word of mouth and business publications continue to be critical sources of information; however, the importance of new digital media channels such as online communities, blogs, and podcasts is rising. Mobile vendor and service provider marketing executives must evaluate their marketing mix allocation to ensure that they effectively reach mobile purchasing decision-makers through these traditional and new digital media channels.
TABLE OF CONTENTS
- Digital Media Rise In Importance In Influencing Mobile Purchases
- Enterprise Mobility Buying Behavior Shifts To Include Business Leaders
RECOMMENDATIONS
- Action Items For Marketing Executives In Mobility Vendors
- Related Research Documents
This is an excerpt
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