Discussion Question

Read the article titled Mobile Mobile Mobile (https://www.ama.org/publications/MarketingNews/Pages/Mobile-Mobile-Mobile.aspx) by Jeffrey Hayzlett from the American Marketing Association publication called Marketing News. The article outlines some of the Mobile challenges:

1. People in your company are afraid.

2. There are many mobile possibilities. Which will one become the standard? What if you bet on the wrong one?

3. Your company is having a hard time embracing and determining the marketing mix for all of the channels.

4. Your company is finding it difficult to integrate all of the marketing data and sales information into its business processes.

Discuss the linkage between having a successful mobile marketing campaign that is integrated into the company's IMC strategy and developing a product roadmap, as outlined in the required textbook readings. In addition, discuss the importance of intellectual property (IP) considerations in order to gain a competitive advantage in the marketplace or marketspace.

In this activity, the concepts from the readings should be integrated into the discussion with your fellow classmates as well as other related articles (e.g. Mobile Ads (Links to an external site.), Adobe Marketing Cloud (Links to an external site.), IMC (Links to an external site.)). Research at least one article to apply the concept(s) in the posting. Your initial post should be post should be at least 75 words, with in-text citation and a cited work summary at the end of the post.