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1、外文文献翻译原文及译文标题：Planningandimplementingeffectivemobilemarketingprograms作者:BarryBerman期干H：EusinessHorizons,59卷,4期,431・439年份:2016字数：译文4600多字原文PlanningandimplementingeffectivemobilemarketingprogramsBarryBermanAbstractMobilemarketingisaneverincreasinglyimportantcomponentofafirm'
2、soverallpromotionalstrategy.Theimportanceofthismediumcanbeseenthroughtimespentonmobilemedia,numberofsearches,anddirectandindirectmobile-generatedsales.Despiteitsincreasedimportance,theeffectivenessofmobilemarketingneedstobeimprovedbasedonsuchmetricsasbouncerates,add-to-car
3、trates,shoppingcartabandonment,andaverageordersize.Strategiestoincreasetheeffectivenessofmobilemarketingarediscussed.Firmsneedtocapitalizeonthethreemajorstrategicadvantagesofmobilemarketing:(1)thefactthatmobilemarketingdevicesarealwayson,alwaysconnected,andalwayswiththecon
4、sumer;(2)theabilitytogeneratelocation-sensitiveoffers;and(3)theabilitytosendrelevantpersonalizedmessagesandoffers.Firmsalsoneedtodevelopandimplementaneffectivemobilemarketingstrategythroughaseriesofactivities.Theseincludeunderstandingandreactingtothecomplexityofmobilemarke
5、ting,designingsitesbasedoneaseofuseversus“bellsandwhistles/increasingopt-inrates,usingeffectivecustomerengagementstrategies,anddevelopingeffectivemobilecoupons・Criteriatoevaluatetheeffectivenessofmobilemarketingarediscussed・Keywords:Mobilemarketing,Smartphonemarketing,Mobi
6、lecoupons,Geofencing,Beacons,Opt-inThecurrentstateofmobilemarketingForamajorityofconsumers,mobiledeviceshavesurpassedbothdesktopandlaptopcomputersastheprincipalgatewaytotheInternet(O'Kane,2013).Mobilephonesandtabletsnowaccountforabout44%ofallpersonalcomputingtime,twicethel
7、evelof2008(Duncan,Hazan,&Roche,2014).Accordingtoonesource,justoverone-halfofallsearchesonGooglearenowperformedonmobilesites(Graham,2015).ArecentDeloittestudyfoundthatsmartphonedevicesinfluencedalmost$600billionofin-storepurchases,upfrom$159billionin2012(Haims,2015).Despite
8、theincreasedusageofmobilemarketingbyfirmsandconsumers,thereisevidenceofpoorplanning,poori
