CHAPTER 7
Accessing Content
Knowing that brands use mobile as a channel to offer people always-on information and entertainment, there are various ways people will come across branded content. When people are in an active state—searching, browsing, and interacting—they will come across pull tactics. These tactics offer a presence to address people’s needs as they arise. Push tactics, on the other hand, are used to spark activity. They often alert and sometimes interrupt, in an effort to drive engagement.
Pull Tactics
Common pull tactics include
•mobile-optimized website(s)
•mobile app(s)
•search engine optimization
•quick-response (QR) codes
•messaging (SMS/MMS/RMM)
•near-field communication (NFC).
Marketers often use a combination of pull tactics ...
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