MANAGING in the

NEW WORLD

The mobile phone has made such inroads to life that increasingly this is being perceived as the only means of internet usage for many. Smartphone connectivity has spiked and people are using them extensively to access the internet. To give an example, British singer Adele recently released a new song, which the next day after release had been viewed more than twenty seven million times. This is creating numerous opportunities to marketers who are now able to access vast quantities of data. Starbucks is one such organization which realized that people want minimal wastage of time and thus they created an app using which consumers could pre book their morning coffee at the nearest Starbucks store. Budweiser in Ireland gave an offer by which beer prices reduced on warmer days and in order to counter this, another beer brand Murphy’s used the medium of digital marketing to advertise their free beers on rainy days. Mobile brand advertising is set for a period of robust growth.

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