Description
Mobile targeting allows firms to approach users at the right time at the right location and on the right device. The two main targeting approaches are either mobile push (e.g., message sent upon entering a store™s vicinity) or mobile pull, where users act
Recommended Citation
Molitor, Dominik; Spann, Martin; Ghose, Anindya; and Reichhart, Philipp, "Measuring The Effectiveness of Location-Based Mobile Push vs. Pull Targeting" (2018). ICIS 2018 Proceedings. 13.
https://aisel.aisnet.org/icis2018/ebusiness/Presentations/13
Measuring The Effectiveness of Location-Based Mobile Push vs. Pull Targeting
Mobile targeting allows firms to approach users at the right time at the right location and on the right device. The two main targeting approaches are either mobile push (e.g., message sent upon entering a store™s vicinity) or mobile pull, where users act