23-05-2012, 02:23 PM
Mobile Marketing
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LITERATURE REVIEW
A study done by Heinonen & Strandvik (2003) showed that mobile channels are perceived to be more personal than traditional and e mail channels. This creates high expectations for the relevance of marketing communication messages. A consumer expects messages to be personal and of high interest and this makes the disappointment greater when they get undesired messages. Mobile advertising may even step over the line of discretion and invade consumers’ privacy because of the personal nature of the mobile device. Li et al (2002) discusses how negative reactions like irritation arise through intrusion advertising. The channel influences consumer responsiveness to marketing communication by being perceived as either disturbing or acceptable (Abernethy 1991). If the consumer considers marketing communication via a channel as disturbing it may negatively affect the attention to and perception of the message. In contrast, the channel may also enhance the acceptance of the marketing communication if it is perceived as appropriate for the specific marketing communication. Also, some consumers may perceive the channels as neutral, i.e. it is neither disturbing nor accepted.
Despite substantial marketing potential, research on mobile advertising and particularly through its most successful application, short message service (SMS) is still embryonic. In a comprehensive survey concerning consumers’ experiences of direct marketing channels in Finland it was found that consumers perceived direct marketing channels differently compared to each other. (Finnish Direct Marketing Association, 2002) The experiences of mail order, Internet and email experiences were more positive compared to other direct market channels such as telemarketing and door-to-door sales. 80 % of the respondents had positive experiences of mail order, 77% had positive experiences of Internet and email as marketing channels and the corresponding number for SMS and WAP was 65%. For telemarketing and door-to-door sales the number of positive consumers was down to 30% and 25% respectively. Concerning satisfaction with information received, there seemed to be
differences between the channels. The study also indicated that consumers have considerable less experience of SMS messages compared to mail order, Internet and email. New media in the digital economy have created potentially powerful tools for direct and interactive marketing. Traditional marketing communication strategies have been based on the interruption logic (Godin 1999) where the consumer is forced to momentarily pay attention. Permission marketing was introduced as a new managerial approach in marketing communication. It has been argued that firms benefit from getting consumers’ permission to be contacted (Marinova, Murphy and Massey 2002). Permission from the consumer would resolve the difficulties to get access to the consumer. Permission is, however, not necessarily a guarantee that the consumer pays attention; it is only a door opener and gives an indication of the consumer’s potential interest areas.
INTRODUCTION
Information technology affects everything from daily life to business in the 21st century. In business environment, it shapes not only commerce but also the way in which companies implement their marketing strategies. Offering new marketing channels to interact with customers is crucial to increase sales for company. Thus, the successful application of information technology to connect marketing applications is highly prominent. One of the advances in information technology is wireless mobile communication technology that makes the ―anytime-to-anyplace‖ communication possible. This technology system allows increased mobility and extended services even to remote areas. Due to wireless communication system, mobile phone users are able to access their e-mails, search, order and buy products and services from everywhere without computers (Yen and Chou, 2000; Aungst and Wilson, 2005). Besides the Internet and personal computers.
Marketing mobile
Marketers must remember that mobile cannot, and must not, be treated like other mass mediums out there. Mobile is a highly personal channel, with attendant sensitivities and double opt-in permission requirements. So it’s not the quantity that should matter for marketers looking to incorporate mobile into their multichannel marketing plans. It’s the quality – and that’s where mobile excels. While the economy could be better, that hasn’t stopped consumers from quickly shifting to mobile many tasks that previously were conducted on computers. The choice for marketers and ad agencies then is not to deliberate whether to have an SMS program or mobile banner ads or a mobile Web site or a mobile coupon program or a .mobi domain or an iPhone/BlackBerry/Android application. Instead, the decision to be made is which one of these options – or a combination – is relevant for the brand in its efforts to reach consumers through multiple, relevant touch points. Smart marketers and agencies will think like smart fishermen: fish where the fish are. Consumers have already moved to mobile, and are staying there for a long time. Marketers should focus this year and next on using mobile – especially SMS and applications – to build databases of consumers who have opted in not once but twice to receive targeted offers, alerts and information from marketers.