Review Of Mobile Marekting Literature
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Literature Review
�Mobile marketing’ is a dynamic and cutting-edge channel of communication for marketing messages. Before evaluating whether there is a future for mobile marketing, it would be sensible to analyse the current literature in this area.
To begin with, this paper will look into the growth of the mobile phone globally and how the term �mobile marketing’ has developed. From here, it is important to get an in-depth understanding of how consumers’ attitudes
The key issue is whether or not mobile marketing presents marketers with golden opportunities to reach their target audience; the danger is consumers will find SMS campaigns an invasion of personal space, discarding all types of marketing messages received in such a way.
1.0 Global Mobile Phone Growth
The global penetration of mobile phones rose significantly from 79.1% to 87.2%, between 2004 and 2007 (MobileYouth 2005)
What is Mobile Marketing?
Mobile Marketing Association (
�A form of advertising that is communicated to the user via a handset. This type of advertising is most commonly seen as a mobile web banner, mobile web poster or full screen interstitial, which appears while a requested web page is loading. Other forms of this type of advertising are short message service (SMS) and multimedia messaging service (MMS) adverts.’
The value of mobile communication is already high, but it continues to rise for a number of reasons. Firstly, mobile marketing is a form of �close’ communication; the mobile phone is already a big part of people’s lives across developed countries, but it is rapidly reaching a similar status all around the world. Secondly, mobile marketing is targeted and timely — more so than other methods of marketing communications, especially when your audience has �opted in’ (World Advertising Research Centre, 2006). In addition to being an easy way of interacting with consumers, this also helps to increase the relevance of advertising messages.
Haghirian and Madlberger (2003:02) define mobile marketing as:
“The usage of interactive wireless media to transmit advertising messages to consumers in the form of time and location sensitive, personalised information with the overall goal to promote goods and services.”
Wireless marketing is an extremely promising direct-marketing channel due to the internet’s interactive and quick response capabilities (Tsang et al. 2004). Many direct response and brand building advertisements have been used for time-sensitive communication (Barwise and Strong 2002). However, though predictions of future industry growth are enormous, many are unconvinced due to concerns over consumers’ acceptance and the effectiveness of the medium as a channel for advertising purposes (Andersson and Nilsson 2000). This is an issue I will discuss in more detail later on in this paper.
Mobile marketing has grown since marketers have managed to target consumers via text messages as this has enabled the communication of personalised information directly to consumers’ pockets. Despite only allowing 160 characters and lacking colour, audio and graphics, text messages represent an influential and cost-effective method of communication between friends and family, a concept quickly hi-jacked by many brands
2.1 Short Messaging Service (SMS) — The Future of Mobile Marketing?
Tsang et al. (2004) noticed the rising popularity of SMS created a new channel of advertising called mobile advertising. Organisations
According to the Global System for Mobile communications association (GSM), the global trade association representing 700 global mobile phone operators across 215 countries, users send more than 10 million SMS messages each month (Cohn 2001)