Description

Wireless advertising is already a reality and offers a whole new world of opportunities for marketers. Mobile phones with integrated camera, GPS locators, and similar advances are very convenient, but these technologies allow other important tools for a cutting-edge marketing. The possibility to interact with remote application servers from any location allows a user’s location to become an important, very valuable data point to advertising services. The most obvious advantage is to target the audience, which has given consensus to the approaching contact with a pre-defined set of criteria, which could include place, time and even activity. Spoken audio messages could also present a possibly important competitive advantage. Response rates to mobile campaigns have shown that one fifth of receivers’ forward offers to other users or respond to offers but current business adoption of wireless SMS is still relatively low. The purpose of this paper was to expand and systematically integrate knowledge on wireless advertising activities and to discuss their possible impact for further development of marketing communication theory.

Keywords: mobile phone, mobile advertising, location marketing, wireless marketing communication, consumer behavior