Professional Documents
Culture Documents
1 INTRODUCTION
The last three years have witnessed a steady increase in the number
of publications in the area of mobile marketing in existing journals and
conferences. Although no special issues of journals focusing on mobile
marketing have appeared, many of these articles have been published in
high quality journals (Journal of Advertising Research, Journal of Advertising,
International Journal of Advertising, Operations Research, and MIT Sloan
Management Review). However, despite the increasing number of
publications, the growing body of literature on mobile marketing is somewhat
inconsistent and highly fragmented. This is due, in large part, to the fact that
a common conceptualization of the phenomenon is still lacking.
Sultan and Rohm 2005 The role of mobile marketing in branding Qualitative Given the dynamic nature
Trappey III and Woodside 2005 Consumer responses to interactive advertising Quantitative of the topic, we also wanted to
Barnes and Scornavacca 2004 The role of permission and acceptance Conceptual
include key articles published
in other available sources. To
Leppäniemi et al. 2004 Success factors in the mobile advertising value chain Conceptual
this end, a keyword search was
Okazaki 2004 Consumer perceptions of wireless ads Quantitative
executed on Google Scholar
Petty 2003 Legal and policy issues raised by mobile advertising Conceptual
(http://scholar.google.com) and
Tsang et al. 2004 Attitudes toward mobile advertising Quantitative on M-lit – the mobile business
De Reyck and Degraeve 2003 Broadcast scheduling for mobile advertising Quantitative literature website (http://www.
Kavassalis et al. 2003 Market inquiry on the perspectives of the mobile marketing Conceptual m-lit.org). The keywords used
Yunos et. al 2003 Wireless advertising’s challenges and opportunities Conceptual
were ‘mobile marketing’, ‘mobile
advertising’, ‘wireless marketing’,
Barnes 2002 The nature and implications of wireless digital advertising Conceptual
‘wireless advertising’, ‘text
Barwise and Strong 2002 Effectiveness of SMS text messaging Quantitative
message marketing’, and ‘SMS
Sullivan Mort and Brennan 2002 Emerging issues for marketing in mobile digital technology Conceptual marketing’.
I
n total, 109 publications were selected for further • Publications should be in a marketing, business and
analysis. The full text of every publication was reviewed management or information systems domain.
to eliminate those articles that were not actually related
to mobile marketing. Papers with a primarily technical After precise reviewing, 50 publications were selected
focus were not considered relevant to this study and were for detailed analysis: 23 (46%) from journals and 27 (53%)
therefore excluded. The general guideline for selection was from conferences. These articles were read in their entirely,
as follows: categorized and subsequently analyzed. Table 1 provides
detailed information about the selected journal publications.
• The central focus of the publication should be on mobile The table provides the author names, scope of the content,
(or wireless) applications aimed at marketing, and and the methodology used.
TABLE 1 - Part 2
Studies on mobile marketing 2000-2006
CONFERENCE PAPERS
Bragge et al. 2005 Developing a road map for mobile marketing Qualitative / Quantitative
Haghirian and Madlberger 2005 Attitude toward advertising via mobile devices Quantitative
Mcmanus and Scornavacca 2005 Potential and effectiveness of mobile marketing Qualitative
Jelassi and Enders 2004 Leveraging wireless technology for mobile advertising Qualitative
Kannan et al. 2001 Marketing issues and possibilities in wireless commerce Conceptual
Sullivan Mort and Brennan 2001 New directions in B2C e-business Conceptual
Mobile marketing research is relatively recent in nature. A substantial number of the publications that have
The first published academic paper can be traced to the year appeared on mobile marketing have dealt with different
2001. However, as illustrated in Figure 1, the research on facets of consumer behavior. Several studies have examined
mobile marketing is gradually evolving. Thus, it is valuable consumers’ attitudes toward mobile marketing (Haghirian and
to describe the current situation and outline the research Madlberger 2004, Rettie and Brum 2001, Leung and Cheung
agenda for future research. 2004, Tsang et al. 2004), acceptance of mobile marketing
(Bauer et al. 2005, Leppäniemi and
Karjaluoto 2005, Barnes and Scornavacca
25 2004, Leppäniemi et al. 2005), and how
consumers perceive mobile advertising
(Okazaki 2004, Haghirian et al. 2005).
20 Emerging areas such as the effectiveness
of mobile advertising and/or marketing
(Barwise and Strong 2002, Rettie et al.
15
2005, McManus and Scornavacca 2005,
Empirical
Drossos and Giaglis 2004) and consumers’
Conceptual responsiveness to mobile marketing
10
(Heinonen and Strandvik 2003) are
receiving more and more attention in the
5 literature.
information value are the strongest drivers of the acceptance issues related to mobile marketing. They concluded that the
of the mobile phone as an innovative medium for advertising factors contributing to mobile marketing effectiveness can
content communication. Leppäniemi and Karjaluoto (2005) be consolidated in four main dimensions: permission, reach,
also discussed the important drivers of mobile advertising richness and customization. These elements constitute
and provided a framework within which the critical elements a simple framework for understanding the potential and
affecting consumers’ willingness to accept mobile advertising effectiveness of the usage of mobile phones as a promotional
can be assessed. Barnes and Scornavacca (2004) examined media.
the variables that influence customer acceptance of mobile
marketing. They explored several studies conducted on 3.2 Business and Management
mobile marketing acceptance and identified three main
Some researchers have examined the role of mobile
factors that influence a consumer’s acceptance of mobile
marketing in branding. Nysveen et al. (2005) suggested that
marketing: user’s permission, wireless service provider
mobile channel addition (SMS/MMS) usage has positive
control and brand trust. Building on this research, Carroll et
effects on brand satisfaction, direct relationship investments,
al. (2005) developed a revised and empirically tested model
and main channel usage. In addition, based on surveys of
of mobile marketing consumer acceptance. They concluded
three different brands they suggested that a promising strategy
that four factors have a significant impact on mobile marketing
for increasing consumption of the brand’s main channel is
acceptance: permission, content, wireless service provider
facilitation of the consumers’ direct relationship investment
control and the delivery of the messages. Furthermore, they
in the mobile services. Furthermore, according to Sultan and
argued that marketers should be optimistic about choosing
Rohm (2005), mobile marketing creates new opportunities
to deploy mobile marketing, but exercise caution around the
for companies to form or shift consumer attitudes toward a
factors that will determine consumer acceptance.
brand through the use of value added content that can be
E
ffectiveness of and responsiveness to mobile personalized through context and location specificity. They
marketing is also gaining more and more interest suggest that, like Web communications, mobile marketing
in literature. Early empirical evidence on mobile can be interactive, but offers the possibility of a closer brand
marketing effectiveness is provided by Barwise connection because of the personal nature of hand-held
and Strong (2002), who reported the results of a study of electronic devices. However, research on mobile brand
permission-based advertising via mobile phones. The results communities, like much mobile-related research, is still
suggested that, with the right execution, the mobile channel somewhat atheoretical. Heitmann et al. (2004) employed
has the potential to benefit both advertisers and consumers. community research to identify four constitutional elements
Rettie et al. (2005) found that SMS advertising is effective of a community and developed a structured and theoretically
both as a branding vehicle and in stimulating response. This founded method to analyze the potential of mobile services
was demonstrated by significant improvements in brand for specific community building purposes.
attitude and purchase intentions. In line with
this conclusion, Trappey III and Woodside
(2005) examined the use of SMS advertising
in conjunction with television commercials.
They found that the overall response to the mobile marketing creates new opportunities
SMS campaign, specifically “actions taken”
by respondents upon receipt of the SMS for companies to form or shift consumer
message, is quite high – nearly 9 percent.
Their conclusions are supported by Merisavo
attitudes toward a brand
et al. (2006), who found that permission-
based mobile advertising increases sales
of mobile services. This paper presented
evidence that there a significant difference in average daily
The mobile marketing value chain has also gained some
expenditure among customers who were not exposed to
attention among researchers. Facchetti et al. (2005) and
mobile advertising versus those non-exposed. Heinonen
Leppäniemi et al. (2004) have analyzed the landscape of
and Strandvik (2003) explored consumers’ responsiveness
mobile marketing activities, identifying the extended structure
to mobile marketing communications. They conducted an
of the value chain, and defining critical success factors in
empirical study, where responsiveness to mobile marketing
order to lead the value chain. Bragge et al. examined the
was benchmarked against e-mail communication. Findings
mobile marketing value system. They outlined an extensive
from this study indicated that compared to traditional
road map including action proposals for various stakeholders
direct mail and commercial email communication, the
in mobile marketing value system and research that should
responsiveness to mobile marketing was considerably lower.
be carried out.
McManus and Scornavacca (2005) discussed the emerging
S
based mobile advertising using SMS text messaging. In
addition, less research has been conducted on performance ending messages to a consumer’s phone needs
management in mobile marketing. Schierholz et al. (2005) careful advance planning due to the intimate
provides a model for performance measurement in multi- nature of the mobile phone. Besides worries about
channel environments, particularly taking into account the intrusion into one’s private space, mobile spam
mobile channel. The model was evaluated in a real-world raises privacy concerns related to the utilization of personal
case study. and location data used to personalize mobile marketing
messages. Well aware of the significance of solving these
3.3 General issues, regulatory bodies throughout the world have issued
laws to protect user privacy. Camponovo and Cerruti (2004)
Academic efforts initially focused on identifying the provide valuable insights into regulatory issues concerning
antecedents and consequences of mobile marketing. The mobile marketing. Their paper illustrates and compares the
early studies provided by Barnes (2002), Kannan (2001), regulatory frameworks of Switzerland, the European Union
Yunos et al. (2003), Sullivan Mort and Drennan (2001, and the United States, and analyzes the likely implications
2002), and Kavassalis et al. (2002, 2003) were among the for the mobile business industry in general. Petty (2003)
pioneering efforts in mobile marketing research in general. examined the legal and policy issues raised by mobile
While those works were conceptual by nature, they marketing in the United States. He suggested that the right
provided conceptualizations that laid a useful foundation to privacy should be balanced with the right to market by
for researchers who subsequently undertook empirical establishing mechanisms of consumer choice.
explorations. Following these studies, many authors have
consolidated this conceptual foundation by investigating the In addition to the above mentioned publication there
nature of mobile marketing (Dickinger et al. 2004, Tähtinen have been some papers about different mobile marketing
and Salo 2004, Tähtinen 2005) and the role of mobile applications. In a recent article about mobile couponing,
marketing in companies’ promotion mix (Karjaluoto et al. Wehmeyer and Muller-Lankenau (2005) provided the first
2004). evidence regarding consumer acceptance and preferences
for mobile couponing service attributes. Of the four
Mobile marketing has recently gained widespread service attributes included in the conjoint experiment,
popularity in many disciplines and industries. There the configuration channel was found to have the greatest
is, however, little empirical evidence of diffusion and relative importance, followed by the type of coupons, the
adoption of mobile marketing among large multinational possibility of personalizing the offered coupons, and the
organizations. Okazaki (2005) gave his contributions to fill location-awareness of the couponing service. Among the
this research gap by conducting an empirical survey of the first mobile advertising studies, Kölmel and Alexakis (2002)
perceptions of multinational corporations (MNC) operating provided an overview of location based advertising. Han et
in Europe regarding mobile advertising adoption. The study al. (2004) proposed, in a conceptual paper, a framework
revealed that branding strategy, facilitating conditions, and which addressed many of the issues that are characteristic
security and costs are the strongest determinants of MNCs’ of mobile gaming and advertising. The proposed framework
mobile advertising adoption. Furthermore, he suggested that facilitates time and location-sensitive interactive marketing
Japanese firms are the least willing to use mobile advertising, by enabling users with the location-aware technology
while their American counterparts are the most motivated capability to collect nearby items such as m-coupons and
redeem those items in nearby participating stores. These 4 DIVERGENT CONCEPTUALIZATIONS OF MOBILE
applications are just the tip of the iceberg, and the number MARKETING
of practical implications and academic publications is likely
to mushroom in the near future. A cursory review of the literature reveals that numerous
definitions on marketing through the mobile channel have
In summary, mobile marketing and advertising is still an been proposed by marketing practitioners and scholars alike.
emerging area within marketing communications, despite While some of these conceptualizations are similar, there is
the justifiable reaction against earlier overoptimistic evidently a deficiency of consensus as to the most appropriate
expectations. Marketers are still learning how to use it in way in which this emerging phenomenon should be defined.
terms of brand strategy, creative execution and evaluation. Conceptual agreement is necessary to promote a shared
understanding of mobile marketing, one that encourages
3.4 Methodology of publications clarity of communication and convergence in thinking.
I
There is a general perception that due to the embryonic n an attempt to develop a conceptualization that
stage of mobile marketing, most of the literature is qualitative captures the true meaning of marketing through the
in nature (see e.g. Becker 2005). In order to examine whether mobile channel, an extensive review of the literature
the mobile marketing literature is dominated by conceptual was conducted. Aside from published academic
analysis rather than empirical studies, a categorization was papers, the review also included a vast amount of literature
needed to classify the selected articles. Publications based from the popular domain. For example, articles provided by
on academic and public literature reviews were classified as Web portals (e.g. Mobile Marketing Association, Adverblog.
conceptual research. Empirical research was considered as all com, Marketingnewz.com and Clickz.com) and magazines
research based on primary data collection. Empirical papers (e.g. New media age, Marketing week, Precision marketing,
were further classified into quantitative and qualitative Advertising age, and Adweek) were evaluated, as well as
categories in order to identify the nature of applied research conceptualizations provided by the top mobile marketing
methodology and research design. Following classification, companies and leading mobile technology solutions providers
17 publications (34%) were found to be conceptual (e.g. Enpocket, Flytext, Avantgo, 12Snap, Add2Phone, iLoop
papers and 33 (66%) empirical research (see figure 1). The Mobile). Overall, the literature review yielded 21 distinct
distribution of publications according to applied research definitions or meanings of mobile marketing.
methodology is shown in figure 2. The majority of empirical
research was quantitative by nature (18 or 55% of the total), A detailed analysis of the identified conceptualizations
while qualitative methodology was used in 10 papers (30%). was conducted to identify common elements and repeating
Of the 26 empirical publications, 5 papers (15%) applied themes among them. The analysis revealed that collectively,
both quantitative and qualitative methodologies. Overall, the definitions represent four major approaches to marketing
empirical research in mobile marketing is growing very fast through the mobile channel. More specifically, it was found
and is dominating research efforts at present. that marketing through the mobile channel has, implicitly
or explicitly, been conceptualized as a
(1) mobile marketing (e.g. Kalakota and
Robinson 2002, MMA 2005, Scharl et al.
2005, Facchetti et al. 2005, Dickinger et
9
al. 2004, Bauer et al. 2005); (2) mobile
8 advertising (e.g. Leppäniemi et al. 2004,
Tähtinen and Salo 2004, Haghirian and
7 Madlberger 2005, De Reyck and Degraeve
2003); (3) wireless marketing (e.g. Tsang et
6
Quant i t at i ve
al. 2004, Brassington and Pettitt 2003); and/
5 Qual i t at i ve or (4) wireless advertising (Petty 2003, Yunos
Quan/ Qual et al. 2003). Table 3 provides a description
4 Concept ual and representative conceptualizations
of each of the four major viewpoints on
3
marketing through the mobile channel.
2
The aspect of ‘wireless vs. mobile’ needs
1 clarification because it seems that there has
been some confusion around these concepts
0
recently. Wireless is not necessarily mobile
2001 2002 2003 2004 2005 2006
(see e.g. Balasubramanian et al. 2002;
Anckar and D’Incau 2002; Varshney and
Figure 2 The number of publications per year according to applied research
Kalakota and Robinson “The distribution of any kind of message or promotion that adds value to the customer while
Mobile marketing
(2002) enhancing revenue for the firm.”
Rettie et al. (2005) Mobile marketing “…marketing activities that deliver advertisements to mobile devices.”
MMA Code of Conduct “Mobile marketing is any form of marketing, advertising or sales promotion activity aimed at
Mobile marketing
(2005) consumers and conducted over a mobile channel.”
Sullivan Mort and Brennan “The application of marketing to the mobile environment of smart phones, mobile phones,
Mobile marketing
(2002) personal digital assistants (PDA), and telematics.”
““any paid form of impersonal presentation and promotion of goods, services, ideas by well-
Facchetti et al. (2005) Mobile marketing
identified promoter” (Kotler et al. 2002) using ‘the wireless’ as delivery channel”
“Using interactive wireless media to provide customers with time and location sensitive,
Dickinger et al. (2004) Mobile marketing personalized information that promotes goods, services and ideas, thereby generating value
for all stakeholders.”
Bauer et al. (2005) Mobile marketing “…using the mobile phone as a means of conveying commercial content to customers.”
“Mobile marketing is the use of the mobile medium as a communications and entertainment
MMA UK (2005) Mobile marketing
channel between a brand and an end-user.”
“The use of wireless media as an integrated content delivery, marketing and communications
Glass (2005) Mobile marketing
channel.”
“Any paid message communicated by mobile media with the intent to influence the
Leppäniemi et al. (2004) Mobile advertising
attitudes, intentions and behavior of those addressed by the commercial messages.”
“…ads sent to and presented on mobile devices, i.e. cellular phones, PDA’s, and other
Tähtinen and Salo (2004) Mobile advertising
handheld devices.”
Komulainen et al. (2004) Mobile advertising “…advertising using mobile devices as a communication vehicle.”
“The usage of interactive wireless media (such as cellular phones and pagers, cordless
telephones, personal digital assistants, two-way radios, baby crib monitors, wireless
Haghirian and Madlberger
Mobile advertising networking systems, GPS-based locators and maps) to transmit advertising messages to
(2005)
consumers in form of time and location sensitive, personalized information with the overall
goal to promote goods and services.”
Wireless advertising “…form of advertising…that includes short text messages sent to telephones, personal digital
Petty (2003)
messaging assistants, and other wireless devices.”
“…advertising and marketing activities that deliver ads to mobile devices over a wireless
Yunos et al. (2003) Wireless advertising
network...”
“…sending advertising messages to mobile devices such as mobile phones or PDAs through
Tsang et al. (2004) Wireless marketing
the wireless network.”
Brassington and Pettitt “…the use of text messaging via a mobile telephone as a means of marketing
Wireless marketing
(2003) communication.”
Vetter 2000; Kumar 2004). For instance, a consumer’s during a substantial physical movement from one location
communications with a Web site from a desktop computer at to another.
home, with signals carried over a wireless local area network
(WLAN) or over a satellite network, would qualify as wireless • At least one seeks to benefit economically from the
but not mobile communications. A wireless access itself communication, either in the short or the long run.
can allow only very limited mobility within the range of this
It is important to recognize that this conceptualization of
access point. True mobility can, however, only be achieved
mobile marketing originates from marketing communications
by an underlying mobile network, which implements the
and is independent of any underlying technological platform.
mobility across the whole area covered. This is important to
Thus, it emphasizes the critical role of communication in
keep in mind when defining marketing through the mobile
establishing and maintaining profitable customer relationships
channel. Based on this distinction, we suggest that the mobile
(see e.g. Duncan and Moriarty 1998). In addition, it
as a concept provides the best conceptual foundation for
purposefully encompasses the particular characteristics of
the phenomenon, particularly because of its inclusive nature
mobile marketing while allowing for future technologies that
and representation of the space in which the value of mobile
might engender the same characteristics.
marketing communications evolves.
Thus, the concept mobile marketing and
its subset mobile advertising are the most
appropriate definitions for this evolving
phenomenon. Mobile marketing is the use of the
In addition, an examination revealed
that definitions are mostly embedded
mobile medium as a means of marketing
in technology, and therefore there is a communications
tendency to mistake the technologies for the
concept itself. Although the development
of mobile marketing technology is what
conveyed mobile marketing activities to
marketing practice and academic research, any marketer
5 CONCLUSIONS AND RECOMMENDATIONS FOR
would now argue that mobile marketing is simply a
FUTURE RESEARCH
technological tool that enables firms to communicate with
their customers. Mobile marketing is much more than a The discussion in this review has covered a wide range
technology and a lack of understanding about its true nature of topics, but several key areas calling for further research
is, in part, responsible for the failure of numerous mobile have emerged in marketing discipline. We list these under
marketing initiatives. The mobile is, primarily, a medium five headings: Integrated marketing communications, mobile
for marketing communications. Therefore, it is necessary specific metrics, mobile marketing value system, trust in
to separate the concept from its underlying technologies to mobile marketing, and issues related to mobile marketing
accomplish a stable conceptualization that is not subject to technology.
technological changes. Thus, building on these insights, the
following conceptualization is proposed: • Integrated marketing communications (IMC). – For many
marketers and their advertising agencies, mobile marketing
Mobile marketing is the use of the mobile medium as a still represents a mysterious and challenging new component
means of marketing communications. of a company’s communications mix. However, companies
should not treat the mobile channel as a stand-alone medium
This definition involves all of the following characteristics
but rather as one component in an overall marketing strategy
that are inherent in marketing communications (see e.g. Fill
that must be integrated with other channels. In other words,
2002) and mobile commerce (see Balasubramanian et al.
it is just a new, different means of communication which
2002):
should be integrated into the marketing communications
• It involves communication, either one-way or interactive. mix. Thus, we need more research on the role of each of the
main tools of the promotional mix when used in a mobile
• At least one of the parties engaged in the communication context.
must be mobile, in the sense that the ability to communicate
is not contingent on being at a fixed physical location at a • Mobile-specific metrics – There is a general consensus that
particular point in time. there are no well-accepted measures for the effectiveness of
mobile marketing, such as those used to measure the more
• The ability to communicate must contain the potential to traditional forms of marketing communications. Thus, in
be continuously maintained for at least one of the parties order to evaluate the effectiveness and efficiency of mobile
O
517.
verall, theory development is needed. Mobile Dickinger, A., Haghirian, P., Murphy, J., and Scharl, A. (2004): An investigation
marketing is unlikely to become fully recognized and conceptual model of SMS marketing. In the Proceedings of 37th Annual
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Duncan, T. and Moriarty, S. (1998): A communication-based marketing model
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