Brand Driven Mobile Marketing

E-Marketing ◽  
2012 ◽  
pp. 1252-1267
Author(s):  
Christopher Quente
Keyword(s):  
Mobile Phone ◽  
Building Block ◽  
Mobile Marketing ◽  
Case Scenario

On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.

Brand Driven Mobile Marketing

2010 ◽  
pp. 468-483
Author(s):  
Christopher Quente
Keyword(s):  
Mobile Phone ◽  
Conceptual Design ◽  
Building Block ◽  
Mass Medium ◽  
Mobile Marketing ◽  
Case Scenario

Despite the fact that the mobile phone is a perfectly suited advertising medium also for brand campaigns a creative perspective is not only desirable but also necessary. Because: Without creativity, the latest mass medium would be swiftly rendered desolate. In the creative conceptual design of brand campaigns it is important above all to carry out advertising not only on the mobile phone but with it. On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.

scholarly journals SNOW MICROWAVE REFLECTION AT MOBILE PHONE FREQUENCY BANDS

2017 ◽  
Vol 1 ◽  
pp. 156 ◽  
Author(s):  
Tarmo Koppel ◽  
Inese Vilcane ◽  
Piia Tint ◽  
Andrei Shiskin
Keyword(s):  
Risk Assessment ◽  
Mobile Phone ◽  
Electromagnetic Fields ◽  
Reflection Loss ◽  
Mobile Communication ◽  
Case Scenario ◽  
Worst Case ◽  
Fresh Snow ◽  
Microwave Reflection ◽  
Snow Precipitation

Snow should be accounted in electromagnetic fields' risk assessment, especially in Nordic countries where in winter months snow precipitation and coverage may significantly affect the propagation of microwaves. The risk assessment should be always carried out under worst case scenario conditions, including the reflective properties of the surfaces surrounding the antenna. In this study fresh snow microwave reflectance properties were investigated at the mobile communication bands from 1700 to 2700 MHz.The investigation revealed that reflection loss from snow is more dependent from the frequency than from the thickness of snow coverage. Amongst mobile communication bands, the strongest microwave reflection (reflection loss only 3.2dB) was registered at WiFi2G band. Averaging all the snow thicknesses, the highest reflection loss occurs at GSM1800UL (1710-1785 MHz) and UMTS2100DL (2110-2170 MHz) bands. The least attenuation of reflection occurs in adjacent DECT band.

scholarly journals Basics of Mobile Marketing Strategy

2018 ◽  
pp. 1-18
Author(s):  
Wilson Ozuem ◽  
Bibi Nafiisah Mulloo
Keyword(s):  
Mobile Phone ◽  
Marketing Strategy ◽  
Rapid Growth ◽  
Empirical Studies ◽  
Mobile Marketing ◽  
Online Platforms

Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping. Indeed, smartphones are redefining the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online marketspace. This chapter aims to contribute to extant studies on how smartphones impact on the consumption process.

scholarly journals An Improvement of Analyzing the Effective Factors on Customer Behavior in Mobile Marketing

2020 ◽  
Author(s):  
Tahereh Arbab ◽  
Hojatolah Hamaidi ◽  
Mohsen Gharakhani
Keyword(s):  
Mobile Phone ◽  
Structural Equation ◽  
Customer Behavior ◽  
Ease Of Use ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Modern World ◽  
Effective Factors ◽  
Mobile Phone Technology ◽  
Individual Knowledge

Nowadays, customers play a very important and vital role in the field of global economy. As a result, companies give special significance to the customers to survive and grow in the field of economic competition in the modern world and increase their relationship with the buyers of their products and services throughout their lifetime. Marketing growth through mobile phones has provided further motives for performing more researches in the field of customer behavior and attitude in mobile marketing. The goal of the current study is to analyze the effective factors on customer behavior in mobile marketing. The variables used in this study are perceived ease of use, individual knowledge, user’s mobile phone technology, customers’ negative attitudes, and customers’ positive attitudes. The current research is practical in terms of objective and is descriptive-analytic in terms of methodology. Data were gathered by distributing a questionnaire among 284 students of Tehran University. Data were analyzed by structural equation modeling using Lisrel and Expert Choice software. Test results showed that ease of use, individual knowledge, mobile phone technology, positive attitude, and negative attitude variables have a meaningful effect on customer behavior in mobile marketing. The confirmation of all the assumptions of the research supports the importance of the customer behavior analysis in mobile phone services.

Mobile Marketing

2013 ◽  
pp. 46-64
Author(s):  
Barbara L. Ciaramitaro
Keyword(s):  
Mobile Phone ◽  
Mobile Devices ◽  
Mobile Phones ◽  
Web Sites ◽  
Personal Information ◽  
Mobile User ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
Communication Devices ◽  
Phone User

Mobile technologies have dramatically changed the world’s ability to communicate. The number of mobile phones used worldwide has exceeded 4.6 billion with continued growth expected in the future. In fact, in the United States alone, the numbers of mobile phone users comprise over 80% of the population. Mobile phones and tablets (mobile devices) are not simply voice communication devices. They have become a medium to create voice, music, text, video, and image communications. Importantly, these various types of communication can be created and shared on demand by the mobile user. In addition to communication methods, mobile devices are also a tool used to access the Internet, view television and movies, interact with GPS (Global Positioning System), and read and respond to barcode and augmented reality messages. Each of these methods utilized by the mobile phone user becomes a tool that can be used in mobile marketing to expand beyond traditional marketing methods. Mobile devices are considered to be “the most personal piece of technology that most of us will ever own” (Krum, 2010, p. 7). We usually take them with us wherever we go and are usually reachable through them. However, mobile devices also provide the ability to access the most personal information about us. Mobile devices know who we communicate with and how often. They know our schedule – both business and personal. They often know all of our email addresses and frequently accessed web sites. They know what videos, music, television shows, and movies we like. They know about us through pictures and text messages sent and received. They know where we go, how often, and how long we stay through location tracking technology. This collection of accessible personal information allows mobile marketing to target individuals at the time and place where their message will be most effective. Mobile technologies over the past 20 years have dramatically changed the way people communicate, collaborate, search for, receive, and share information. These dramatic changes have had striking impact on the world of marketing to the extent that mobile marketing has become the predominant form of customer engagement.

Mobile Marketing

2011 ◽  
pp. 151-173
Author(s):  
Giovanni Giuffrida ◽  
Diego Reforgiato ◽  
Catarina Sismeiro ◽  
Giuseppe Tribulato
Keyword(s):  
Data Mining ◽  
Mobile Phone ◽  
Statistical Methods ◽  
Value Added ◽  
Developed Countries ◽  
Content Delivery ◽  
Mobile Marketing ◽  
Competitive Environment ◽  
Revenue Growth ◽  
Mining Tools

In most developed countries competition among mobile phone operators is now focused on switching customers away from competitors with extremely discounted telephony rates. This fierce competitive environment is the result of a saturated market with small or inexistent growth and has caused operators to rely increasingly on Value-Added Services (VAS) for revenue growth. Though mobile phone operators have thousands of different services available to offer to their customers, the contact opportunities to offer these services are limited. In this context, statistical methods and data mining tools can play an important role to optimize content delivery. In this chapter the authors describe novel methods now available to mobile phone operators to optimize targeting and improve profitability from VAS offers.

scholarly journals The Attitude of Mobile Users on Mobile Marketing: Case Study on Fast Food Restaurant at Bukit Bintang

2018 ◽  
Vol 7 (3.30) ◽  
pp. 48
Author(s):  
Norwani Mohd Nazari Nazari ◽  
Mohd Faiq Bin Abdul Fattah ◽  
Zalina Binti Zainuddin ◽  
Haslina Binti
Keyword(s):  
Mobile Phone ◽  
Fast Food ◽  
Quantitative Methods ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Fast Food Restaurant ◽  
Perceived Ease Of Use ◽  
Market Growth ◽  
Qualitative And Quantitative Methods

Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur conducted over sample of 384 respondents. Triangulation methodology of both qualitative and quantitative methods including survey questionnaire, field observation, telephone and face to face interview are used in this study. The finding shows there is favorable attitude towards mobile marketing in the customer population, gauging actual use of mobile marketing of fast food restaurant. The perceptions influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Mobile Phone Self-Efficacy (MSE). The underlying motives influencing use of mobile marketing of fast food restaurant are Speed, Functionality, Customer Friendly and Hospitality. Ranges of promotional tools in mobile phone have significance relationship with attitude and effective to achieve marketing goal such as increase sales and market growth for fast food restaurant. 

scholarly journals Self-Regulation of Mobile Marketing Aimed at Children: An Overview of the Spanish Case

2007 ◽  
Vol 2 (3) ◽  
pp. 80-93
Author(s):  
María de Miguel Molina
Keyword(s):  
Mobile Phone ◽  
Mobile Phones ◽  
Child Protection ◽  
New Technologies ◽  
Self Regulation ◽  
Developed Countries ◽  
Mobile Telephone ◽  
Mobile Marketing ◽  
Future Research ◽  
Company Policy

Mobile phones have changed consumer and company behaviour and today they constitute the most direct means of communication between them. Many groups are targeted through promotion campaigns using mobile phones. Children, who in the future will be the largest consumer of new technologies, are one of these groups. Given that current Spanish legislation does not clearly establish what company policy ought to be in relation to promotions aimed at children, self-regulation of the mobile telephone sector is imperative. Spain is already among the developed countries in which one out of every two children has a mobile phone. Firms should pay special attention to this target group. Firstly, because promotional campaigns aimed at children have their peculiarities and secondly because of the legal and ethical protection that children deserve. Company policy, in this sense, should include the drawing up of Codes of Conduct. This article begins by analysing the child segment as mobile phone consumers. It then highlights the legal and ethical problems of mobile campaigns aimed at children, and looks at some studies carried out by the European Commission and the Spanish government. Finally, this paper draws some conclusions about the measures companies should adopt and offers practical help for self-regulation of the mobile telephone sector in Spain and, if possible, in other countries (especially other European countries within the framework of the agreement signed by the leading European mobile operators in 2007 to develop self-regulatory codes by 2008). Moreover, future research needs to centre on whether these measures increase child protection.

scholarly journals Basics of Mobile Marketing Strategy

2016 ◽  
pp. 155-172 ◽  
Author(s):  
Wilson Ozuem ◽  
Bibi Nafiisah Mulloo
Keyword(s):  
Mobile Phone ◽  
Marketing Strategy ◽  
Rapid Growth ◽  
Empirical Studies ◽  
Mobile Marketing ◽  
Online Platforms

Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping. Indeed, smartphones are redefining the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online marketspace. This chapter aims to contribute to extant studies on how smartphones impact on the consumption process.

Generation Y and Mobile Marketing in India

2015 ◽  
pp. 1051-1065
Author(s):  
Varsha Jain ◽  
Subhadip Roy
Keyword(s):  
Mobile Phone ◽  
Mobile Phones ◽  
Generation Y ◽  
Mobile Applications ◽  
New Technology ◽  
High Income ◽  
Mobile Marketing ◽  
Qr Codes ◽  
Short Span ◽  
Mobile Market

India holds the second top position in terms of size of the mobile market industry. Indians use their phone primarily to retrieve information, to educate themselves, for entertainment, and for communication. It is also noteworthy that a major chunk of these mobile phone users is Generation Y. They are tech savvy, keen for new technology, and have high income with high spending capacity. Different features of mobile phones such as Bluetooth, multimedia messaging, SMS, QR codes, and apps are frequently used by Generation Y. However, the problem with this generation is that they have a very short span of attention. In this paper, the authors explain the attitude of Generation Y in India towards the mobile applications and in-app advertising, as well as different interesting domains of mobile marketing in the context of India.

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