Mobile Adverting: The New Promising Marketing Channel

2013 ◽  
Vol 774-776 ◽  
pp. 1987-1990 ◽  
Author(s):  
Yan Yan Xu ◽  
Yan Wu Zhao ◽  
Zheng Fang ◽  
Yan Dong Ren
Keyword(s):  
Mobile Phone ◽  
Marketing Channel ◽  
Mobile Internet ◽  
Sales Promotion ◽  
Mobile Advertising ◽  
Advertising Effect ◽  
Mobile Channel ◽  
Promotion Activity ◽  
Recent Advances ◽  
Important Challenge

As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel, is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent advances in mobile advertising researches.

Research Advances in Mobile Advertising Areas

2012 ◽  
Vol 248 ◽  
pp. 555-558 ◽  
Author(s):  
Zheng Fang ◽  
Yang Yang ◽  
Fu Min Deng ◽  
Jing Cai
Keyword(s):  
Mobile Phone ◽  
Rapid Development ◽  
Marketing Channel ◽  
Mobile Internet ◽  
Sales Promotion ◽  
Mobile Advertising ◽  
Advertising Campaign ◽  
Advertising Effect ◽  
Mobile Channel ◽  
Promotion Activity

As the rapid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, whichis defined as “any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel is becoming the new promising marketing channel. Given this importance, how to conduct mobile advertising campaign to increase advertising effect is an big challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent research advances in mobile advertising researches.

Designing Effective Mobile Advertising with Specific Reference to Developing Markets

2013 ◽  
pp. 299-324
Author(s):  
Shalini N. Tripathi ◽  
Masood H. Siddiqui
Keyword(s):  
Competitive Advantage ◽  
Mobile Phone ◽  
Information Needs ◽  
Consumer Preferences ◽  
Perceived Usefulness ◽  
Specific Reference ◽  
Information Channel ◽  
Mobile Advertising ◽  
Mobile Channel ◽  
Promotional Strategies

Mobile advertising is a potentially powerful tool for direct and interactive marketing. Unlike e-commerce, the acceptance of m-commerce by customers has seen only modest growth, especially in Third World countries. The reason is lack of consumer responsiveness. This study aims to propose a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus aiming to enhance its acceptance amongst the consumers. Customization of messages and location based messaging are the strongest positive drivers of consumer acceptance of mobile advertising, followed by inclusion of incentives and self deleting advertisements. Firms making use of the mobile channel as part of their promotional strategies should take into cognizance the perceived usefulness that the addition of the channel brings, and consumer preferences with reference to their information needs. Thus by incorporating the utility package in the mobile advertising format, the mobile phone as an information channel might result in a symbiotic bonding relationship with its customers. Thus a marketer, by incorporating the utility package in the mobile advertising format, can not only ensure its greater acceptance (among consumers) but also develop a leverageable, competitive advantage.

Designing Effective Mobile Advertising with Specific Reference to Developing Markets

2015 ◽  
pp. 447-472
Author(s):  
Shalini N. Tripathi ◽  
Masood H. Siddiqui
Keyword(s):  
Competitive Advantage ◽  
Mobile Phone ◽  
Information Needs ◽  
Consumer Preferences ◽  
Perceived Usefulness ◽  
Specific Reference ◽  
Information Channel ◽  
Mobile Advertising ◽  
Mobile Channel ◽  
Promotional Strategies

Mobile advertising is a potentially powerful tool for direct and interactive marketing. Unlike e-commerce, the acceptance of m-commerce by customers has seen only modest growth, especially in Third World countries. The reason is lack of consumer responsiveness. This study aims to propose a hierarchical utility package (in the consumers' perception) with reference to mobile advertising, thus aiming to enhance its acceptance amongst the consumers. Customization of messages and location based messaging are the strongest positive drivers of consumer acceptance of mobile advertising, followed by inclusion of incentives and self deleting advertisements. Firms making use of the mobile channel as part of their promotional strategies should take into cognizance the perceived usefulness that the addition of the channel brings, and consumer preferences with reference to their information needs. Thus by incorporating the utility package in the mobile advertising format, the mobile phone as an information channel might result in a symbiotic bonding relationship with its customers. Thus a marketer, by incorporating the utility package in the mobile advertising format, can not only ensure its greater acceptance (among consumers) but also develop a leverageable, competitive advantage.

scholarly journals Research on the Human Dynamics in Mobile Communities Based on Social Identity

2012 ◽  
Vol 2012 ◽  
pp. 1-13 ◽  
Author(s):  
Qiang Yan ◽  
Lianren Wu ◽  
Lanli Yi
Keyword(s):  
Social Identity ◽  
Mobile Phone ◽  
Power Law ◽  
Significant Influence ◽  
Mobile Internet ◽  
Internet Technology ◽  
Power Exponent ◽  
Human Dynamics ◽  
The Social ◽  
Simulation Results

Through analyzing the data about the releases, comment, and forwarding of 120,000 microblog messages in a year, this paper finds out that the intervals between information releases and comment follow a power law; besides, the analysis of data in each 24 hours reveals obvious differences between microblogging and website visit, email, instant communication, and the use of mobile phone, reflecting how people use fragments of time via mobile internet technology. The paper points out the significant influence of the user's activity on the intervals of information releases and thus demonstrates a positive correlation between the activity and the power exponent. The paper also points out that user's activity is influenced by social identity in a positive way. The simulation results based on the social identity mechanism fit well with the actual data, which indicates that this mechanism is a reasonable way to explain people's behavior in the mobile Internet.

scholarly journals An Integrated Mobile Phone Payment System Based on 3G Network

2012 ◽  
pp. 128-134
Author(s):  
Rahul Gaikwad ◽  
Shubham Chaudhari ◽  
Dhanwanti Gaikwad
Keyword(s):  
Mobile Phone ◽  
Communication Technology ◽  
Mobile Terminal ◽  
Payment System ◽  
Mobile Internet ◽  
Mobile Payment ◽  
Mobile Environment ◽  
Real Time Processing ◽  
Key Issues ◽  
Mobile Communication Technology

Along with globally approaching of the 3G era, the progress of mobile communication technology and the development of mobile terminal devices will rapidly promote the mobilization development of traditional Ecommerce. In order to ensure it to achieve further development, secure, flexible and reliable mobile payment system is becoming more and more important. Compared with the payment pattern of ordinary commerce, there will be profound changes in the mobile payment, such as special payment channel, payment carrier and etc. After deep studying about previous payment methods and future 3G communication technology, this paper introduces a new mobile payment model by combining with IC chip, mobile phone and mobile internet, and then gives some improvement measures for current settlement mechanisms in the network transaction, which is entirely around payment channel, payment carrier, security authentication and other key issues in 3G environment. The real time processing of information flow, capital flow and logistics in mobile environment can be easily achieved, forming a complete and reliable business operation for mobile users, which can bring some great conveniences and profound influences for mobile payment industry.

Do Mobile CRM Services Appeal to Loyalty Program Customers?

2009 ◽  
pp. 1558-1575
Author(s):  
Veronica Liljander ◽  
Pia Polsa ◽  
Kim Forsberg
Keyword(s):  
Empirical Study ◽  
Mobile Phone ◽  
Positive Attitude ◽  
Relationship Management ◽  
Mobile Services ◽  
Mobile Internet ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Loyalty Program ◽  
Mobile Phone Technology

Not until very recently has mobile phone technology become sophisticated enough to allow more complex customized programs, which enable companies to offer new services to customers as part of customer relationship management (CRM) programs. In order to enhance customer relationships and to be adopted by customers, new mobile services need to be perceived as valuable additions to existing services. The purpose of this study was to investigate the appeal of new mobile CRM services to airline customers. An empirical study was conducted among loyalty program customers (frequent flyers) of an airline that was considering using MIDlet applications in order to add new mobile services to enhance customer relationships. The results show that customers do not yet seem to be ready to fully embrace new mobile applications. Although the services appeared to slightly improve customers’ image of the airline, the services did not seem to enhance their loyalty towards it. However, customers who already used sophisticated mobile services, such as the Mobile Internet, had a significantly more positive attitude towards the proposed services. Thus the success of mobile CRM seems closely linked with customers’ readiness to use existing mobile services. Before engaging in costly new investments, companies need to take this factor into serious consideration.

scholarly journals RESEARCH AND EVALUATION OF THE ENERGY FLUX DENSITY OF THE MOBILE PHONE ELECTROMAGNETIC FIELD / MOBILIŲJŲ TELEFONŲ ELEKTROMAGNETINIO LAUKO ENERGIJOS SRAUTO TANKIO TYRIMAI IR ĮVERTINIMAS

2012 ◽  
Vol 5 (4) ◽  
pp. 462-467
Author(s):  
Pranas Baltrėnas ◽  
Raimondas Buckus
Keyword(s):  
Electromagnetic Field ◽  
Mobile Phone ◽  
Flux Density ◽  
Energy Flux ◽  
Text Message ◽  
Text Messages ◽  
Mobile Internet ◽  
Effective Protection ◽  
Allowable Limit ◽  
Energy Flux Density

The article analyses variations in the energy flux density of the electromagnetic field of 10 mobile phones depending on distance. The studies have been conducted using three modes: sending a text message, receiving a text message and connecting a mobile phone to the Internet. When text messages are received or sent from a mobile phone, the values of the energy flux density of the mobile phone electromagnetic field exceed the safe allowable limit and make 10 μW / cm². A distance of 10, 20 and 30 cm from a mobile phone is effective protection against the energy flux density of the electromagnetic field when writing texts, receiving messages or connecting to the mobile Internet. Santrauka Nagrinėjami 10 mobiliųjų telefonų elektromagnetinių laukų energijos srauto tankio kitimai priklausomai nuo atstumo. Tyrimai atliekami, kai iš mobiliojo telefono siunčiamas SMS, kai į mobilųjį telefoną yra siunčiamas SMS iš kito mobiliojo telefono, kai mobilusis telefonas jungiamas prie mobiliojo interneto. Mobiliųjų telefonų elektromagnetinio lauko energijos srauto tankio vertės, kai iš mobiliojo telefono siunčiamas ar gaunamas SMS, viršija saugią leistiną 10 µW/cm² normą. 10, 20, 30 cm atstumas nuo mobiliojo telefono – tinkama apsauga nuo elektromagnetinio lauko energijos srauto tankio viršijimo rašant ar gaunant SMS žinutes, jungiantis prie mobiliojo interneto. Mobiliųjų telefonų elektromagnetinių laukų energijos srauto tankio priklausomybė nuo atstumo pateikiama grafikais.

Domestication Analyses and the Smartphone

2020 ◽  
pp. 14-28
Author(s):  
Leslie Haddon
Keyword(s):  
Mobile Phone ◽  
Case Studies ◽  
Mobile Internet ◽  
Mobile Media ◽  
History Of

The chapter first outlines the history of the domestication concept and how it evolved when applied by different researchers. This is then exemplified through diverse domestication studies of the mobile phone. In the case of the smartphone, the form of domestication analysis in part reflects how it is framed more generally (e.g., as mobile media or the mobile Internet), the level of the analysis (e.g., on the device or on an app), and which users are being considered. Two case studies, of older (9–16 years) and younger (0–5 years) subjects, are described to show how different domestication analyses are possible, in this case influenced by the age of the child. A typology is provided to illustrate some of the factors shaping domestication analyses.

scholarly journals The use of mobile phone functionalities by patients with asthma and their desire to use for self-care purposes

2020 ◽  
Vol 20 (1) ◽  
Author(s):  
Ehsan Nabovati ◽  
Mehrdad Farzandipour ◽  
Marzieh Heidarzadeh Arani ◽  
Hossein Akbari ◽  
Reihane Sharif ◽  
...  
Keyword(s):  
Social Media ◽  
Mobile Phone ◽  
Self Care ◽  
Mobile Internet ◽  
Internet Search ◽  
Instructional Information ◽  
Related Information ◽  
Care Services ◽  
Asthma Patients ◽  
To Receive

Abstract Background Mobile health (mHealth) has good potential for promoting self-care in patients suffering from chronic diseases. The patients' positive attitude toward this technology is a key factor for the successful implementation. The present study was conducted to investigate the asthma patients' use of mobile phone functionalities and their desire to receive self-care services through this technology. Methods This survey study was conducted in Iran in 2018. The study population consisted of 146 patients suffering from asthma. The data collection tool was a questionnaire containing items on the demographic characteristics of patients, current use of mobile phone functionalities, and desire to use them for receiving self-care services. Data were analyzed using descriptive and analytical statistics. Results Out of the 160 questionnaires distributed, 146 (91.25%) were completed. The majority of the participants had smartphones (84.9%). Less than half of the participants occasionally used mobile phone functionalities including mobile phone calls (42.5%) and mobile Internet (40.4%) to receive asthma-related information. A significant number of the participants had never used smartphone applications (72.6%) and E-mail (66.4%) to receive asthma-related information. The participants had their greatest use of Internet search, followed by social media, to receive information about asthma symptoms, allergenic and irritating substances, medicinal therapy, and how to use therapy aids. The participants were most willing to use social media for receiving asthma information, communicating with other patients, receiving reminders about doctor's appointment, and receiving warnings about the lack of asthma control. Conclusion In Iran as a developing country, asthma patients use Internet search mostly to receive instructional information and are willing to use social media rather than other mobile phone functionalities to receive self-care services. These patients believe that mobile phones are appropriate for receiving instructional information and reminders.

Youth culture and mobiles

2013 ◽  
Vol 1 (1) ◽  
pp. 83-88 ◽  
Author(s):  
Gerard Goggin
Keyword(s):  
Mobile Phone ◽  
Digital Media ◽  
Mobile Communication ◽  
Youth Culture ◽  
International Perspective ◽  
Mobile Internet ◽  
New Work ◽  
Mobile Media ◽  
Media Research

The category of youth has been a strategically important focus in the development of mobile communication and media research. This paper reviews the themes and findings of the first phase of youth and mobile phone research, followed by a phase of new work just underway on youth and mobile media and mobile internet. It argues for the importance of an enlarged, interdisciplinary, and international perspective if we are to advance the field – and our understanding of youth and mobiles – as the technology is incorporated into the larger field of internet, social, and digital media.

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