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Mobile Marketing: from Strategy to Implementation

Source: www.marshall.usc.edu
Topic: Marketing Strategy

Sort Desciption: Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign ... 2003) our understanding of mobile marketing strategy formulation and ...

Content Inside: Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation Matti Leppniemi Faculty of Economics and Business Administration University of Oulu P.O. Box 4600 University of Oulu FIN-90014 Finland matti.leppaniemi@oulu.fi Heikki Karjaluoto Faculty of Economics and Business Administration University of Oulu P.O. Box 4600 University of Oulu FIN-90014 Finland heikki.karjaluoto@oulu.fi Mobile Marketing: from Marketing Strategy to Mobile Marketing Campaign Implementation Abstract Over the past few years mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing our understanding of this topic of growing interest and importance remains deficient. Therefore the objective of this article is to provide a comprehensive framework intended to guide research efforts focusing on mobile media as well as to aid practitioners in their quest to achieve mobile marketing success. The framework builds on the literature from mobile commerce and integrated marketing communications (IMC) and provides a broad delineation as to how mobile marketing should be integrated into the firm’s overall marketing communications strategy. It also outlines the mobile marketing from marketing communications mix (also called promotion mix) perspective and provides a comprehensive overview of divergent mobile marketing activities. The article concludes with a detailed description of mobile marketing campaign planning and implementation. Introduction Mobile marketing is a topic of growing interest and importance. While the evidence of mobile marketing effectiveness is still scarce marketers around the world are spending increasing amounts of money on marketing activities in mobile media. This is due in large part to the fact that companies are seeking ways to get better value for their marketing investments in rapidly changing marketing communication ...

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