Mobile Marketing

858 Words2 Pages
bulb-icon

Recommended: Chronological essay on cellular phone communication evolution

An Outlook of Mobile Commerce

Driven by a widespread understanding of the Internet's capabilities, the power of electronic commerce, and advances in wireless technologies and devices, mobile commerce (m-commerce) is rapidly approaching the business forefront.

Mobile commerce is defined in the academic literature in the areas of management information systems, management, finance, accounting, as well as marketing. Each area has its own distinctive point of view as to what constitutes mobile commerce. Some definitions overlap, others are unique to the nature of the business unit, and many are ad hoc. For instance, Management Information Systems looks at mobile commerce from the perspective of the technologies involved, finance and accounting look to develop the financial advantages of mobile commerce, and marketing views things from the standpoint of customer promotion, transactions and service. Given these different perspectives, it is important to identify a general definition of mobile commerce that can be used by the entire organization as a whole, while still being applicable from each departmental standpoint.

When defining mobile commerce in a marketing context, it is important to focus both from the perspectives of the firm and the customer in order to understand the value and benefit that each will gain from engaging in mobile commerce transactions. Mobile commerce should be described in terms of its distinguishable elements from other marketing channels used by the consumer, and its inimitable abilities to uniquely foster customer growth for the firm. Mobile commerce is unique in that, unlike other marketing channels, it is location and time independent.

With all things considered, we offer a definition of mobile commerce that is based in a marketing framework, with its unique dimensions: mobile commerce refers to the ability to offer value through virtual transactions that allow for location-specificity and time-sensitivity, as well the ability build personalized relationships with the customer. Mobile commerce applications fall into three main categories: transaction management, digital content delivery, and telemetry services.

With a brief outlook into mobile commerce, we now proceed to get an understanding about mobile marketing which will enable us to make a smooth transition into understanding the features, perception and prospective aspects of mobile advertising and how organizations and marketers can utilize mobile marketing to better serve the consumers and be beneficial to the organizations as well.

Introduction to Mobile Marketing

Mobile marketing is advertising or marketing related messages sent to a mobile phone. The emphasis of the marketing communication is via short message services (SMS) but can also include emails accessed by mobile phones and multi-media messaging services (MMS).

Show More
Related

  • An Analysis Of Anthony Morrison's Mobile Optin

    1045 Words  | 3 Pages

    Mobile Optin is an email marketing software created by Anthony Morrison. Anthony has spent many years teaching and doing research on how the benefits of email marketing. His email marketing workshops has been attended by more 250,000 people, with many more reading his internet marketing books. Anthony’s email marketing strategies are based on a number of facts. The first fact is many people know how to send emails. This makes it easy for them to desire learning something new. Secondly, email marketing is very simple, compared to the complex and more analytical marketing strategy of running ads via sites such as Google and Facebook. The other fact is Mobile Optin software is optimized to give businesses and individual

    Read More

  • Controversy Shopper

    763 Words  | 2 Pages

    Today’s tech-savvy shopper relies on internet research and mobile technology to make purchasing decisions. Every time a potential customer conducts a search, it creates a digital moment, a brief, online interaction that answers an immediate question or need. Creating a company website that is mobile friendly will help your company provide information in response to these moments. Knowing the major digital moments created while car shopping can help you cater to the modern shopper.

    Read More

  • Internet Marketing

    813 Words  | 2 Pages

    Being a writer isn’t a complicated task, but being a messageful writer requires lot of experience and inner self-presentation. James Baldwin was a very great writer. He expresses his inner feeling into his writing, which makes him true writer. When ever he wrote something always contain some kind of message. Most of his writing about African American culture where he raised. His writing tells the story of pain. He painted cruel history of black community into his writing. His writing contains lot of pain and anger, which could only describe by his writing. He was a one of the leader who speeches his nation by his writing. After reading his piece of art, which was presented via short stories and many books, I have come to perceive James Baldwin as a legendary writer. Through his short stories, Baldwin expresses the truth about his life. It seems that most of Baldwin's life was spent during times of extreme racism and he was strongly discriminated against due to his racial and ethnic background. Some of his stories were written in the middle of 19th century, a time when American citizens were distinguished by their color. It was a time when black and white people had their own separate worlds in which they were living. It was very hard to break the narrow-minded ways of many racist people. In other words, there was a self-created border between both races. In his stories, "Previous Condition" and "Sonny's Blues," Baldwin has developed characters to fight against racism in attempts to live their lives as they please.

    Read More

  • A Modest Proposal

    719 Words  | 2 Pages

    Advent of smartphones leading to M-commerce in India A Frost & Sullivan report indicates that India adds five million new internet users a month and all are on mobile. " There are 230 million internet users out of which 130 million are mobile internet users [13]. Mobile is driving the market, especially in tier two and tier three cities in India. Half of the online shoppers in tier three cities are already on mobile, compared with just

    Read More

  • General Environment of T-mobile

    1823 Words  | 4 Pages

    Compared with the rate of many decades before, the rate of mobile usage is zooming these days. The developments of general economy and technology revolute peoples’ life styles and bring mobile business into a new page. Nowadays, business trends could still make a huge difference in those mobile companies.

    Read More

  • Integrated Marketing Communication Plan for Nokia

    2889 Words  | 6 Pages

    The following report presents an Integrated Marketing Plan for Nokia in the UK. The plan deals with media planning, segmentation, strategic and tactic planning of IMC, evaluation and such. The main aim of this plan is to expand Nokia’s consumer base, establish Nokia’s brand values and position it among the target audience, and also communicate the brand values with customers effectively, while simultaneously influencing sales to grow. This plan is created to ensure maximum effectiveness in Nokia’s marketing approach. The main aim of this plan is to assist Nokia in their IMC activities in the UK.

    Read More

  • Iphone Marketing Case Study

    754 Words  | 2 Pages

    Apple Inc. is a company that has has had some major ups and downs over the

    Read More

  • Digital Wallet Case Study

    1717 Words  | 4 Pages

    In today’s world, a Smartphone has become essential part of daily life. There was a time when transactions happened through barter system. Thereafter was the emergence of notes and coins. And presently, the world is moving towards the “Digital Wallet”. Due to technology, mobile users can use their Smartphone to make money transactions or payments by using applications installed in their phone. Digital wallet system is an essential part of electronic commerce. E-commerce provides the capability of trading on the internet. A digital wallet is a virtual service used as a substitute for physical cash. The present study tries to study the various factors that can affect a consumer’s

    Read More

  • The Role of Organizational Capabilities in E-Business Implementation

    3754 Words  | 8 Pages

    Wang, S., Cheung, W. (2004) ‘E-business adoption by travel agencies: prime candidates for mobile e-business’, International Journal of Electronic Commerce, 8(3), pp. 43-63.

    Read More

  • Social Media Implications

    933 Words  | 2 Pages

    Kaplan, Andreas M. (March–April 2012). "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4". Business Horizons 55 (2): 129–139. Retrieved 9 December 2012.

    Read More

  • Marketing In Digital Marketing

    985 Words  | 2 Pages

    Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.

    Read More

  • Advantages of Direct Marketing

    1758 Words  | 4 Pages

    The direct marketing activities help this objective by reinforcing the original buying decision and then by building the relationship that is good with customers step by step. Along this process are when you get the customers to repeat the purchase of a mobile phone or any other products like hands free, car chargers and many other services provided by T-Mobile like texting etc. There is need to have an effective relationship with customers and direct marketing does that by setting up a marketing database. With today’s technical advances it is becoming easy for businesses to take full advantage of an effective database management and marketing strategy.

    Read More

  • Marketing in Business

    2002 Words  | 5 Pages

    Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.

    Read More

  • The Evolution of Cell Phones

    1629 Words  | 4 Pages

    The year is 2014, the markets are changing constantly, and they always have to meet the needs of new consumers as well as old consumers. Mobile telephones have been in the retail and wholesale business for quite some time, and are only evolving from here on out. There are things that these cell phones can bring us that are major benefits in our everyday lives. Cell phones bring us maps, radios, address books, and even flashlights now. Cell phones have taken shape from a huge portable device to a more convenient thin device that can fit in your pocket. With time in any consumer market, the consumer adapts to the technology that makes their life easier. The constant innovation of cell phones has led us to smart phones, and these smart phones are capable of putting certain businesses out of the market. Businesses that engineered PDAs in the past were met with challenges because smart phones are able to match their productivity. Land lines have become useless since everyone can afford a mobile device now. Listening to music has also switched from a traditional CD Player/MP3 Player to an everyday smart phone.

    Read More

  • Do Smartphones Help Companies to Be More Profitable?

    1486 Words  | 3 Pages

    The integration of a variety of information systems into business operations is necessary for growth in the dynamic business environment. These information systems can be minimized and fixed into mobile devices such as smartphones. The use of smartphones can play an important role in supporting business processes and operations, developing strategies for competitive advantage and decision making. These smartphones allow employees to be linked to the office, its data and resources, without being in the office. The use of smartphones for business processes can make the business more efficient and effective. They make it easier for co-workers to communicate among themselves and facilitates better communication between the business and its employees, customers, suppliers and even other businesses, and makes it possible in real-time. For CPS Energy and Lloyd’s Construction, although they were doing well, they realised that they could do much better. They needed to find new ways to further cut costs and maximize profitability. They both decided that the best way to do that was through the introduction of smartphones in their business operation.

    Read More

More about Mobile Marketing

Open Document