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Journal of Interactive Marketing 24 (2010) 111 – 120 www.elsevier.com/locate/intmar

Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues
Venkatesh Shankar, a,⁎ Alladi Venkatesh, b Charles Hofacker c & Prasad Naik d a Mays Business School, Texas A&M University, USA b University of California, Irvine, USA c Florida State University, USA d University of California, Davis, USA

Abstract Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer 's environment through anytime, anywhere mobile devices. We propose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition. We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues. © 2010 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
Keywords: Mobile marketing; Retailing; Interactivity; Wireless; Strategy; Marketing communications

Introduction Mobile devices are becoming ubiquitous. There is an explosion worldwide in the use of handheld electronic communication devices, such as mobile phones, digital music players, and handheld Internet access devices. As the number of such devices is multiplying,

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