Review of Mobile Marekting Literature
Literature Review
‘Mobile marketing’ is a dynamic and cutting-edge channel of communication for marketing messages. Before evaluating whether there is a future for mobile marketing, it would be sensible to analyse the current literature in this area.
To begin with, this paper will look into the growth of the mobile phone globally and how the term ‘mobile marketing’ has developed. From here, it is important to get an in-depth understanding of how consumers’ attitudes <TO WHAT?> contribute to their view of branding and how this affects marketing activity. Thereafter, the theories on effective short messaging service (SMS) marketing and the ‘theory of reasoned action’ will be introduced <WHY?>. Finally, the concept of permission-based marketing, relationship marketing and branding via the mobile phone will be discussed.
The key issue is whether or not mobile marketing presents marketers with golden opportunities to reach their target audience; the danger is consumers will find SMS campaigns an invasion of personal space, discarding all types of marketing messages received in such a way.
1.0 Global Mobile Phone Growth
The global penetration of mobile phones rose significantly from 79.1% to 87.2%, between 2004 and 2007 (MobileYouth 2005) <CHECK THIS; FOR WHICH AGE GROUP?>. With such a high percentage of the world’s population owning a mobile phone, marketers have the power to communicate offers directly to the target audience whenever and wherever they may be, offering much more personalised services. Opportunities in wireless marketing and advertising have therefore risen a great deal due to higher penetration (Tsang et al.,2004); Pavlou and Stewart (2000) reiterate this point, stating the advancement of mobile technologies has made interactions between consumer and advertiser increasingly rapid and easy. More than 1 billion mobile phones were sold globally in 2006, a 25% year-on-year increase. This equates to 15% of the world’s population
‘Mobile marketing’ is a dynamic and cutting-edge channel of communication for marketing messages. Before evaluating whether there is a future for mobile marketing, it would be sensible to analyse the current literature in this area.
To begin with, this paper will look into the growth of the mobile phone globally and how the term ‘mobile marketing’ has developed. From here, it is important to get an in-depth understanding of how consumers’ attitudes <TO WHAT?> contribute to their view of branding and how this affects marketing activity. Thereafter, the theories on effective short messaging service (SMS) marketing and the ‘theory of reasoned action’ will be introduced <WHY?>. Finally, the concept of permission-based marketing, relationship marketing and branding via the mobile phone will be discussed.
The key issue is whether or not mobile marketing presents marketers with golden opportunities to reach their target audience; the danger is consumers will find SMS campaigns an invasion of personal space, discarding all types of marketing messages received in such a way.
1.0 Global Mobile Phone Growth
The global penetration of mobile phones rose significantly from 79.1% to 87.2%, between 2004 and 2007 (MobileYouth 2005) <CHECK THIS; FOR WHICH AGE GROUP?>. With such a high percentage of the world’s population owning a mobile phone, marketers have the power to communicate offers directly to the target audience whenever and wherever they may be, offering much more personalised services. Opportunities in wireless marketing and advertising have therefore risen a great deal due to higher penetration (Tsang et al.,2004); Pavlou and Stewart (2000) reiterate this point, stating the advancement of mobile technologies has made interactions between consumer and advertiser increasingly rapid and easy. More than 1 billion mobile phones were sold globally in 2006, a 25% year-on-year increase. This equates to 15% of the world’s population