Mobile marketing: the role of permission and acceptance

Barnes, Stuart J.; Scornavacca, Eusébio

doi:10.1504/ijmc.2004.004663

Cited by 249 publications

(174 citation statements)

References 13 publications

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“…As providers of marketing and promotion seek to sell goods or services, they need to capture consumer intention through the mobile device. 19 Two key issues regarding capturing consumer attention in mobile marketing are permission and disturbance.…”

Section: Mobile Marketing: Permission and Disturbancementioning

confidence: 99%

Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Hosbond¹,

Skov

2007

J Target Meas Anal Mark

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is an associate professor in the Human -Computer Interaction Lab at Aalborg University and holds a PhD in Human -Computer Interaction from 2002. His research interest is centred around mobile and pervasive computing, with a particular focus on understanding and extending existing approaches to evaluating mobile systems and how to utilise location-based services. Keywords mobile marketing , location-based services , micro mobility , supermarkets , shopping trolleys , mobile consumersAbstract Mobile marketing refers to marketing of services or goods using mobile technology and mobile marketing holds potentially great economical opportunities. Traditionally, mobile marketing has been viewed as mobility in the large taking place virtually anywhere, anytime. Further, research shows considerable number of studies on push-based SMS mobile marketing campaigns. This paper explores a related yet different form of mobile marketing namely micro mobility marketing . Micro mobility marketing denotes mobility in the small, meaning that promotion of goods takes place within a circumscribed location, in our case a medium-sized retail supermarket. Two prototypes based on push and pull marketing strategies are implemented and evaluated. Taking outset in a synthesis of central issues in contemporary research on mobile marketing, we discuss their role in micro mobility marketing to point to similarities and differences between micro mobility marketing and the traditional mobile marketing in the large. Finally, we suggest areas for further study.

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Section: Mobile Marketing: Permission and Disturbancementioning

confidence: 99%

Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Hosbond¹,

Skov

2007

J Target Meas Anal Mark

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“…While the potential of the mobile medium in CRM is widely acknowledged among academics (e.g. Martyn 2001, Kannan et al 2001, Barnes & Scornavacca 2004, Aungst & Wilson 2005, many studies have emphasized that the emergence of new channels, such as the mobile medium, is significantly altering how companies interface with their customers (e.g. Schultz & Bailey 2000, Parvatiyar 15 & Sheth 2001, Bradshaw & Brash 2001, Peltier et al 2003.…”

Section: "Mcrm Enables Personalized and Interactive Communication Witmentioning

confidence: 99%

“…Newell & Newell- Lemon (2001) Understanding the new rules of wireless CRM -anytime, anywhere-is critical to organizations' long-term success Kannan et al (2001) wireless [mobile] technology is ideal to implement the concept of CRM Martyn (2001) Mobile customers relationship management systems (MCRM) will be a requisite to compete and retain customers who are mobile users Barnes & Scornavacca (2004) The convergence between marketing, CRM and m-commerce represents a potentially powerful platform for wireless marketing Payne & Frow (2004) Call for research on how organizations use new mobile technologies when engaging with customers in the CRM context Boulding et al (2005) CRM research should focus on sub-processes, instead of entire CRM, since CRM is too complex and integrative for one study. Frow & Payne (2009) What is the current and future role of different channels in CRM?…”

Section: Studies Argumentmentioning

confidence: 99%

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Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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“…Permission and acceptance are core issues to be resolved in mobile communication. 9 Cost performance: Postcard coupons entail postcard and printing charges, which depend on the number of coupons. On the other hand, an unlimited number of mobile coupons can be sent out with an initial cost of a personal computer facility and mail software and a running cost largely comprising internet communication charges.…”

Section: Characteristics Of Mobile Dmmentioning

confidence: 99%

Stimulating customer response to promotions: The case of mobile phone coupons

Kondo

Uwadaira²,

Nakahara³

2007

J Target Meas Anal Mark

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This paper explores whether the sending of direct mail (DM) coupons via mobile phone increases the probability of beauty salon customers using a coupon when visiting the store. Customer research was conducted after the statistical analysis of an experiment in 2004, in which a mobile DM coupon did not positively affect customers ' store visit probability, but a coupon sent on a postcard did. This research examines the promotional effects of three types of mobile DM coupon on the probability of shop visit, coupon use and additional service purchase by adding two types of mail that might induce customers to take an action for strengthening recall of receipt. The variable of mobile DM coupon availability was statistically signifi cant on store visit. The variable of mobile DM coupon type was statistically signifi cant on coupon use probability, with positive effects of hyperlink vs negative effect of ordinary mail or telephone reservation mail (ie ' ordinary mail ' , ' hyperlink mail ' and ' telephone reservation mail ' ).

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Mobile marketing: the role of permission and acceptance

Cited by 249 publications

References 13 publications

Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Mobile Customer Relationship Management: a communication perspective

Stimulating customer response to promotions: The case of mobile phone coupons

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