Permission-based mobile advertising

Barwise, Patrick; Strong, Colin

doi:10.1002/dir.10000

Cited by 430 publications

(314 citation statements)

References 2 publications

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“…Thus, building on mobile commerce literature (e.g. Barwise & Strong 2002, Kavassallis et al 2003, Bauer et al 2005, Nysveen et al 2005, Jelassi & Enders 2006, Shankar & Balasubramanian 2009) this study strives to identify salient characteristics that are vital in CRM (these characteristics are elaborated on chapter 2.2.1).…”

Section: Mobile Commercementioning

confidence: 99%

“…However, the user should be able to withdraw permission for the company to use his or her contact details for marketing purposes immediately, easily and without costs. In addition, it has been argued that companies benefit from getting consumers' permission to be contacted (Marinova et al 2002) Strong 2002, Tsang et al 2004, Heinonen & Strandvik 2007) that the customers are more willing to receive messages through the mobile medium if it was sent with their permission. Accordingly, and in contrast to any other media, the mobile medium as a channel needs to be complemented by some other channel at least in the initiation phase of communication (see e.g.…”

Section: Communication Phasesmentioning

confidence: 99%

“…Anckar & D'Incau 2002, Tsang et al 2004, Balasubramanian et al 2010, the need for permission (e.g. Barwise & Strong 2002, Barnes & Scornavacca 2004, Heinonen & Strandvik 2007), cost-efficiency (e.g. Kavassallis et al 2003, Shankar & Balasubramanian 2009, Duran 2010, traceability (e.g.…”

Section: Conceptual Contributionsmentioning

confidence: 99%

“…Anckar & D'Incau 2002, Shankar & Balasubramian 2009, Duran 2010, interactivity (e.g. Barwise & Strong 2002, Bauer et al 2005, Valsecchi et al 2007) and lean communication (e.g. Nysveen et al 2005, Jelassi & Enders 2006, Shankar & Balasubramanian 2009).…”

Section: Conceptual Contributionsmentioning

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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Section: Mobile Commercementioning

confidence: 99%

Section: Communication Phasesmentioning

confidence: 99%

Section: Conceptual Contributionsmentioning

confidence: 99%

Section: Conceptual Contributionsmentioning

confidence: 99%

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Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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“…The body of previous research into mobile marketing is growing; ranging from permission based advertising (Barwise & Strong, 2002) and the effectiveness of mobile advertising (Choi, Hwang & McMillan, 2008) to accessing mass-mediated content from mobile devices (Dimmick, Feaster & Hoplamazian, 2010). Significant studies have been conducted in technologically advanced countries, for example, South Korea (Hjorth, 2008), Taiwan (Wei & Lo, 2006), Japan (Ito, 2005), and Finland (Battarbee & Koskinen, 2005), where individuals are more predisposed to technology acceptance and adoption and are not restricted by limited access or affordability constraints to technology products and services.…”

Section: Introductionmentioning

confidence: 99%

Conventionalists, Connectors, Technoisseurs and Mobilarti: Differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers

Goneos-Malka¹,

Strasheim²,

Grobler³

2014

Journal of Retailing and Consumer Services

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The high penetration of mobile phones amongst the South African population presents mobile phones as an attractive interactive marketing communication medium. This paper argues that the access and actual use of different phone device features can be productively used as a segmentation approach, which may enable marketers to be more effective in planning interactive marketing communication plans. This study, based on 330 students, developed segments derived from mobile phone usage patterns using cluster analysis. The outcome revealed four clusters that were named: Connectors, Conventionalists, Technoisseurs and Mobilarti. Connectors made daily use of a full range of communication functions.Conventionalists were inclined to limit their use of mobile phone features to talking and texting. Technoisseurs were found to use a whole range of sophisticated mobile phone facilities. Mobilarti were identified as a group of expert users; using the full range of functions available to them on their phones, despite recording the lowest percentage of 2 smartphone ownership when compared to the other groups. These groups were further profiled by analysing attitudinal and behavioural variables pertaining to two newly developed postmodern dimensions, which were introduced in the study as mobile importance as an attitudinal aspect, and social transformation as a behavioural outcome. For marketers, an understanding of the proposed segments, as well as the differences in attitudes towards mobile importance and social transformation behaviours, coupled with typical financial and social realities of these segments, allow targeting strategies that are more clearly actionable.

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Digital Marketing

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2015

Wiley Encyclopedia of Management

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Permission-based mobile advertising

Cited by 430 publications

References 2 publications

Mobile Customer Relationship Management: a communication perspective

Mobile Customer Relationship Management: a communication perspective

Conventionalists, Connectors, Technoisseurs and Mobilarti: Differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers

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