Mobile Marketing Overview Mobile Marketing Association (MMA) defined mobile marketing as “the use of wireless media as an integrated content delivery and direct-response vehicle within a cross-media marketing communications program.” We adopt their definition in this web and highlight its emphasis on two way communications and integration of mobile media into a cross-media marketing communications program Mobile Marketing + Marketing Strategy = Integrated Marketing Communication (IMC) IMC guidelines for Company’s Mobile Mareting Communication Activities and it is called as Framework of Mobile Marketing Environment (Peltier et al, 2003)
Mass adoption of technologies : Radio ……………………………….…… 35 years Television ……………………………… 25 years Mobile Phone …………………….….10 years Internet ………………………………… 5 years Mobile Internet …………………... ? years (Fontenot, 2007)
Convergence Driving Growth : “By 2006, over 50% of Internet access will be by non-PCs.” - Meta Group “By 2006, 61.5 million wireless users will use the web in the US.” - IDC “By 2007, 1 billion wireless subcribers worldwide.”- Strategis Group “By 2006, 1 billion mobile devices will be used worldwide.” - Gartner Group “By 2008, $121 billion in US Mobile commerce revenues.” - Merril Lynch ( Fontenot, 2007)
THREE MAIN MOBILE PROMOTIONAL TOOLS :
ONE ALSO CONSIDERED AS MOBILE PROMOTIONAL TOOL :
Characteristics of Mobile Ads :
Framework of Mobile Marketing Environment Mobile Marketing Planning, Implementation, & Evaluation
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