Mobile advertising in B2C marketing

Abstract: There has been lot of projections about the explosive growth of mobile
applications and wireless advertising due to high penetration of advance
mobile phone around the globe. Recently some form of advertising is being
conducted via the wireless devices such as mobile phones, and PDAs. This
remarkable development provides opportunity for companies who are
innovative to use this medium to reach out to target customers. The purpose
of this research was to investigate how organizations use mobile
advertising in B2C Marketing. To reach this purpose we have studied two
companies, and we tried to find out the factors that affect their decision
to adopt mobile advertising, the type effective campaigns and the forms of
mobile advertising which is being implemented. We conducted multiple case
studies of two European companies. The data were obtained by telephone
interviews from two senior executives of the companies.