On Target Marketing in Mobile Devices : MBA-thesis in marketing

Abstract: In the best of worlds, all marketing is relevant. This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement. Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed. Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the Long Tail phenomena is shaking the old media houses’ business position. Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity. From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses Schibsted and Aftonbladet, search engine provider as Google and a marketing agency, Mobiento Mobile Marketing.  Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “target marketing house concept” points out four significant areas for companies to benefit from the power of target marketing in mobile devices. Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.