Utilization of mobile advertising in B2C marketing
Abstract: Mobile advertising is becoming a hot topic as wireless networking continues
to develop and the number of mobile subscribers is increasing worldwide.
Thus mobile phone opens up a new dimension for the marketer to build strong
customer relationship by providing the customers with their desired
information through mobile phones at any place any time. However, little is
known about how mobile technologies and applications can be incorporated
into marketing activities in contrast to internet-based advertising. The
effects of mobile advertising have not been investigated sufficiently. The
purpose of this study, therefore, is to provide a better understanding on
how mobile advertising can be utilized in B2C marketing. In order to reach
this purpose, three research questions were asked about the applications in
mobile advertising, the technologies available, as well as the success
factors. Using the research questions as a guide, a literature review was
conducted, resulting in a conceptual framework, developed to guide the
study’s data collection. In order to collect data, a qualitative approach
and multiple case study strategy has been utilized, using personal
interviews and limited documentation to collect data. The findings and the
conclusion of this study indicate that technology acts as the primary
facilitator of mobile advertising. To increase the popularity of mobile
advertising applications, factors such as personalization, customer
permission, control and privacy should all be considered by the companies
with high importance. Companies must keep in mind that the mobile phone is
a very personal device, so any services provided via mobile phone should be
dealt very carefully.
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