تبلیغات پیامکی چیست و چرا شرکت های چند ملیتی آن را اتخاذ می نمایند ؟ پاسخ از یک مطالعه تجربی در بازارهای اروپا

This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It hypothesizes that managerial intentions to use this medium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to use location-based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological infrastructure. Results support the notion that managers from the European Union, Japan, and the United States will be more likely to adopt SMS advertising if they perceive it has the ability to help build the brand. They are also likely to perceive information security as a threat to the ability to “push” the product through the wireless channel. Results also suggest that managers give significant weight to the penetration of the technological infrastructure needed to run the ads through SMS-based messaging service.

he Internet-enabled mobile phone has proliferated rapidly in many markets. Following the first release of WAP (wireless application protocol) in 1998, firms began to send news alerts and location-sensitive ads to mobile users (Sadeh, 2002). Because of the very personal nature of the mobile phone, the use of short message services (SMS) and multimedia messaging services (MMS) for marketing purposes has drastically increased in many parts of the world. For example, a report issued by Portio Research indicates that the annual sales revenue of the SMS market will reach $50 billion worldwide by 2010, with some 2.38 trillion text messages sent (Halett, 2005). Although MMS is currently used less, it seems clear that a rapid advancement of mobile technology will accelerate the use of visuals, videos, and music in the exchange of messages in the near future. Table 1 summarizes key terms of mobile communication technology.

As with the evolution of advertising on the Internet, any dramatic annual increase in mobile advertising expenditures is likely to take some time. As Barwise and Farley (2005) note, the use of mobile advertising by firms is still limited. However, the findings of this study suggest that managers of firms operating in European markets perceive an opportunity to use mobile commerce as a brand-building device. Given the fundamental importance of brand-building to today's marketers, this perception bodes well for the future growth of mobile advertising. Of course, for the use of this medium to expand, marketers will have to learn how to use it properly. In this regard, probably one of the most important implications of the present study is how to overcome consumers' negative perceptions of privacy intrusion by mobile-based promotional messages. This finding makes considerable sense, given the SPAM/SPIM epidemic, which is of great concern to consumers. Moreover, it stands to reason that consumers will be more receptive to messages for brands that they like. The limited research available clearly suggests that opt-in approaches are more likely to be associated with effectiveness. However, it is virtually unknown why consumers choose not to opt-in or avoid mobile messaging. Researchers should further investigate this aspect. In many respects, mobile advertising provides an opportunity both to engage in relationship marketing with customers and to build brand equity. The ability to provide an interactive exchange affords the opportunity to build excitement for the brand. More opportunities are afforded by this medium due to the availability of sending messages at any time and any place in an “always on” environment. While future technological developments may make the use of location-specific messages more common than we find in this study, it is clear that mobile advertising does offer some unique advantages that at least some marketers should consider capitalizing on.