شخصی سازی تبلیغات تلفن همراه : ویژگی های کلیدی آن، روندها، و تأثیر اجتماعی

Advertising media are a means of communication that creates different marketing and communication results among consumers. Over the years, newspaper, magazine, TV, and radio have provided a one-way media where information is broadcast and communicated. Due to the widespread application of the Internet, advertising has entered into an interactive communications mode. In the advent of 3G broadband mobile communication systems and smartphone devices, consumers' preferences can be pre-identified and advertising messages can therefore be delivered to consumers in a multimedia format at the right time and at the right place with the right message. In light of this new advertisement possibility, designing personalized mobile advertising to meet consumers' needs becomes an important issue. This research uses the fuzzy Delphi method to identify the key personalized attributes in a personalized mobile advertising message for different products. Results of the study identify six important design attributes for personalized advertisements: price, preference, promotion, interest, brand, and type of mobile device. As personalized mobile advertising becomes more integrated in people's daily activities, its pros and cons and social impact are also discussed. The research result can serve as a guideline for the key parties in mobile marketing industry to facilitate the development of the industry and ensure that advertising resources are properly used.

Advertising media plays an important role for advertisers in product sales and marketing. Different media will create different marketing and communication results for consumers. In general, there are five major advertising media categories: magazine/newspaper, TV, radio broadcast, Internet, and mobile communications. The traditional forms of advertising media are passive in nature. In other words, advertising messages are displayed in text, pictures, or graphics in media forms such as magazines and newspapers. In contrast, radio broadcasting and TV are dynamic media that can deliver voice and video advertising messages to consumers. However, magazines/newspapers, radio broadcasting, and TV advertising media cannot deliver personalized advertising for different target markets. Given the high penetration rate of the Internet and its interactive nature, instead of only receiving advertising messages, consumers can now proactively search for necessary advertising information. Furthermore, personalized advertising can also be accomplished through interactive Internet communications. In 2G mobile communications, the typical data transfer rate achievable on a Global System for Mobile Communications (GSM) network is 9.6 kilobits per second, which leads to user frustration because of long download times. The low transfer rate also severely limits the richness of information and complexity of the wireless data services and applications that can be offered [1]. With the wide deployment of mobile communications and in the advent of 3G mobile communication systems, increased bandwidth enables mobile advertisers to deliver multimedia advertising information to consumers. In addition, the enhanced communication speed and bandwidth allow mobile consumers to surf the Internet for advertising information. Consequently, the possibility of delivering the correct advertising message to the right people at the right time has become possible [2]. With the availability of mobile broadband communication, mobile carriers and advertisers are all aggressively preparing for multimedia-related applications and services [3] and [4].

Advertising continues to evolve from mass distribution to personalized messages. On the one hand, mass-distributed advertising messages continue to build a brand image in consumers' minds. On the other hand, personalized advertising messages can proactively add value and support to consumers' daily lives and seamlessly be integrated into people's daily activities. For example, consumers' favorite products and services can now be linked to the consumers' itinerary and be presented to them at the right time and at the right place to meet their needs. The mass and personalized advertising messages can work hand in hand to complement each other in promoting products and services. However, as personalized advertising starts to integrate into people's daily lives, consumer privacy could become an issue, particularly if a security issue is caused by the misuse of private information. Moreover, personalized advertising could potentially promote a consumption-oriented society, which may not be in the best interest of the environment. One thing is certain: personalized advertising will affect people's future purchasing behavior and be more interactive with advertisers and commercial vendors and suppliers. In Japan, an analysis of successful mobile services and the lead users suggests that the integration of mobile sites with other media is a major driver of mobile shopping. For example, a growing fraction of Net Price's Xavel and Index's sales are for products introduced in television programs and magazines, respectively. Xavel has used the success of mobile shopping to open stores and begin connecting the virtual and physical worlds with 2D bar codes and phones that read them with cameras and bar code recognition software. Opposed to replacing other media as some argued the PC Internet would do in the late 1990s, this suggests that the mobile Internet will likely draw on the advantages of these media and the consumer behavior established from them. Integrating mobile sites with magazines and radio and TV programs enables the mobile sites to draw on existing consumer search processes in other media [69].