انتشار و موفقیت عوامل بازاریابی تلفن همراه

Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, short message services (SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS technology and sheds light on mobile marketing campaigns of large multinational organizations. Combining a literature review with results from the qualitative survey leads to a conceptual model of successful SMS advertising. The paper closes with future research avenues for this emerging marke ting tool.

Innovation creates marketing opportunities and challenges. Mobile media, for example, transcend traditional communication and support one-to-one, many-to-many and mass communication [1] and [2]. Phones and personal digital assistants increase the availability, frequency and speed of communication. Yet the technology associated with these devices, which let marketers personally communicate with consumers, continues to evolve. The most popular mobile application, referred to as text messaging in the UK or Short Message Service (SMS) in most other countries, attracted 580 million users who sent 431 billion messages in 2002 [3]. In the first quarter of 2004 users sent 135 billion SMS messages [4] and predictions are that 94.9 million mobile commerce users in 2003 will grow to 1.67 billion users by 2008 [5]. SMS will account for the bulk of mobile telephone companies’ revenues from data services until 2006 [6] and [7]. This high diffusion of SMS facilitates analyzing usage behavior and hints at the commercial potential of future communication services. Multimedia Messaging Services (MMS), for example, will build on the success of SMS [8] but allow for richer content based on similar asynchronous, digital and interactive communication. Studying interactive mobile services such as SMS and MMS suggests drawing upon theories in marketing, consumer behavior, psychology and adoption to investigate their organizational and personal use [1], [9], [10] and [11]. But research on mobile marketing via SMS is scarce [12], [13] and [14]. This paper uses two complementary techniques – quantitative Web content analysis and qualitative interviews – to help fill that void and address four research questions. What mobile marketing insights does Web coverage by the world’s leading companies provide? What do European experts conclude about mobile advertising via SMS? What model helps explain effective mobile advertising? Finally, what future research avenues merit exploration? This paper opens with a quantitative analysis of mobile marketing terminology used on the Fortune Global 500 Web sites. After this snapshot of mobile marketing, the subsequent section presents the second major contribution of the paper. Qualitative interviews with European experts on a subset of mobile marketing, SMS, yield proposed success factors and a conceptual model of mobile advertising. The paper closes with an analysis of the findings and their implications, as well as future directions for research.

Acknowledging the complementarities of the World Wide Web and mobile networks, a content analysis of the Fortune Global 500 Web sites investigated the adoption of mobile business models and technologies by region and industry. The results suggest geographic and industry differences in the diffusion of mobile marketing. A perceptual map based on correspondence analysis visualized the importance of mobile technologies by industry, identifying a strong presence not only among technology providers such as telecommunications and electronics companies, but also strong interest for applying mobile services within the automotive and financial sectors. After developing a broad overview of mobile marketing based on the presence of terms on global Web sites, this paper presented a conceptual model of effective SMS advertising based on a qualitative survey among senior management and academic experts in the field. The model sheds light on nascent forms of mobile advertising. It distinguishes two categories of success factors, message and media characteristics, which influence three dependent success measures: consumer attention, consumer intention and consumer behavior. The results of these qualitative and quantitative studies give managers insights into current mobile marketing and mobile advertising. These results also indicate future research areas, such as culture. A growing field of research supports that culture influences the adoption of technology [36] and [37]. For example, could cultural factors help explain Japan’s rapid adoption and the lagging deployment of mobile technology in the United States? To explore the role of culture, the language detection algorithm must be extended given Asia’s increasing importance in the production [98] and consumption [35] of mobile content. In addition to longitudinal studies of the Fortune Global 500, further conceptual work is imperative, possibly drawing upon theories in marketing, consumer behavior, psychology, and diffusion of innovation [1], [9], [10], [11] and [99]. Future research should investigate emerging standards such as MMS and their impact on planning, executing and evaluating mobile marketing campaigns. Given the ubiquity of mobile devices, what mechanisms determine consumer attention and consumer behavior? User questionnaires and observations of behavioral patterns will help validate the proposed success factors of mobile marketing.