Diffusion and success factors of mobile marketing

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 qua...

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Bibliographic Details
Published inElectronic commerce research and applications Vol. 4; no. 2; pp. 159 - 173
Main Authors Scharl, Arno, Dickinger, Astrid, Murphy, Jamie
Format Journal Article
LanguageEnglish
Published Amsterdam Elsevier B.V 01.06.2005
Elsevier BV
Subjects
Content analysis
Fortune Global 500
Marketing
Mobile commerce
Mobile data services
Online marketing
Service introduction
Short Message Services (SMS)
Success factors
Web content analysis
Mobile commerce
Success factors
Short Message Services (SMS)
Online marketing
Mobile data services
Fortune Global 500
Web content analysis
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Summary: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.
ISSN:1567-4223
1873-7846
DOI:10.1016/j.elerap.2004.10.006