Leveraging Wireless Technology for Mobile Advertising

This paper is based on research conducted in cooperation with 12Snap, the leading European mobile marketing company, which has implemented large-scale mobile advertising campaigns with companies such as McDonald’s, Nestlé, Microsoft, Coca Cola, Adidas and Sony. To set the overall stage, we first discuss the advantages and disadvantages of the mobile phone in comparison to other marketing media. Then we propose a framework of different types of advertising campaigns that can be supported through the usage of mobile devices. These campaign types include (1) mobile push campaigns, (2) mobile pull campaigns, and (3) mobile dialogue campaigns. Building on this framework, we analyze different campaigns that 12Snap implemented for different consumer goods and media companies. Drawing from these experiences we then discuss a number of key management issues that need to be considered when implementing mobile marketing campaigns. They include the following themes: (1) the choice of campaign type, (2) the design of a campaign, (3 ) the targeting of the youth market and (4) the combination of different media types to create integrated campaigns

An Empirical Study on Effectiveness of SMS Marketing in Developing Countries with Special Focus on Pakistan

Mobile marketing also known as wireless marketing is a model of advertising that targets users of handheld mobile instruments like cell phones and Personal Digital Assistants (PDAs). Mobile or SMS Marketing allows direct communication with the consumers, targeted audience and potential market of the company with much ease and in less time. [1] (Haghirian, 2001). SMS marketing can be more cost effective than other medium as its main cost is just buying or collecting cell phone numbers. In developed countries it is very common exercise and also considered as highly effective tool but in developing this subject is still in its experimental phase [2] (Dickinger, Haghirian & Murphy, 2004). Keeping in view this status, an empirical study to identify the Effectiveness of SMS marketing in developing countries especially in Pakistan is conducted. This study identifies pattern of influences on consumer behavior in terms of recall, recognition, reception and expected action towards marketing messages in the most cost effective and time saving manner. In addition, the research also unveils associated challenges in terms of consumer privacy, spam or bulk messages, undesired information, clutter and breach of consumer space and identifies ethical landscape of using this significantly important and prompt marketing tool. Keywords: Consumer Behavior, Consumer Privacy, Ethical Landscape, Mobile Devices, SMS Marketing

A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research

Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we examine 55 case studies in order to identify relevant characteristics of mobile marketing campaigns. The outcome of the paper is the derivation of four mobile marketing standard types and an examination of campaign objectives that can be addressed by mobile marketing. The proposed scheme allows to unambiguously characterize any given mobile marketing campaign and to identify the respective objectives.

Contenido racional VS contenido emocional en la Publicidad a través del Móvil

Advertising tries to find its place in the new consumer-centered paradigm for media communication. Consumers no longer are a uniform group, passive and powerless. Mobile technology has set some specific conditions that determine this particular sender-receiver relationship. In this context, there is a need for evidence about the effectiveness of traditional advertising strategies in this rather new channel. This study explores the relationship between the relevance of rational or emotional mobile advertising contents and the product’s target cognitive and affective attitude components. An experiment was carried out in which two types of short messages (rational/emotional) advertising an eBook were sent to two groups of participants, and questions about its content were asked through an online questionnaire. Participants had been previously screened according their new role in the communication process. Results indicate that the cognitive processing component is significantly better rated than the affective component. Thus the rational strategy is more effective than the emotional one when talking about mobile advertising.La publicidad intenta encontrar su lugar en el nuevo paradigma comunicativo centrado en el consumidor. Este consumidor ha dejado de ser masivo, pasivo y sin poder. La tecnología móvil ha establecido unos condicionantes específicos que determinan una relación muy particular entre emisor y receptor. En este contexto, se precisan evidencias sobre la eficacia de las tradicionales estrategias de la publicidad en este nuevo medio. Este estudio explora la relación entre la relevancia de los contenidos racionales o emocionales en la publicidad a través del móvil y su correlación con los componentes cognitivos y actitudinales del target. Se llevó a cabo un experimento en el que dos tipos de mensajes (racional/emocional) publicitando un eBook fueron enviados a dos grupos de sujetos, a los que se les preguntó sobre su contenido mediante un cuestionario online. Los sujetos habían sido filtrados anteriormente de acuerdo a su nuevo rol en el proceso comunicativo. Los resultados indican que el componente de procesamiento cognitivo es puntuado significativamente mejor que el componente afectivo. Por lo tanto, la estrategia racional es más efectiva que la emocional en la publicidad móvil

Identifying appropriate information and communication technology (ICT) in improving marketing of agricultural products in Garmsar City, Iran

One of the most important factors for agricultural development is marketing of agricultural products. Information, as the most important facilitator and main core of the marketing system, has an effective role in increasing the marketing system efficiency. Today, farmers need access to updated and exact information in order to improve the quality and quantity of the agricultural products marketing. Information and communication technology (ICT), by accelerating the information delivery, have a key role in agricultural products marketing. This study, for this reason, is aimed to identify ICT capabilities in marketing the agricultural products of Garmsar city. This is an applied study and the research methodology is correlation. The main research tool was questionnaire and dependent variable was the agricultural products marketing. The statistical population of the study was 109 agricultural experts and extension agent working in agricultural service centers. After data collection and extraction, statistical analysis was done through SPSS Version 16 Descriptive results show that the situation of agricultural products marketing is fairly desirable. ICT also have a moderate role in the improvement of agricultural products marketing. Regression analysis results indicate that computer, electronic journals, website and mobile determined about 14% variance of agricultural products marketing.Key words: Information and communication technology (ICT), ICT tools, agricultural products marketing

Utilization of Information Communication Technology’s Components for Coordination of Marketing, Agricultural Commodities in Oyo State Nigeria

Base on the fact that ICT’s components are the fastest tools of disseminating information and Nigeria being an agrarian country that its utilization for marketing agricultural commodities (MAC) becomes pertinent. The study is a pilot project conducted in Oyo state because it is one of the food basket states in Nigeria. List of markets was the sampling frame work for the research; from where 8 markets were randomly selected. Sixty agricultural commodities marketers (ACM) were randomly selected from marketer’s list. Interview schedule was used to solicit for information from (ACM). Regression analysis was used to ascertain the level of contribution of each ICT’s components to MAC. Result revealed that mobile phone, radio, and television and automated teller machine awareness mean scores 3.5,3,4 .3. 3 and 2.5 respectively were higher than any other components put into consideration. Adoption rate of ICTs component for marketing agricultural commodities revealed that automated teller machine and mobile phone for marketing agricultural commodities adoption mean scores 2.5, and 2,8  were higher than any other ICT components However, very few 32.3 % 22.1% of the marketers made use of ICT components for recording of sales of farm commodities and saving money respectively. High cost of power and telephone services, poverty level of agricultural marketers and limited access to ICT components ranked first ,second and third respective as the constraints to marketing of agricultural commodities among other components Regression analysis results indicated that  mobile phone, radio, and automated money transferred machine are the most important ICT components in marketing of agricultural commodities. Despite the role of ICT’s in ACM the marketers have  not been able to make use of  facilities frequently  because of those constraints  identified  in this study  hence, a programme that will  provide solutions to those constrains    should be promoted. Keywords: Information, marketing, ICT components, agricultural commodity and utilizatio

An investigation into young consumers' motives and perceptions towards SMS advertising

The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives to use SMS messaging revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are presented

Contribution of Mobile media communications to consumer attitude/consumer behavior in the clothing retail industry in Zimbabwe

This paper sought to explore the current state, dynamics and opportunities of SMS mobile advertising in Zimbabwe. In doing so, the paper takes keen interest into (1) the content of SMS mobile advertising being used (2) willingness to receive SMS adverts by consumers (3) the frequency to which consumers have received these SMS in the past two years (4) as well as attitudes formed towards receiving messages and the impact these have on inducing consumer action. Using Zimbabwe’s top four retail players in the clothing industry a sample of 322 consumers were used and an instrument for measuring attitudes towards SMS based Advertising was also used. It was interesting to note that given the varied forms of SMS ads the sector only use sales promotion, stock alerts and competition. Attitudes that consumers formed towards SMS advertising were directly linked to the acceptance to receive SMS, were most of the consumers highlighted that they would want clothing retail companies to ask them permission to send their messages as these messages sometimes come unexpectedly. The paper concludes and recommends that SMS advertising is the future of most clothing retailers as it affords a two way communication enabling high interactivity, specific based advertising, and location based communication. Keywords: SMS advertising, mobile marketing, permission base

Rational vs emotional content in mobile advertising

Advertising tries to find its place in the new consumer-centered paradigm for media communication. Consumers no longer are a uniform group, passive and powerless. Mobile technology has set some specific conditions that determine this particular sender-receiver relationship. In this context, there is a need for evidence about the effectiveness of traditional advertising strategies in this rather new channel. This study explores the relationship between the relevance of rational or emotional mobile advertising contents the product's target cognitive and affective attitude components. An experiment was carried out in which two types of short messages (rational/emotional) advertising an eBook were sent to two groups of participants, and questions about its content were asked through an online questionnaire. Participants had been previously screened according their new role in the communication process. Results indicate that the cognitive processing component is significantly better rated than the affective component. Thus the rational strategy is more effective than the emotional one when talking about mobile advertising.La publicidad intenta encontrar su lugar en el nuevo paradigma comunicativo centrado en el consumidor. Este consumidor ha dejado de ser masivo, pasivo y sin poder. La tecnología móvil ha establecido unos condicionantes específicos que determinan una relación muy particular entre emisor y receptor. En este contexto, se precisan evidencias sobre la eficacia de las tradicionales estrategias de la publicidad en este nuevo medio. Este estudio explora la relación entre la relevancia de los contenidos racionales o emocionales en la publicidad a través del móvil y su correlación con los componentes cognitivos y actitudinales del target. Se llevó a cabo un experimento en el que dos tipos de mensajes (racional/emocional) publicitando un eBook fueron enviados a dos grupos de sujetos, a los que se les preguntó sobre su contenido mediante un cuestionario online. Los sujetos habían sido filtrados anteriormente de acuerdo a su nuevo rol en el proceso comunicativo. Los resultados indican que el componente de procesamiento cognitivo es puntuado significativamente mejor que el componente afectivo. Por lo tanto, la estrategia racional es más efectiva que la emocional en la publicidad móvi

Mobile Ad Intrusiveness – The Effects of Message Type and Situation

This study addresses the effects of message type and situation on the perceived intrusiveness of mobile advertisements. Ad intrusiveness, as conceptualized by Li et al., is introduced to the field of mobile advertising and used as dependent variable in a 2x2 within-subjects factorial study design. Two message types (informative vs. entertaining) are combined with two different situations (low vs. high level of activity). Attitude towards advertising in general and ad relevance (here: product class involvement) are further variables assessed in order to test for a hypothesized impact on mobile ad intrusiveness. A survey approach was used for data collection (n=325). Main effects were analyzed with analysis of variance. Analysis of covariance and regression analysis were applied subsequently for analyzing further effects. While message type was not found to contribute significantly to the explanation of mobile ad intrusiveness, the situation type showed a highly significant effect. Three of the four assumed relationships were found in the data. The study contributes to the body of knowledge on mobile advertising effectiveness. Empirical evidence for the effects of the situational context on mobile advertising effectiveness has been found and discussed with possible implications for marketing practice