Mirbagheri, SeyedAlireza; Hejazinia, Meisam
June 2010
International Journal of Mobile Marketing;Jun2010, Vol. 5 Issue 1, p175
Academic Journal
The unique characteristics of the mobile channel (e.g., high response rate, availability at anytime and anywhere, relatively low cost) and the technology savvy generation (Generation Z) compel marketers to consider mobile along with other options in the process of the marketing communication mix selection. Moreover, the mobile channel should be considered in an integrated manner along with traditional communication channels and not as a substitute for traditional channels. For facilitation of integrated marketing communication planning, a conceptual framework has been developed to help marketers understand and compare capacities of each communication. This paper also assesses 45 successful mobile marketing communication case studies looking for the rationale behind successful and failed attempts, analyzing each case study based on dimensions of the conceptual framework for evaluation of marketing communication options. We discovered a number of implicit and explicit implications that helped us formulate two decision rules: the first to help marketers decide on whether or not the mobile channel should be selected in the marketing communication mix, and the second is used in determining mobile marketing communication tools (e.g., mobile Web sites, mobile applications, SMS, MMS, etc.) to increase the chances of success based on predetermined communication objectives, kind of appeal (rational vs. emotional), and the company's industry.


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