IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v59y2016i4p431-439.html
   My bibliography  Save this article

Planning and implementing effective mobile marketing programs

Author

Listed:
  • Berman, Barry

Abstract

Mobile marketing is an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile-generated sales. Despite its increased importance, the effectiveness of mobile marketing needs to be improved based on such metrics as bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are always on, always connected, and always with the consumer; (2) the ability to generate location-sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also need to develop and implement an effective mobile marketing strategy through a series of activities. These include understanding and reacting to the complexity of mobile marketing, designing sites based on ease of use versus ‘bells and whistles,’ increasing opt-in rates, using effective customer engagement strategies, and developing effective mobile coupons. Criteria to evaluate the effectiveness of mobile marketing are discussed.

Suggested Citation

  • Berman, Barry, 2016. "Planning and implementing effective mobile marketing programs," Business Horizons, Elsevier, vol. 59(4), pages 431-439.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:4:p:431-439
    DOI: 10.1016/j.bushor.2016.03.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681316300076
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2016.03.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Oecd, 2013. "Electronic and Mobile Commerce," OECD Digital Economy Papers 228, OECD Publishing.
    2. Oecd, 2013. "International Mobile Roaming Agreements," OECD Digital Economy Papers 223, OECD Publishing.
    3. Oecd, 2013. "Mobile Handset Acquisition Models," OECD Digital Economy Papers 224, OECD Publishing.
    4. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gupta, Reetika & Mukherjee, Sourjo & Jayarajah, Kasthuri, 2021. "Role of group cohesiveness in targeted mobile promotions," Journal of Business Research, Elsevier, vol. 127(C), pages 216-227.
    2. Reetika Gupta & Sourjo Mukherjee & Kasthuri Jayarajah, 2021. "Role of group cohesiveness in targeted mobile promotions," Post-Print hal-03128025, HAL.
    3. C L & Rucska Andrea, 2021. "Population Stress Reactions in North-East Hungary during the Pandemic," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 4, January -.
    4. Peter Štarchoň & Milota Vetráková & Jozef Metke & Silvia Lorincová & Miloš Hitka & Dagmar Weberová, 2018. "Introduction of a New Mobile Player App Store in Selected Countries of Southeast Asia," Social Sciences, MDPI, vol. 7(9), pages 1-15, September.
    5. Aasir Ali & Nain Tara & Nosheen Nawaz & Nadim Rafi, 2021. "Exploring The Role Of Mobile Marketing As A Blessing Or Curse: A Case Study Of Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 56-63, December.
    6. Faulds, David J. & Mangold, W. Glynn & Raju, P.S. & Valsalan, Sarath, 2018. "The mobile shopping revolution: Redefining the consumer decision process," Business Horizons, Elsevier, vol. 61(2), pages 323-338.
    7. Gonzalo Wandosell & María Concepción Parra-Meroño & Raul Baños, 2019. "Online Store Locator: An Essential Resource for Retailers in the 21st Century," Social Sciences, MDPI, vol. 8(2), pages 1-13, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Velmurugan, Manivannan Senthil, 2017. "Sustainable perspectives on energy consumption, EMRF, environment, health and accident risks associated with the use of mobile phones," Renewable and Sustainable Energy Reviews, Elsevier, vol. 67(C), pages 192-206.
    2. Alin ZAMFIROIU & Mihai Liviu DESPA, 2013. "Reasons, Circumstances and Innovative Trends in Mobile Environments," Informatica Economica, Academy of Economic Studies - Bucharest, Romania, vol. 17(2), pages 109-118.
    3. Yujuico, Emmanuel, 2015. "Considerations in the diffusion of a public traffic app for Metro Manila," Journal of Transport Geography, Elsevier, vol. 42(C), pages 48-56.
    4. Saeideh Sharifi fard & Ezhar Tamam & Md Salleh Hj Hassan & Moniza Waheed & Zeinab Zaremohzzabieh, 2016. "Factors affecting Malaysian university students’ purchase intention in social networking sites," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1182612-118, December.
    5. Zhao-Long Hu & Zhuo-Ming Ren & Guang-Yong Yang & Jian-Guo Liu, 2014. "Effects of multiple spreaders in community networks," International Journal of Modern Physics C (IJMPC), World Scientific Publishing Co. Pte. Ltd., vol. 25(05), pages 1-8.
    6. Gur, K. & Chatzikyriakou, D. & Baschet, C. & Salomon, M., 2018. "The reuse of electrified vehicle batteries as a means of integrating renewable energy into the European electricity grid: A policy and market analysis," Energy Policy, Elsevier, vol. 113(C), pages 535-545.
    7. Muhammad Irfan & Mohammad Farid Shamsudin & Noor Hadi, 2016. "How Important Is Customer Satisfaction? Quantitative Evidence from Mobile Telecommunication Market," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(6), pages 1-57, May.
    8. Georgios Polydoros, 2022. "Digital Marketing Techniques and Tools in Covid-19 era," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 86-91, November.
    9. Mohammadbashir Sedighi & Hamideh Parsaeiyan & Yashar Araghi, 2021. "An Empirical Study of Intention to Continue Using of Digital Ride-hailing Platforms," The Review of Socionetwork Strategies, Springer, vol. 15(2), pages 489-515, November.
    10. Mohammad Saleem AL-SHURA & Abdelrahim M. ZABADI & Mohamad ABUGHAZALEH & Marwa A. ALHADI, 2018. "Critical Success Factors for Adopting Cloud Computing in the Pharmaceutical Manufacturing Companies," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 3(2), pages 123-137, December.
    11. Oguz YILDIZ & Hakan KITAPCI, 2018. "Exploring Factors Affecting Consumers¡¯ Adoption of Shopping via Mobile Applications in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 60-75, June.
    12. Laetitia Chaix & Dominique Torre, 2015. "The Dual Role of Mobile Payment in Developing Countries," GREDEG Working Papers 2015-01, Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France.
    13. Laya, Andres & Bratu, Vlad-loan & Markendahl, Jan, 2013. "Who is investing in machine-to-machine communications?," 24th European Regional ITS Conference, Florence 2013 88475, International Telecommunications Society (ITS).
    14. Abba Yadou Barnabé & Ningaye Paul & Bangake Chrysost, 2021. "Do remittances spur financial inclusion in Africa? a multi-dimensional approach," Economics Bulletin, AccessEcon, vol. 41(2), pages 328-341.
    15. Kaplan, Andreas M. & Haenlein, Michael, 2016. "Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster," Business Horizons, Elsevier, vol. 59(4), pages 441-450.
    16. Lin Li & Kyung Young Lee & Emmanuel Emokpae & Sung-Byung Yang, 2021. "What makes you continuously use chatbot services? Evidence from chinese online travel agencies," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 575-599, September.
    17. Mathias Eggert & Jens Alberts, 2020. "Frontiers of business intelligence and analytics 3.0: a taxonomy-based literature review and research agenda," Business Research, Springer;German Academic Association for Business Research, vol. 13(2), pages 685-739, July.
    18. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Spyridon Mamalis & Ifigeneia Mylona, 2020. "Knowledge Assessment of COVID-19 Symptoms: Gender Differences and Communication Routes for the Generation Z Cohort," IJERPH, MDPI, vol. 17(19), pages 1-16, September.
    19. Henryk Gurgul & Milena Suliga & Tomasz Wojtowicz, 2012. "Responses of the Warsaw Stock Exchange to the U.S. macroeconomic data announcements," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 12, pages 41-59.
    20. Kosse, Anneke & Vermeulen, Robert, 2014. "Migrants’ Choice of Remittance Channel: Do General Payment Habits Play a Role?," World Development, Elsevier, vol. 62(C), pages 213-227.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:59:y:2016:i:4:p:431-439. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.