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Planning and implementing effective mobile marketing programs

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  • 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
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    References listed on IDEAS

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    1. Oecd, 2013. "Mobile Handset Acquisition Models," OECD Digital Economy Papers 224, OECD Publishing.
    2. Oecd, 2013. "Electronic and Mobile Commerce," OECD Digital Economy Papers 228, OECD Publishing.
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    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.
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    Cited by:

    1. 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.
    2. 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.
    3. Reetika Gupta & Sourjo Mukherjee & Kasthuri Jayarajah, 2021. "Role of group cohesiveness in targeted mobile promotions," Post-Print hal-03128025, HAL.
    4. 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 -.
    5. 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.
    6. 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.
    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.

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