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International Advertising and Communication pp 397–415Cite as

Integrated marketing communications in mobile context

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Abstract

The use of the mobile medium as a communications and entertainment channel between a brand and an end-user is gradually evolving. Academic research on mobile marketing has also begun to flourish. However, the growing body of literature on mobile marketing appears to be inconsistent and fairly fragmented. This paper conceptualizes a model that links the use of database information and mobile media to develop interactive and integrated marketing communication strategies. As a part of this model, we discuss the foundations of mobile marketing and interactive integrated marketing communications. Furthermore, we present a case study of a company that is developing and implementing a mobile marketing campaign in retailing. Although, we discuss the entire model, the case study focuses on the initiation stage of mobile marketing, and how customer’s age, gender, family size and interests affect their willingness to give permission to receive mobile marketing.

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Author information

Authors and Affiliations

  1. Marketing Department, University of Oulu, Finland

    Matti Leppäniemi (Researcher of Marketing), Heikki Karjaluoto (Research Professor of Marketing), Jaakko Sinisalo (Assistant of Marketing) & Jari Salo (Researcher of Marketing)

Authors
  1. Matti Leppäniemi
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  2. Heikki Karjaluoto
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  3. Jaakko Sinisalo
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  4. Jari Salo
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Editor information

Sandra Diehl Ralf Terlutter

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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden

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Leppäniemi, M., Karjaluoto, H., Sinisalo, J., Salo, J. (2006). Integrated marketing communications in mobile context. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_21

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