Definition
Mobile marketing refers to “the two-way or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology” (Shankar and Balasubramanian, 2009). With mobile marketing, the marketers communicate directly with consumers at any time or place. Key features of mobile marketing are location specificity, portability, and untethered/wireless features (Shankar and Balasubramanian, 2009). Mobile devices are usually compact and easily portable. When device users move about, significant amounts of personal and location-specific information is generated. Marketers can use geo-location technologies to target the consumer with location-sensitive marketing promotions.
Historical Background
Following widespread mobile device market penetration and recent developments in high-speed wireless network technologies, mobile marketing has become increasingly...
This is a preview of subscription content, log in via an institution to check access.
References
Bouet M, Santos AL (2008) RFID tags: positioning principles and localization techniques. In: 1st IFIP wireless days, Dubai, vol 11, pp 1–5
Bruner GC, Kumar A (2007) Attitude toward location-based advertising. J Interact Advert 7(2):3–15
Burdet LA (2004) RFID multiple access methods. Smart Environments Seminar, Zurich, 11
Burns AC, Bush RF (2000) Marketing research, 3rd edn. Prentice-Hall, Upper Saddle River
Cheng J, Yang L et al (2014) Seamless outdoor/indoor navigation with WIFI/GPS aided low cost Inertial Navigation System. Phys Commun 13:31–43
Dhar S, Varshney U (2011) Challenges and business models for mobile location-based services and advertising. Commun ACM 54(5):121–128
Hsu E. Mobile marketing. Mobile marketing. Haettu 18 Apr 2014 osoitteesta http://blogs.uoregon.edu/emmahsu/files/2014/02/Mobile-Marketingt5qr6l.pdf
Kaplan ED, Hegarty CJ (ed) (2005) Understanding GPS: principles and applications, 2nd edn. Artech House, Boston
Kim C, Mirusmonov M et al. An empirical examination of factors influencing the intention to use mobile payment. Comput Hum Behav 26(3):310–322 (2010)
Koeppel I (2000) What are location services?-from a GIS perspective. ESRI white chapter
Kotler P (1997) Marketing management: analysis, planning, and control, 9th edn. Prentice-Hall, Upper Saddle River
Martin C (2011) The third screen: marketing to your customers in a world gone mobile. Nicholas Brealey Publishing, Boston
Papapostolou A, Chaouchi H (2011) RFID-assisted indoor localization and the impact of interference on its performance. J Netw Comput Appl 34(3):902–913
Schierz PG, Schilke O et al (2010) Understanding consumer acceptance of mobile payment services: an empirical analysis. Electron Commerce Res Appl 9(3):209–216
Serrao M, Rodrigues JM et al (2012) Indoor localization and navigation for blind persons using visual landmarks and a GIS. Proc Comput Sci 14:65–73
Shankar V, Balasubramanian S (2009) Mobile marketing: a synthesis and prognosis. J Interact Mark 23(2):118–129
Sharaf R, Noureldin A (2007) Sensor integration for satellite-based vehicular navigation using neural networks. IEEE Trans Neural Netw 18(2):589–594
Shankar V, Venkatesh A et al (2010) Mobile marketing in the retailing environment: current insights and future research avenues. J Interact Mark 24(2):111–120
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this entry
Cite this entry
Li, X., Wu, J., Sun, Y. (2016). Mobile Marketing. In: Shekhar, S., Xiong, H., Zhou, X. (eds) Encyclopedia of GIS. Springer, Cham. https://doi.org/10.1007/978-3-319-23519-6_1588-1
Download citation
DOI: https://doi.org/10.1007/978-3-319-23519-6_1588-1
Received:
Accepted:
Published:
Publisher Name: Springer, Cham
Online ISBN: 978-3-319-23519-6
eBook Packages: Springer Reference Computer SciencesReference Module Computer Science and Engineering