Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research efforts focusing on mobile media as well as to aid practitioners in their quest to achieve mobile marketing success. The framework builds on the literature from mobile commerce and integrated marketing communications (IMC) and provides a broad delineation as to how mobile marketing should be integrated into the firm’s overall marketing communications strategy. It also outlines the mobile marketing from marketing communications mix (also called promotion mix) perspective and provides a comprehensive overview of divergent mobile marketing activities. The article concludes with a detailed description of mobile marketing campaign planning and implementation.