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Mobile Advertising Framework: Format, Location and Context
Published in Pedro Novo Melo, Carolina Machado, Business Intelligence and Analytics in Small and Medium Enterprises, 2019
Bilal Aslam, Heikki Karjaluoto
Since the inception of smartphones in 2007, mobile advertising has advanced considerably. Mobile advertising has already surpassed all popular traditional media, such as television (TV), radio, and print advertising. Mobile advertising was estimated to become around $93 billion in 2019, surpassing even TV advertising spending by $20 billion (eMarketer, 2019). The popularity of mobile advertising is due to many factors, for example, functions like GPS (Global Positioning System), camera, and scanner are used more frequently in mobiles than in any other device, such as desktop computers (Mahmoud & Yu, 2006). Okazaki and Mendez (2013) attached features with mobile-like ubiquity. Mobile devices are continuously used or always turned on, and consumers can use them to search information. The Mobile Marketing Association (MMA) (2019) defines mobile marketing as a “set of practices” that includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.” This definition considers mobile advertising a part of mobile marketing. Leppäniemi et al. (2004, p. 1) define mobile advertising separately as “any paid message communicated by mobile media with the intent to influence the attitudes, intentions and behavior of those addressed by the commercial messages.” Meanwhile, according to Varnali and Toker (2010), there is no commonly accepted classification or framework for mobile marketing. This is partly because of the rapid advancement of wireless technology (Park et al., 2008) and continuously occurring changes in the industry. Leppäniemi et al. (2006) state that most studies on mobile marketing focus on user behavior and attitudes toward mobile marketing and mobile marketing effectiveness.
Advancements and Innovation in Digital Marketing and SEO
Published in Abid Hussain, Garima Tyagi, Sheng-Lung Peng, IoT and AI Technologies for Sustainable Living, 2023
Anubha Jain, Chhavi Jain, Rahul G. Kargal, Salini Suresh
Mobile Marketing is often confused with Mobile Advertising. The former is an all-encompassing terminology that envelops the various aspects of marketing via a mobile device and includes the use of various content formats, websites, and social media platforms. Mobile Advertising, however, specifically addresses the idea of sending out advertorial messages to consumers via mobile devices.
Aiming the Mobile Targets in a Cross-Cultural Context: Effects of Trust, Privacy Concerns, and Attitude
Published in International Journal of Human–Computer Interaction, 2020
Ying Wang, Ebru Genc, Gang Peng
The findings from this study lead to important implications for marketers and organizations. First, as the results show, perceived informational usefulness influences attitudes toward mobile advertising in both China and the U.S. Therefore, providing useful and relevant information through mobile advertising is an effective way to cultivate consumers’ positive attitudes, boost intention to use mobile advertising, and further increase purchase intention. One way to increase the perceived information usefulness is to increase its relevance to consumers by developing personalized mobile advertising (Trappey & Woodside, 2005). Personalizing mobile advertising involves several important aspects including choosing the right target market, sending users relevant and wanted information, and creating personalized advertising contents. In the designing process, advertisers should consider factors such as the consumer’s context (i.e., user’s location and environment), advertising content (i.e., promotion, price, and brand, etc.), consumers’ demographics, user preference, search history and virtual communities (Xu, Liao, & Li, 2008). Because the relevance depends on consumers’ personal information, it is important for mobile advertisers to first acquire this information. Mobile advertisers may consider providing incentives to encourage customers to reveal their personal information. Also, with the advancement of location-based technology, marketers could position consumers and provide them with location-relevant information via mobile advertising.