Mobile Marketing se refiere a la interacción entre una empresa y sus clientes para comunicarle de una promoción u oferta a través de un dispositivo o tecnología móvil. La alta penetración de mercado de los teléfonos celulares y smartphones ha permitido la explotación de dicho recurso, aun cuando no está del todo dilucidado el efecto de las campañas en el comportamiento del consumidor ni los aspectos claves de una estrategia de marketing móvil.
A continuación presentamos una serie de artículos que dan luces sobre este tema y entregan un panorama global del estado del arte en Mobile Marketing.
Mobile Marketing: A Synthesis and Prognosis, Shankar et al.
Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights.
Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing, Rohm et al.
Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United States, China, and Europe. We examine the extent to which the usefulness of mobile information/programs and individual characteristics—namely innovativeness, personal attachment, and risk avoidance—jointly influence attitudes toward mobile marketing, and how the latter influences consumers’ mobile marketing activity across three large and influential markets. We found perceived usefulness, consumer innovativeness, and personal attachment to directly influence attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance also negatively influences attitudes toward mobile marketing. Marketers seeking to build and maintain customer relationships via mobile platforms should view these individual characteristics as levers brands can push to amplify consumers’ acceptance of mobile marketing.
The Effect of In-Store Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies, Hui et al.
Typically, shoppers’ paths only cover less than half of the areas in a grocery store. Given that shoppers often use physical products in the store as external memory cues, encouraging shoppers to travel more of the store may increase unplanned spending. Estimating the direct effect of in-store travel distance on unplanned spending, however, is complicated by the difficulty of collecting in-store path data and the endogeneity of in-store travel distance. To address both issues, the authors collect a novel data set using in-store radio frequency identification tracking and develop an instrumental variable approach to account for endogeneity. Their analysis reveals that the elasticity of unplanned spending on travel distance is 57% higher than the uncorrected ordinary least squares estimate. Simulations based on the authors’ estimates suggest that strategically promoting three product categories through mobile promotion could increase unplanned spending by 16.1%, compared with the estimated effect of a benchmark strategy based on relocating three destination categories (7.2%). Furthermore, the authors conduct a field experiment to assess the effectiveness of mobile promotions and find that a coupon that required shoppers to travel farther from their planned path resulted in a substantial increase in unplanned spending ($21.29) over a coupon for an unplanned category near their planned path ($13.83). The results suggest that targeted mobile promotions aimed at increasing in-store path length can increase unplanned spending.