The Mobile Network as a New Medium for Marketing Communicaitons: A Case Study
Heikki Karjaluoto (University of Oulu, Finland), Matti Leppaniemi (University of Oulu, Finland), Jari Salo (University of Oulu, Finland), Jaakko Sinisalo (University of Oulu, Finland) and Feng Li (University of Newcastle upon Tyne, UK)
Copyright: © 2006
This chapter discusses the mobile network as a new medium for marketing communications. It illustrates that the mobile medium, defined as two-way communications via mobile handsets, can be utilized in a company’s promotion mix by initiating and maintaining relationships. First, by using the mobile medium companies can attract new customers by organizing SMS (short message service) -based competitions and lotteries. Second, the mobile medium can be used as a relationship building tool as companies can send information and discount coupons to existing customers’ mobile devices or collect marketing research data. The authors explore these scenarios by presenting and analyzing a mobile marketing case from Finland. The chapter concludes by pondering different future avenues for the mobile medium in promotion mix.