Key Issues in Mobile Marketing: Permission and Acceptance

Key Issues in Mobile Marketing: Permission and Acceptance

Stuart J. Barnes (University of East Anglia, UK) and Eusebio Scornavacca (Victoria University of Wellington, New Zealand)
Copyright: © 2009 |Pages: 11
DOI: 10.4018/978-1-60566-094-3.ch024
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The growth and convergence of wireless telecommunications and ubiquitous networks has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is likely to be a key growth area. The immediacy, interactivity, and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can, ideally, be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This chapter provides direction in this area. After briefly discussing some background on mobile marketing, the chapter conceptualises key characteristics for mobile marketing permission and acceptance. The chapter concludes with predictions on the future of mobile marketing and some core areas of further research.
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The Technological Platform For Mobile Marketing

Kalakota and Robinson (2002) define mobile marketing as the distribution of any kind of message or promotion delivered via a mobile handset that adds value to the customer while enhancing revenue for the firm. It is a comprehensive process that supports each phase of the customer life cycle: acquisition, relationship enhancement, and retention. A variety of technological platforms are available to support mobile marketing. Here we describe briefly some of the principal components. (For a more detailed discussion, see Barnes [2002b, 2002c].) The m-commerce value chain involves three key aspects of technology infrastructure:

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