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What is Campaign Type Implementation Toolbox

Chapter 1
Handbook of Research on Mobile Marketing Management
The campaign type implementation toolbox supports the development of campaigns on a tactical level and helps to design and customize a single mobile marketing campaign.
Published in Chapter:
Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques
Key Pousttchi (University of Augsburg, Germany) and Dietmar G. Wiedemann (University of Augsburg, Germany)
Copyright: © 2010 |Pages: 9
DOI: 10.4018/978-1-60566-074-5.ch001
Abstract
Mobile marketing is a new form of marketing communication using mobile communication techniques to promote goods, services, and ideas. The marketing instrument provides anytime and anywhere interaction, location and situation dependency, targeted addressing of consumers, and inherent measurement of campaign effectiveness. Based on case study research and empirical studies this chapter examines marketing objectives, types and implementation techniques of mobile marketing. Moreover two instruments for mobile marketing are provided: The campaign type implementation toolbox supports the development of campaigns on a tactical level and the campaign type selection toolbox enables a purposive planning of mobile marketing campaigns on a strategic level.
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