Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change...

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Bibliographic Details
Published in:Journal of interactive marketing 2010-05, Vol.24 (2), p.111-120
Main Authors: Shankar, Venkatesh, Venkatesh, Alladi, Hofacker, Charles, Naik, Prasad
Format: Article
Language:English
Subjects:
Consumer behavior
Interactive marketing
Interactivity
Market segments
Market strategy
Marketing
Marketing communications
Mobile advertising
Mobile marketing
Retail stores
Retailing
Strategy
Studies
Wireless
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Summary:Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. We propose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition. We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.
ISSN:1094-9968
1520-6653
DOI:10.1016/j.intmar.2010.02.006