Mobile Marketing Communication: Learning From 45 Popular Cases for Campaign Designing
SeyedAlireza Mirbagheri and Meisam Hejazinia
Abstract:
The unique characteristics of the mobile channel (e.g., high response rate, availability at anytime and anywhere, relatively low cost) and the technology savvy generation (Generation Z) compel marketers to consider mobile along with other options in the process of the marketing communication mix selection. Moreover, the mobile channel should be considered in an integrated manner along with traditional communication channels and not as a substitute for traditional channels. For facilitation of integrated marketing communication planning, a conceptual framework has been developed...