Effectiveness in individual media: SMS, cell, mobile...

 

Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners. This article discusses a variety of case studies t ...

WARC Online editor Carlos Grande reports from day two of the Mobile Marketing Forum 2008 on the growing use of mobile marketing in emerging markets, where mobile ownership and usage are often more pre ...

WARC Online editor Carlos Grande reports on the opening day of the Mobile Marketing Forum 2008 in Budapest. Issues covered include the opportunities of mobile as an advertising platform, current flaws ...

Mobile phone ownership now exceeds two billion worldwide, making the mobile the most widely distributed device globally. Most users have an intimate relationship with their phones, making the 'third s ...

In this article, Jim Taylor of MEC Retail explains why mobile phones have the potential to revolutionise in-store communications. While in-store currently revolves around incentives and promotional me ...

This paper describes research into advertising effectiveness on the mobile web. It aims to discover the impact mobile ads have across metrics including brand and ad awareness, message association, bra ...

Predictions of growth regarding the use of mobile phones for advertising vary, but all agree that the medium will expand greatly. Mobiles are personal, and unsolicited, obtrusive advertising is resent ...

This article examines the new medium of mobile communications and the factors influencing consumers’ use of m-services in that medium. M-services are defined as enhanced information services accessed ...

This paper attempts to measure the value of an integrated business idea to enhance the hard work of an entire business returning to growth. Following implementation of ‘Try Something New Today’ it is ...

Rob van den Dam, European Telecommunications Leader for the IBM Institute for Business Value, argues that the traditional TV advertising model (centrally scheduled programmes delivering real-time adve ...

In this article, Gary Arlen discusses the problems and opportunities raised by mobile marketing, and especially those raised by new generations of mobile telephones, which are already being used in Ja ...

How does trust affect consumer attitudes and recall in mobile advertising? This study explores this question by conducting a large-scale “pseudo” mobile advertising campaign in Japan. Two “real” brand ...

With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobil ...

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium ar ...

The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers. This article presents initial consum ...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobi ...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some o ...

Wide usage of the mobile phone provides opportunities for marketers and researchers. Consumers are more accessible through these devices, and communication through the mobile internet can more easily ...

Mobile advertising is an area of mobile (m-) commerce expected to experience tremendous growth in the next five years. This paper explores consumers’ perceptions and attitudes towards mobile advertisi ...

A quasi-experimental study was designed to investigate the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument. An experimental group (EG) was formed, c ...

Mobile phones are a ubiquitous method of communication and a status symbol for young people. The article examines how traditional media are tapping into this highly targeted form of marketing to an ‘o ...

As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of S ...

Mobile internet access is exploding, both in numbers of users and uses, as well as in the range of devices and technologies. This brings a unique set of new opportunities and challenges to consumer-fo ...

Dan Steinbock, from the Columbia Institute for Tele-Information, describes the phenomenal growth and rapidly developing market for mobile telephone communications. He sees the technological and geogra ...

Describes the fast-moving technology of mobile phones in US, how young people are finding new ways to use them and how marketers are beginning to exploit these. The key attraction is mobility. Covers: ...

The mobile phone’s effect on our working and personal lives as well as our psyches has been staggering. Moore and Ahonen explore the commercial potential of the mobile as a marketing tool, with exampl ...

The paper presents a case study on a survey conducted online among 1,017 French GPs. The authors explain how this survey helped the client define its strategy to conquer its market by gaining a better ...

Craig Barrack, UK country manager for Netsize, offers five rules for success in the SMS (short messaging services) market – a market in the mobile phone sector that is booming.

Texting - as far as teens are concerned, it's why God gave us opposable thumbs. Thus nowhere is SMS marketing more well-suited than to the teen market, and hence to the brands that serve it. Todd Tran ...

Mobile phones are one of the most popular means of communication for children, and most have never known a world without them. In this article, Anne de Kerckhove looks at ways to use the mobile as an ...