Definitions[]
General[]
Mobile marketing is
- "the use of the mobile medium as a means of marketing communication."[1]
- "distribution of any kind of promotional or advertising messages to customer through wireless networks."
Mobile marketing is
| “ | using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders.[2] | ” |
Mobile Marketing Association[]
Mobile marketing is
| “ | a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.[3] | ” |
Overview[]
Mobile marketing is commonly known as wireless marketing. However, wireless is not necessarily mobile. For instance, a consumer's communications with a website from a desktop computer at home, with signals carried over a wireless local area network (WLAN) or over a satellite network, would qualify as wireless but not mobile communications.[4]
References[]
- ↑ Heikki Karjaluoto & Matti Leppäniemi, "Factors Influencing Consumers' Willingness to Accept Mobile Advertising: A Conceptual Model," 3 Int'l J. Mobile Communic'ns 198 (2005).
- ↑ Matti Leppäniemi, "Mobile Marketing Communications in Consumer Markets," at 21 (Faculty of Econs. & Bus. Admin., Dep't of Marketing, Univ. of Oulu, 2008).
- ↑ MMA Updates Definition of Mobile Marketing, Mobile Marketing Association. Nov 18, 2009.
- ↑ Matti Leppäniemi, at 50.
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