Mobile Marketing

This paper has the aim to examine the emergence and development of mobile marketing over the past years, addressing the role it currently plays in modern marketing and how it can help organizations to improve their communication to customers. It analyses the new concept of the mobile phone in contemporary society, discusses the changes of consumers’ behavior in the new economy and describes the main advantages offered by this new medium. Moreover, it gives and overview of main advances in mobile technology, which are providing marketers with innovative tools for the development and implementation of more effective marketing campaigns. It addresses success factors and major challenges such as acceptance and privacy and gives advice on developing a mobile marketing campaign. Content: 1. MOBILE MARKETING PRINCIPLES 1.1 Definition and Historical Background 1.2 Current Developments in Germany and Worldwide 2. THE CHANGING CONCEPT OF THE MOBILE PHONE 2.1 Mobility Dimensions of Information, Devices and People 2.2 The Mobile Phone as a Personal and Lifestyle Device 3. THE MOBILE MARKET PLACE 3.1 The Three Dimensions of the Mobile Market Place 3.2 The Consumer of the New Economy 4. ENABLING TECHNOLOGIES 4.1 Overview of Key Developments in Mobile Technologies 4.2 Overview of Key Services 5. MOBILE MARKETING IN THE MARKETING MIX 5.1 Product Strategy 5.2 Promotion Strategy 5.3 Price Strategy 5.4 Place (Distribution) Strategy 6. ADVANTAGES OF MOBILE MARKETING 6.1 Mobile Marketing Compared to Traditional Direct Marketing Channels 6.2 Mass Marketing vs. One-to-One Marketing 6.3 Goals and Objectives of Mobile Marketing 7. CHALLENGES OF MOBILE MARKETING 7.1 Factors Influencing Customer Acceptance 7.2 The Role of Permission 7.3 Legal Aspects of Mobile Marketing: Spam and Privacy 8. PLANNING A MOBILE MARKETING CAMPAIGN 8.1 Types of Mobile Marketing Campaigns 8.2 Best Practice Model for Developing a Mobile Marketing Campaign 9. SUCESSFUL MOBILE MARKETING CAMPAIGNS 9.1 Case Study 1: Opel Astra SMS-Quiz 9.2 Case Study 2: Levi´s Type 1 9.3 Case Study 3: Sony PS2 9.4 Case Study 4: KFC Dragon Twist 10. RESULTS AND CONCLUSION 11. REFERENCES 12. APPENDICES Case study: Opel Astra