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The Mobile Network as a New Medium for Marketing Communications: A Case Study
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Author(s): Heikki Karjaluoto (University of Oulu, Finland), Matti Leppäniemi (University of Oulu, Finland), Jari Sall (University of Oulu, Finland), Jaako Sinisalo (University of Oulu, Finland)and Feng Li (University of Newcastle upon Tyne, UK)
Copyright: 2009
Pages: 9
Source title:
Handbook of Research in Mobile Business, Second Edition: Technical, Methodological and Social Perspectives
Source Author(s)/Editor(s): Bhuvan Unhelkar (University of Western Sydney, Australia)
DOI: 10.4018/978-1-60566-156-8.ch031
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Abstract
This chapter discusses the mobile network as a new medium for marketing communications. It illustrates that the mobile medium, defined as two-way communications via mobile handsets, can be utilized in a company’s promotion mix by initiating and maintaining relationships. First, by using the mobile medium companies can attract new customers by organizing SMS (short message service) -based competitions and lotteries. Second, the mobile medium can be used as a relationship building tool as companies can send information and discount coupons to existing customers’ mobile devices or collect marketing research data. The authors explore these scenarios by presenting and analyzing a mobile marketing case from Finland. The chapter concludes by pondering different future avenues for the mobile medium in promotion mix.
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