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Mobile Marketing: A Theoretical Framework

Year 2020, Volume: 5 Issue: 3, 275 - 289, 24.10.2020

Abstract

Mobile marketing is among the marketing areas that are expected to grow rapidly in the coming years due to the innovative technologies of mobile devices and the global increase in the use of mobile phones. Mobile marketing can be widely defined as the whole of messages such as products, services, information and promotions sent by businesses to the target audience via mobile devices. Mobile marketing offers businesses a multi-channel digital promotion event to reach their target audience via mobile devices such as email, SMS, MMS, social media, websites, smartphones, tablets. On the other hand, among the features of mobile marketing, there are factors such as affordable cost, ubiquity, personalization, measurability and virality. This article focuses on creating a broad conceptual framework on the concept of mobile marketing by also sharing up-to-date statistics. In addition, it aims to guide managers in marketing decisions by explaining the importance of mobile marketing, the benefits of mobile marketing, and what to consider when creating an effective mobile marketing strategy.

References

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  • Barnes, S. ve Scornavacca, E. (2004). Mobile Marketing: The Role of Permission and Acceptance, International Journal of Mobile Communications, IJMC, 2(2), 128-139.
  • Barutçu, S. (2011). Mobil Viral Pazarlama, İnternet Uygulamaları ve Yönetimi Dergisi, 2(1), 5-13.
  • Berman, B. (2016). Planning and Implementing Effective Mobile Marketing Programs, Business Horizons, 59(4), 431-439.
  • Bly, R.W. (2016). Planning Your Mobile Marketing Strategy, https://www.entrepreneur.com/article/253486 , Erişim Tarihi: 09.05.2020
  • Bragge, J., Den Hengst, M., Tuunanen, T. ve Virtanen, V. (2005). A Repeatable Collaboration Process for Developing a Road Map for Emerging New Technology Business: Case Mobile Marketing, Proceedings of the Eleventh Americas Conference on Information Systems, Omaha, NE, USAAMCIS 2005 Proceedings, 198, 1-10.
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  • Christoff, C. (2019). How to Boost Your Mobile Marketing Campaigns, https://www.business.com/articles/tips-for-boosting-mobile-marketing-campaigns/ ,Erişim Tarihi: 03.05.2020
  • Çabuk, S. ve Zeren, D. (2011). Mobil Hizmet İnovasyonlarının Kabulü, İktisat İşletme ve Finans, 26(309), 51-82.
  • Enginkaya Erkent , E. ve Cebeci Perker , B. (2018). Mobil Pazarlama’da QR Kod Uygulamaları, Social Sciences Studies Journal, Cilt.4, 190-201.
  • Farley, T. (2005). Mobile Telephone History, Telektronikk, 101(3/4), 22-33.
  • Feng, X., Fu, S. ve Qin, J. (2016). Determinants of Consumers' Attitudes Toward Mobile Advertising: The Mediating Roles of Intrinsic and Extrinsic Motivations, Computers in Human Behavior, 63, 334-341.
  • Florido-Benitez, L. (2016). New Marketing Strategy: Mobile Applications as Marketing Tools in Airports, Indian Journal of Computer Science 13.
  • Gana, M. ve Koce, H. (2016). Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers Purchase Intention, International Journal of Marketing Studies, 8(2), 121-127.
  • Ghaleno, M., Zavareh, M. ve Bahrami, E. (2016). Effect of Mobile Marketing on Customer-Oriented Brand Equity in Insurance Industry, International Journal of Management, Accounting and Economics, 3(3), 185-201.
  • Guido, G., Pichierri, M., Nataraajan, R. ve Pino, G. (2016). Animated Logos in Mobile Marketing Communications: The Roles of Logo Movement Directions and Trajectories, Journal of Business Research, 69(12), 6048-6057.
  • Gülşen, İ. ve Özdemir, Ş. (2019). Mobil Teknolojinin Perakendecilik Üzerindeki Etkileri, Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 14(2), 421-440.
  • Heo, J. ve Chang, C. (2018). Factors Influencing Intention to Accept Location-Based Mobile Advertising Among Young Mobile User Segments: A Social Exchange Perspective, International Journal of Mobile Communications, 16(6), 607-623.
  • Ho, C., Wang, Y. ve Fang, C. (2017). Mobile Advertising Effect: Investigating Factors Affecting The Usage of Mobile Payment, Journal of Management Marketing and Logistics, 4(1), 17-29.
  • Hofacker, C., De Ruyter, K., Lurie, N., Manchanda, P. ve Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness, Journal of Interactive Marketing, 34, 25-36.
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  • https://www.grandviewresearch.com/industry-analysis/mobile-marketing-market (2020). Mobile Marketing Market Size, Share & Trends Analysis Report By Enterprise Size (Large Enterprises, Small & Medium Enterprises), By Solution, By End Use, By Region, And Segment Forecasts, 2020 – 2027, Erişim Tarihi: 04.05.2020
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  • Hubert, M., Blut, M., Brock, C., Backhaus, C. ve Eberhardt, T. (2017). Acceptance of Smartphone‐Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and The Impact of Application Context, Psychology & Marketing, 34(2), 175-19.
  • İlhan, İ. ve Çeltek, E. (2016). Mobile marketing: Usage of Augmented Reality in Tourism, Gaziantep University Journal of Social Sciences, 15(2), 581-599.
  • Jham, V. (2018). Adoption of Mobile Marketing Through Smart Phones Apps, Journal of Emerging Trends in Economics and Management Sciences, 9(2), 52-64.
  • Karamehmet, B. (2013). Mobile Marketing Communication in Tourism: A Case Study from Turkey, International Journal of Social Science, Vol: 6 (7), 581-595.
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Mobil Pazarlama: Teorik Bir Çerçeve

Year 2020, Volume: 5 Issue: 3, 275 - 289, 24.10.2020

Abstract

Mobil pazarlama, mobil cihazların yenilikçi teknolojileri ve cep telefonu kullanımındaki küresel artış nedeniyle önümüzdeki yıllarda hızla büyümesi beklenen pazarlama alanları arasında yer almaktadır. Mobil pazarlama, genel olarak, işletmeler tarafından mobil cihazlar yoluyla hedef kitleye gönderilen ürün, hizmet, bilgi ve promosyon gibi mesajların bütünü olarak tanımlanabilir. Mobil pazarlama, işletmelere e-posta, SMS, MMS, sosyal medya, web siteleri, akıllı telefonlar, tabletler gibi mobil cihazlar aracılığıyla hedef kitleye ulaşmak için çok kanallı bir dijital tanıtım etkinliği sunmaktadır. Diğer taraftan, mobil pazarlamanın özellikleri arasında uygun maliyet, aynı anda her yerde bulunabilme, kişiselleştirilebilme, ölçülebilirlik ve viral olabilme gibi faktörler bulunmaktadır. Bu makale, güncel istatistikleri de paylaşarak mobil pazarlama kavramı hakkında geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Bununla birlikte, mobil pazarlamanın önemi, mobil pazarlamanın faydaları, etkili bir mobil pazarlama stratejisi oluştururken nelere dikkat etmek gerektiği konularını da açıklayarak yöneticilere pazarlama kararlarında rehberlik etmeyi hedeflemektedir.

References

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  • Amirkhanpour, M., Vrontis, D. ve Thrassou, A. (2014). Mobile Marketing: A Contemporary Strategic Perspective, International Journal of Technology Marketing 5, 9(3), 252-269.
  • Aslam, W., Batool, M. ve Haq, Z. (2016). Attitudes and Behaviors of The Mobile Phones Users Towards SMS Advertising: A Study in An Emerging Economy, Journal of Management Sciences, 3(1), 63-80.
  • Atchison, J. (2020). How to Improve Your Mobile Marketing Strategy for Explosive Growth, https://www.business2community.com/marketing/how-to-improve-your-mobile-marketing-strategy-for-explosive-growth-02293831 , Erişim Tarihi: 07.05.2020
  • Bae, S. ve Park, D. (2018). The Effect of Mobile Advertising Platform Through Big Data Analytics: Focusing on Advertising, and Media Characteristics, Journal of Intelligence and Information Systems, 24(2), 37-57.
  • Barnes, S. ve Scornavacca, E. (2004). Mobile Marketing: The Role of Permission and Acceptance, International Journal of Mobile Communications, IJMC, 2(2), 128-139.
  • Barutçu, S. (2011). Mobil Viral Pazarlama, İnternet Uygulamaları ve Yönetimi Dergisi, 2(1), 5-13.
  • Berman, B. (2016). Planning and Implementing Effective Mobile Marketing Programs, Business Horizons, 59(4), 431-439.
  • Bly, R.W. (2016). Planning Your Mobile Marketing Strategy, https://www.entrepreneur.com/article/253486 , Erişim Tarihi: 09.05.2020
  • Bragge, J., Den Hengst, M., Tuunanen, T. ve Virtanen, V. (2005). A Repeatable Collaboration Process for Developing a Road Map for Emerging New Technology Business: Case Mobile Marketing, Proceedings of the Eleventh Americas Conference on Information Systems, Omaha, NE, USAAMCIS 2005 Proceedings, 198, 1-10.
  • Carroll, A., Barnes, S. ve Scornavacca, E. (2005). Consumers Perceptions and Attitudes towards SMS Mobile Marketing in New Zealand, International Conference on Mobile Business (ICMB'05), IEEE, 434-440.
  • Christoff, C. (2019). How to Boost Your Mobile Marketing Campaigns, https://www.business.com/articles/tips-for-boosting-mobile-marketing-campaigns/ ,Erişim Tarihi: 03.05.2020
  • Çabuk, S. ve Zeren, D. (2011). Mobil Hizmet İnovasyonlarının Kabulü, İktisat İşletme ve Finans, 26(309), 51-82.
  • Enginkaya Erkent , E. ve Cebeci Perker , B. (2018). Mobil Pazarlama’da QR Kod Uygulamaları, Social Sciences Studies Journal, Cilt.4, 190-201.
  • Farley, T. (2005). Mobile Telephone History, Telektronikk, 101(3/4), 22-33.
  • Feng, X., Fu, S. ve Qin, J. (2016). Determinants of Consumers' Attitudes Toward Mobile Advertising: The Mediating Roles of Intrinsic and Extrinsic Motivations, Computers in Human Behavior, 63, 334-341.
  • Florido-Benitez, L. (2016). New Marketing Strategy: Mobile Applications as Marketing Tools in Airports, Indian Journal of Computer Science 13.
  • Gana, M. ve Koce, H. (2016). Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers Purchase Intention, International Journal of Marketing Studies, 8(2), 121-127.
  • Ghaleno, M., Zavareh, M. ve Bahrami, E. (2016). Effect of Mobile Marketing on Customer-Oriented Brand Equity in Insurance Industry, International Journal of Management, Accounting and Economics, 3(3), 185-201.
  • Guido, G., Pichierri, M., Nataraajan, R. ve Pino, G. (2016). Animated Logos in Mobile Marketing Communications: The Roles of Logo Movement Directions and Trajectories, Journal of Business Research, 69(12), 6048-6057.
  • Gülşen, İ. ve Özdemir, Ş. (2019). Mobil Teknolojinin Perakendecilik Üzerindeki Etkileri, Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 14(2), 421-440.
  • Heo, J. ve Chang, C. (2018). Factors Influencing Intention to Accept Location-Based Mobile Advertising Among Young Mobile User Segments: A Social Exchange Perspective, International Journal of Mobile Communications, 16(6), 607-623.
  • Ho, C., Wang, Y. ve Fang, C. (2017). Mobile Advertising Effect: Investigating Factors Affecting The Usage of Mobile Payment, Journal of Management Marketing and Logistics, 4(1), 17-29.
  • Hofacker, C., De Ruyter, K., Lurie, N., Manchanda, P. ve Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness, Journal of Interactive Marketing, 34, 25-36.
  • Hosbond , J. ve Skov , M. (2007). Micro Mobility Marketing: Two Cases on Location-Based Supermarket Shopping Trolleys, Journal of Targeting, Measurement and Analysis for Marketing, Vol:16, 68–77.
  • Hsu, E. (2014). Mobile Marketing, Haettu, 18, 1-2.
  • https://trends.google.com/trends/explore?date=today%205-y&q=mobile%20marketing (2020). Mobile Marketing, Erişim Tarihi: 14.04.2020
  • https://wearesocial.com/digital-2020 (2020). Digital in 2020, Erişim Tarihi: 05.05.2020
  • https://www.grandviewresearch.com/industry-analysis/mobile-marketing-market (2020). Mobile Marketing Market Size, Share & Trends Analysis Report By Enterprise Size (Large Enterprises, Small & Medium Enterprises), By Solution, By End Use, By Region, And Segment Forecasts, 2020 – 2027, Erişim Tarihi: 04.05.2020
  • https://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing (2009). MMA Updates Definition of Mobile Marketing, Erişim Tarihi: 14.04.2020
  • https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ (2019). Mobile Marketing Statistics Compilation, Dave Chaffey Erişim Tarihi: 05.05.2020
  • https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/ (2019). Most Effective Digital Marketing Techniques According to Marketers Worldwide in 2018, A. Guttmann, Erişim Tarihi: 05.05.2020
  • https://www.statista.com/statistics/979391/global-mobile-advertising-expenditure-by-category/ (2020). Global Mobile Ad Spend Share in H2 2018, by Industry, A. Guttmann, Erişim Tarihi: 14.04.2020
  • https://www.statista.com/statistics/183530/worldwide-market-share-mobile-device/ (2020). Global Mobile Device Market Share 2017-2019, by Type, S. O'Dea, Erişim Tarihi: 05.05.2020
  • https://www.statista.com/topics/5983/mobile-marketing-worldwide/ (2020). Global Mobile Marketing and Advertising - Statistics & Facts, A. Guttmann, Erişim Tarihi: 05.05.2020
  • https://www.statista.com/topics/1158/mobile-marketing/ (2020). U.S. Mobile Marketing - Statistics & Facts, A. Guttmann, Erişim Tarihi: 09.05.2020
  • Hubert, M., Blut, M., Brock, C., Backhaus, C. ve Eberhardt, T. (2017). Acceptance of Smartphone‐Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and The Impact of Application Context, Psychology & Marketing, 34(2), 175-19.
  • İlhan, İ. ve Çeltek, E. (2016). Mobile marketing: Usage of Augmented Reality in Tourism, Gaziantep University Journal of Social Sciences, 15(2), 581-599.
  • Jham, V. (2018). Adoption of Mobile Marketing Through Smart Phones Apps, Journal of Emerging Trends in Economics and Management Sciences, 9(2), 52-64.
  • Karamehmet, B. (2013). Mobile Marketing Communication in Tourism: A Case Study from Turkey, International Journal of Social Science, Vol: 6 (7), 581-595.
  • Korkusuz, A. (2012). Security in the GSM Network, Bogazici University, Electrical-Electronics Engineering Department, 1-34.
  • Krajnovic, A., Bosna, J. ve Nincevic, S. (2016). Virtual Identity And New Consumer Behavior–The Role Of Mobile Marketing, 4th Eurasian Multidisciplinary Forum, EMF.
  • Kumar, V., Akhter Shareef, M., Kumar, U. ve Persaud, A. (2016). Promotional Marketing Through Mobile Phone SMS: A Cross-Cultural Examination of Consumer Acceptance, Transnational Corporations Review, 8(1), 1-16.
  • Kushwaha, G. ve Agrawal, S. (2016). The Impact of Mobile Marketing Initiatives on Customers’ Attitudes and Behavioural Outcomes, Journal of Research in Interactive Marketing, Vol: 10 (3), 150-176.
  • Lamarre, A., Galarneau, S. ve Boeck, H. (2012). Mobile Marketing and Consumer Behaviour Current Research Trend, International Journal of Latest Trends in Computing, Vol: 3(1), 201, 1-9.
  • Lee, S. (2018). Enhancing Customers' Continued Mobile App Use in The Service Industry, Journal of Services Marketing, 1-18.
  • Lu, C., Wu, L. ve Hsiao, W. (2019). Developing Customer Product Loyalty Through Mobile Advertising: Affective and Cognitive Perspectives, International Journal of Information Management, 47, 101-111.
  • Lukowski , W. (2017). The Role of Knowledge Management in Mobile Marketing, Marketing of Scientific and Research Organizations, 25(3), 135-155.
  • Luxton, S., Mahmood, U. ve Ferraro, C. (2009). Mobile Phone Marketing: Challenges and Perceived Attitudes, Australian and New Zealand Marketing Academy “ANZMAC”, Conference Paper, Monash University Research Publications, 1-11.
  • Lynda, A., Judy, D. ve Russell-Bennett, R. (2012). Linking Perceived Value of Mobile Marketing with The Experiential Consumption of Mobile Phones, European Journal of Marketing, 46(3/4), 357-386.
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There are 79 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date October 24, 2020
Submission Date July 7, 2020
Published in Issue Year 2020 Volume: 5 Issue: 3

Cite

APA Gedik, Y. (2020). Mobil Pazarlama: Teorik Bir Çerçeve. The Journal of International Scientific Researches, 5(3), 275-289.