Mobile Marketing: A Theoretical Framework

Yıl 2020, Cilt: 5 Sayı: 3, 275 - 289, 24.10.2020

Yasemin Gedik

Öz

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.

Anahtar Kelimeler

mobile marketing, mobile marketing strategies, benefits of mobile marketing, history of mobile devices

Mobil Pazarlama: Teorik Bir Çerçeve

Öz

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.

Anahtar Kelimeler

mobil pazarlama, mobil pazarlama stratejileri, mobil pazarlamanın faydaları, mobil cihazların tarihi

Kaynakça

• Alamäki, A., Pesonen, J. ve Dirin, A. (2019). Triggering Effects of Mobile Video Marketing in Nature Tourism: Media Richness Perspective, Information Processing & Management, 56(3), 756-770.
• 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.
• Marangoz, M., Çelikkan, H. ve Aydın, A. (2012). Tüketicilerin Mobil Tabanlı İzinli Pazarlama Uygulamalarına Yönelik Tutumlarını Etkileyen Faktörler, Tüketici ve Tüketim Araştırmaları Dergisi, 4(1), 19-46.
• Matos, L., Cortez, P., Mendes, R. ve Moreau, A. (2018). A Comparison of Data-Driven Approaches for Mobile Marketing User Conversion Prediction, International Conference on Intelligent Systems (IS), IEEE, 140-146.
• McCabe, M. ve Weaver, R. (2019). Mobile Marketing Strategies for Educational Programs, Business Education & Accreditation, 11(1), 111-121.
• Narang, U. ve Shankar, V. (2019). Mobile Marketing 2.0: State of The Art and Research Agenda, Marketing in a Digital World (Review of Marketing Research), 16, 97-119.
• Özgüven, N. (2013). Tüketicilerin Mobil Reklamcılığı Kabullenmelerinde Etkili Olan Faktörler Üzerine Bir Uygulama, Yönetim Bilimleri Dergisi, Cilt: 11(21), 7-28.
• Pantano, E. ve Priporas, C.-V. (2016). The Effect of Mobile Retailing on Consumers' Purchasing Experiences: A Dynamic Perspective, Computers in Human Behavior, Vol: 61, 548-555.
• Payne, E., Peltier, J. ve Barger, V. (2018). Mobile Banking and AI-Enabled Mobile Banking, Journal of Research in Interactive Marketing.
• Pelau, C. ve Zegreanu, P. (2010). Mobile Marketing-The Marketing for The Next Generations, Management & Marketing, Vol: 5 (2), 101-116.
• Shankar, V. ve Balasubramanian, S. (2009). Mobile Marketing: A Synthesis and Prognosis, Journal of Interactive Marketing, 23(2), 118-129.
• Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. ve Morrissey, S. (2016). Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues, Journal of Interactive Marketing, 34, 37-48.
• Shareef, M., Dwivedi, Y. ve Kumar, V. (2016). Design of the Mobile Channel Structure, Mobile Marketing Channel, Springer, Cham, 89-101.
• Shih, T. ve Yang, L. (2017). Advancing the Value and Application of Mobile Advertising: Moving Beyond Structural Equation Modeling Analysis to Algorithms, International Journal of Information and Management Sciences, 28(2), 153-175.
• Shin, K., Cho, H. ve Hong, I. (2019). Understanding Determinants of User Attitudes towards Location-based Mobile Advertising: An Empirical Analysis, The Journal of Information Systems, 28(4), 313-332.
• Siddiqui, A. ve Siddiqui, M. (2016). A Consumer's Perspective on Ethical Conduct in Mobile Marketing Practices, Professional Ethics and Human Values, 1-13.
• Smutkupt, P., Krairit, D. ve Esichaikul, V. (2010). Mobile Marketing: Implications for Marketing Strategies, International Journal of Mobile Marketing, 5(2), 126-139.
• Sohn, S., Seegebarth,, B. ve Moritz, M. (2017). The Impact of Perceived Visual Complexity of Mobile Online Shops on User's Satisfaction, Psychology & Marketing, 34(2), 195-214.
• Spentzouris, P. ve Koutsopoulos, I. (2017). A Stochastic Optimization Framework for Personalized Location-Based Mobile Advertising, 15th International Symposium on Modeling and Optimization in Mobile, Ad Hoc, and Wireless Networks (WiOpt) , 1-8.
• Standing, , C., Benson, S. ve Karjaluoto, H. (2005). Consumer Perspectives On Mobile Advertising And Marketing, Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth, Australia , 135-141.
• Ström, R., Vendel, M. ve Bredican, J. (2014). Mobile Marketing: A Literature Review on Its Value For Consumers and Retailers, Journal of Retailing and Consumer Services, 21(6), 1001-1012.
• Sunny, E.-E. ve Anael, O. (2016). Mobile Marketing in a Digital Age: Application, Challenges & Opportunities, British Journal of Economics, Management & Trade, 11(1), 1-13.
• Şahin, A. ve Aytekin, P. (2012). Üniversite Öğrencilerinin Mobil Reklamlara Yönelik Tutumlarının İzinli Pazarlama Ekseninde İncelenmesi, Journal of Management & Economics, 19(2), 17-36.
• Tanakinjal, G., Deans, K. ve Gray , B. (2010). Innovation Characteristics, Perceived Risk, Permissibility and Trustworthiness in the Adoption of Mobile Marketing, Journal of Convergence Information Technology, Volume 5 (2), 112-123.
• Tyufekchieva, V. ve Reichhart, P. (2018). Factors Influencing the Forwarding Behaviour of Mobile Phone Users in The Context of Mobile Advertising in Europe, International Journal of Mobile Communications, 16(2), 209-226.
• Van Noort, G. ve Van Reijmersdal, E. (2019). Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses, Journal of Interactive Marketing, 45, 16-26.
• Watson, C., McCarthy, J. ve Rowley, J. (2013). Consumer Attitudes Towards Mobile Marketing in The Smart Phone Era, International Journal of Information Management, 33(5), 840-849.
• Willassen, S. (2003). Forensics and The GSM Mobile Telephone System, International Journal of Digital Evidence, Vol: 2(1), 1-17.
• Yap, W. ve Tan, G. (2017). Mobile Social Media Marketing: A Partial Least Squares Structural Equation Modelling Approach, International Journal of Modelling in Operations Management, 6(3), 172-193.
• Yim, J., Ganesan, S. ve Kang, B. (2017). Location-Based Mobile Marketing Innovations, Mobile Information Systems, 1-4.
• Zengin , A. (2010). Doğrudan Pazarlama Aracı Olarak Cep Telefonu Kullanımı ve Tüketici Tutumları, Doctoral Dissertation, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü