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Erschienen in: Journal of the Academy of Marketing Science 1/2020

16.10.2019 | CONCEPTUAL/THEORETICAL PAPER

Personalized mobile marketing strategies

verfasst von: Siliang Tong, Xueming Luo, Bo Xu

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2020

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Abstract

The prevalence of mobile usage data has provided unprecedented insights into customer hyper-context information and brings ample opportunities for practitioners to design more pertinent marketing strategies and timely targeted campaigns. Granular unstructured mobile data also stimulate new research frontiers. This paper integrates the traditional marketing mix model to develop a framework of personalized mobile marketing strategies. The framework incorporates personalization into the center of mobile product, mobile place, mobile price, mobile promotion, and mobile prediction. Extant studies in mobile marketing are reviewed under the proposed framework, and promising topics about personalized mobile marketing are discussed for future research.

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Fußnoten
1
App-rooming is an omnichannel shopping behavior whereby customers search for product information on the merchant’s mobile app and visit the merchant’s offline store for purchases.
 
2
App developers offer basic functions of the app for free and charge a fee for premium functions.
 
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Metadaten
Titel
Personalized mobile marketing strategies
verfasst von
Siliang Tong
Xueming Luo
Bo Xu
Publikationsdatum
16.10.2019
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 1/2020
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00693-3

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