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2016 | Buch

Mobile Marketing Channel

Online Consumer Behavior


Über dieses Buch

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, u

ntil now, unutilized benefits of this efficient and popular direct marketing channel.


Chapter 1. Online Consumer Behavior and Marketing
Consumer behavior is primarily focused on consumer learning processes from internal phenomena—such as motivation, ritual phenomena, moods, personality, lifestyles, and attitudes—and from external factors—such as marketer endorsements and group behavior considering family, associative, and aspirational group influences. It also examines different demographic factors including social class, religion, household influences, and cultural attributes.
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Chapter 2. Mobile Marketing Channel
In the last several decades, marketing channels—in terms of concept, purpose and usage, structure, formation, functionality, and interactivity—have achieved significant deviations and reformation from the traditional channel design (Jarad, 2014). The mobile marketing channel in the twenty-first century has experienced radical changes in the structure, function, and requirements from the conventional physical channel. Marketing managers are now confronting a new wave of challenges due to the widespread diffusion of mobile channels, which brings a new set of parameters for the success of the channel and initiates an entirely new set of robust and dynamic strategies (Banyte, Gudonaviciene, & Grubys, 2011).
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Chapter 3. Scope of Short Messaging Service as a Marketing Channel
A marketing channel has already been defined as a structure of interlinked members that serves to move the product, service, or information from manufacturers to the end customers. In other words, a marketing channel is a means of distributing and communicating about products, services, and information among members of the interlinked structure and customers. Any member fully or partially interlinked with other channel members that are distributing or communicating about the products, services, and information by doing the following functions are basically online channel members. This extends the definition of channel members from that previously given. Based on this extended version (Bagozzi, Gürhan-Canli, & Priester, 2002; Connolly, Olsen, & Moore, 1998; Engel, Kollat, & Blackwell, 1973; Folkes, 1988; Tanner & Raymond, 2011), media performing the following interlinked activities can be regarded as online channel members:
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Chapter 4. Effective Mobile Channel
In the twenty-first century, marketing managers are aware of launching mobile channels uniquely or in conjunction with another channel to gain the benefits of information and communication technology (ICT) in the marketing operation. They fully realize that without operating a mobile channel, a winning marketing strategy is rarely possible to achieve for a competitive advantage in the global arena. Many world leading companies like McDonald’s and Nike are now operating mobile channels for communicating with customers to maintain a dynamic customer relationship. However, only operating a mobile channel is not sufficient; finding a strategy to make this competitive and robust channel customer-focused and effective is the supreme challenge for present marketers.
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Chapter 5. Design of the Mobile Channel Structure
Structure of mobile phone SMS as a communication channel depends on both the content and context of SMS. Fundamentally, differential features of SMS can make this communication effective in attracting consumers. In this regard, consumer behavioral urges, adoption criteria, and consumer segmentation are important issues to be discussed and analyzed.
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Chapter 6. Target Marketing and Development of the Communication Channel
Direct target marketing is a special phenomenon incorporated in the recent trend of marketing mix for effective promotional activities. This is also a unique scope for online marketers to promote this marketing concept, as the unified features of mobile phone SMS can provide them to initiate this marketing for effective communication and better relationship development.
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Chapter 7. Conclusion
This book addressing online consumer behavior and scope of inclusion of online marketing channel is attempted to explore, provide, and organize a comprehensive text on the subject of mobile marketing channel.
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
Mobile Marketing Channel
verfasst von
Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
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