The transitional changes impacting mobile marketing are being felt across the industry. New devices and players are entering the market, seemingly on a daily basis. Social media and location-based services are challenging our understanding of how the mobile device impacts consumer interaction and control of personal information. Privacy issues have awakened regulatory concerns and could […]
The mobile phone is increasingly becoming a critical fixture of the lives of the majority of the world’s population. People are using their mobile phone for a wide range of activities, including personal communications, entertainment, information gathering, commerce and marketing. The mobile phone and its numerous messaging, voice and data channels provide an almost limitless […]
The maturing of the mobile channel, its ubiquity and the potential for personal, one-to-one contextually-relevant interactive exchanges with friends, colleagues, prospects, clients, customers, investors, the press, and society is driving marketers and consumers to explore the possibilities of using the mobile channel and mobile-enahanced media as an enable for marketing and commerce. See complete editors’ […]
Coauthored by Michael Hanley and Michael Becker Abstract: This study employs five online surveys conducted over a four-year period to investigate college student cell phone usage, and mobile advertising acceptance. Results show that incentives are a key motivating factor for cell phone advertising acceptance; students are receiving more ads, but annoyance has not increased; consumption […]
Coauthored by Michael Hanley and Michael Becker. No one said creating a mobile channel would be easy Depending on your point of view and which consumer, direct, channel, advertising or trade and research marketing publication you read, the mobile channel (which embodies a collection of disparate, but integrated, players and technologies) is either poised to […]
The concept of mobile marketing, marketing through the mobile channel, is rapidly taking shape. The industry and academia have recognized that mobile marketing is a broad and complex subject worthy of much attention and the MMA International Journal of Mobile Marketing (MMA IJMM) has taken the lead in helping document and memorialize the growing body […]
Coauthored by Michael Hanley and Michael Becker The response from the mobile marketing industry and academic researchers to the premier issue, June. 2006, of this journal, has been very positive. Interest in the journal has increased strongly, as have article submissions. In this issue, 11 papers provide a global perspective and insight into four areas […]