Personalized mobile marketing strategies Tong, Siliang; Luo, Xueming; Xu, Bo
Journal of the Academy of Marketing Science,
2020/1, Letnik:
48, Številka:
1
Journal Article
Recenzirano
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.
Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more meaningful consumer-brand relationships. Yet, the broader experiential and brand-related impact of ...AR remains unclear, as much existing research adopts an app-centric perspective focused on consumers’ motivations for and reactions to using AR applications. The current article takes a more holistic approach to examine what consumer-brand relationships can be facilitated through augmented reality. Through an ethnographic study of how consumers use Sephora's mobile AR shopping app in their own homes, we find that a close and intimate (rather than transactional) relationship can emerge due to how the branded AR app is incorporated into consumers’ intimate space and their sense of self. This study thus broadens the focus of AR research from the immediate physical context into which virtual information is embedded, to the wider spatial-symbolic context of where consumers use AR apps, as well as to the inner context of how self-augmentations are integrated into consumers’ self-concepts.
Today's consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now, with the rise of the Internet of Things (IoT), also ...objects. Technology (particularly mobile devices) enables such connections, and facilitates many kinds of interactions in these networks—from transactions, to social information sharing, to people interfacing with connected devices (e.g., wearable technology).
We introduce the POP-framework, discuss how People, Objects and the Physical world inter-connect with each other and how it results in an increasing amount of connected data, and briefly summarize existing knowledge on these inter-connections. We also provide an agenda for future research focused on examining potential impact of IoT and smart products on consumer behavior and firm strategies.
•We discuss how mobile and smart products will create new opportunities for firms.•We introduce the POP Framework.•We end with a list of important research questions.
Purpose: The aim of the present research is to identify the factors influencing the acceptance of mobile marketing activities by customers using a meta-synthesis approach.Method: The research was ...conducted with an exploratory and qualitative approach. Using a systematic and meta-synthesis review approach, the researcher analyzed the results and findings of previous researchers and identified the influencing factors on the adoption of mobile marketing by performing the 7 steps of the Sandelowski and Barroso method. In this context, in order to measure reliability and quality control, the Kappa method was used, and its value was identified for the identified indicators at the level of excellent agreement.Findings: The results of the implementation of meta-synthesis steps in Maxqda10 software showed that the factors influencing the acceptance of mobile marketing activities by customers based on the meta-synthesis approach include two general dimensions individual and environmental ones, and these two dimensions include 6 components in total. and there are 33 indicators. Based on these results, the individual dimension includes the components of perceptual factors, personal habits and characteristics, emotional and belief factors, and cognitive factors, and the environmental dimension includes the components of technical factors and social factors. The research results show that marketing is a dynamic field that changes over time. Understanding the effective components at any point in time can increase marketing effectiveness. Mobile marketing combined with traditional and virtual methods has become the most powerful tool even for traditional sellers.conclusion: It can be concluded that proper implementation and digital marketing can help sellers in increasing customer reach and brand awareness
•Huge potential for marketers that implement AI, VR technologies.•Customer engagement behaviors and customer journeys enhanced via SMM.•Importance of ethical practice and explainability in use of AI ...and ML.•Trust is positively impacted via the cultivation of customer engagement.•eWOM overload can be mitigated by applying new tools and mechanisms.
The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding ...of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment; and the use of appropriate mobile ad elements to improve relevant outcome metrics. This article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda to stimulate additional work in this nascent field.
Can low-cost marketing tools that are used to enhance business performance also contribute to creating a better world? The authors investigate the role of online social media tools in alleviating ...customer (farmer) uncertainty and promoting the adoption of a new eco-friendly pesticide in rural China via a randomized controlled field experiment. The key finding is that even for a new product such as a pesticide, a low-cost social media support platform can effectively promote adoption. A combination of information from peers and from the firm on the platform facilitates learning about product features and alleviates uncertainty associated with product quality and appropriate product usage. Nevertheless, at the trial stage of the funnel, the platform underperforms the firm’s customized one-on-one support because available information does not resolve uncertainty in supplier credibility and product authenticity. Having an influencer on the platform, albeit not an expert on this product, vouching for its credibility helps resolve this funnel-holdup problem. From a theoretical perspective, this paper provides suggestive evidence for referent influence and credibility signaling on social media platforms and consequences for new product trial. The authors also provide direct empirical evidence on how information facilitates learning, a phenomenon typically assumed to be present in studies estimating learning models.
The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of ...all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stages. However, not much is known about mobile shopper marketing. We plug this gap by first discussing mobile shopper marketing and its scope in depth and then presenting a process model that connects the mobile shopping journey with four key entities, i.e., shopper, employee, organization, and mobile technology. For each of these themes, we identify the challenges that offer future research opportunities.
•This meta-analysis synthesises the quantitative literature on mobile advertising.•Bivariate and multivariate analyses were performed to test the relationships between study constructs.•A moderation ...analysis was performed to investigate the possible reasons for inconsistent findings.•The findings provide insightful recommendations to mobile advertisers.•This meta-analysis contributes to the literature on mobile advertising.
Adopting a meta-analysis approach, this study synthesises the quantitative literature on mobile advertising and proposes a meta-analytic conceptual model that shows the frequently studied variables in the literature. We performed a bivariate and a multivariate meta-analysis to examine the association between the antecedents, attitude, and intention to receive mobile advertisements. The findings show that personalisation, entertainment, credibility, and informativeness are positively associated with customer attitudes towards receiving mobile advertisements while irritation is negatively associated with it. Attitudes have a positive relationship with intention to receive mobile advertising. To investigate the possible reasons for inconsistent findings, we performed a moderation analysis. The findings provide insightful recommendations to mobile advertisers to design effective mobile advertisements that can trigger positive customer attitudes and intention to receive mobile advertisements. Academically, this meta-analysis shows the most influencing factors that trigger positive customer attitudes towards receiving mobile advertisements. Furthermore, it explains the possible reasons for inconsistent findings of the previous studies. Accordingly, it contributes to the mobile advertising literature.
The widespread adoption of digital technologies and online social networks has revolutionized the way marketers engage with consumers. By deploying various digital platforms and information and ...communication technology (ICT) tools (e.g., smartphones, social media, mobile apps, electronic billboards, etc.), organizations can compete with more objective, relational, and interactive marketing techniques. The adoption of innovative devices and data-driven marketing, specifically in digital advertising, provides both a wide and efficient reach. Consequently, digital marketing (DM) triggered the creation of more informed, empowered, and connected groups of customers in both the real and virtual worlds. This paper tracks research dynamics in interactive digital marketing by identifying the stages of evolution of major topics, articles, citation and co-citation networks, using various computational techniques, including growth curve analysis and citation network analysis of bibliometric information. Finally, the study offers contributions to the field of interactive digital marketing as an international and interdisciplinary field of research.
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