Integrated marketing communications in mobile context

The use of the mobile medium as a communications and entertainment channel between a brand and an end-user is gradually evolving. Academic research on mobile marketing has also begun to flourish. However, the growing body of literature on mobile marketing appears to be inconsistent and fairly fragmented. This paper conceptualizes a model that links the use of database information and mobile media to develop interactive and integrated marketing communication strategies. As a part of this model, we discuss the foundations of mobile marketing and interactive integrated marketing communications. Furthermore, we present a case study of a company that is developing and implementing a mobile marketing campaign in retailing. Although, we discuss the entire model, the case study focuses on the initiation stage of mobile marketing, and how customer’s age, gender, family size and interests affect their willingness to give permission to receive mobile marketing.

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