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Mobile Marketing Case Study
Mobile-based marketing needs to be part of an integrated marketing communications (IMC) strategy, supported by ancillary systems, tactics and programs to attract, sell and serve targeted customers if it is to succeed. Of the many technology platforms that are catalysts of IMC growth, mobile-based marketing continues to accelerate well beyond all others, estimated being valued as a $23B industry by itself (Valentino-DeVries, Steel, 2010). Despite this rapid projected growth, mobile-based marketing has continued to face formidable obstacles to its growth. For the last decade there have been lawsuits regarding the use of cookies and other advanced tracking technologies including "Flash Cookies" that are used for recreating browsing sessions by consumers, even after they are deleted (Valentino-DeVries, Steel, 2010). There are the legal impediments to growth and the technological, including the ability to integrate disparate, often legacy systems together to create scalable, secure mobile marketing systems (Pelau, Zegreanu, 2010). The intent of this analysis is to evaluate how location-based services have progressed in the last decade, and why their adoption and use will be different in 2014 and beyond. Targeting advertising based on a user's location is also a volatile topic today, yet the advent of opt-in and opt-out technologies first introduced several years...
The paradox of mobile marketing is that the greater the sophistication of technology, the more the level of trust that needs to be cultivated and grown with users.
Location-Based Services in 2014 and Beyond
Location-based services in the past relied on relatively inefficient approaches to triangulating user's location which made contextual intelligence nearly impossible to attain. This shortcoming of mobile marketing often led to spam-like marketing techniques on the part of advertisers, literally carpet-bombing every user or prospective customers' cell -- phone they had the ability to reach (Valentino-DeVries, Steel, 2010). In the 2002 and 2003 timeframe, this practice of spamming across mobile channels combined with the ethically questionable and often outright unethical use of cookies and tracking techniques led to a flurry lawsuits and eventually a call for U.S. Congressional action of this area (Valentino-DeVries, Steel, 2010). While mobile marketing had the potential to create unique, highly customized personal relationships, the technologies necessary for creating a reciprocal, not unilateral relationships was lacking (Pelau,…
Bibliography
Business: Follow me; location-based services on mobile phones. (2010, Mar 06). The Economist, 394, 85.
Pelau, C., & Zegreanu, P. (2010). MOBILE MARKETING - THE MARKETING FOR THE NEXT GENERATION. Management & Marketing, 5(2), 101-116.
Valentino-DeVries, J., & Steel, E. (2010, Sep 20). 'Cookies' cause bitter backlash - spate of lawsuits shows user discomfort with latest innovations in online-tracking technology. Wall Street Journal.
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