The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators

Journal of Advertising Research, Vol. 49, No. 1, pp. 54-61, March 2009

Posted: 31 Jul 2011

See all articles by Florian Gröne

Florian Gröne

WHU Otto Beisheim School of Management; Booz & Company

Roman Friedrich

Booz & Company

Klaus Hölbling

Booz & Company

Michael Peterson

Booz & Company

Date Written: March 1, 2009

Abstract

The mobile channel offers an exciting opportunity for marketers - one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. When consumers sign up for a branded mobile channel, they get access to a variety of distinct offerings that can include exclusive content as well as applications, games, special opportunities, incentives, and emotional experiences - all of which reinforce the value of the sponsoring brand far beyond Its standard uses. The rewards for companies that capitalize on these possibilities - deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value - are not to be missed.

Keywords: Mobile, Marketing, Telecommunications, MVNO, MVNE

JEL Classification: M30, M31, M37, L96

Suggested Citation

Gröne, Florian and Friedrich, Roman and Hölbling, Klaus and Peterson, Michael, The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators (March 1, 2009). Journal of Advertising Research, Vol. 49, No. 1, pp. 54-61, March 2009, Available at SSRN: https://ssrn.com/abstract=1898987

Florian Gröne (Contact Author)

WHU Otto Beisheim School of Management ( email )

Burgplatz 2
Vallendar, 56179
Germany

HOME PAGE: http://www.whu.edu/ue

Booz & Company ( email )

Anna-Louisa-Karsch Str. 2
Berlin, 10178
Germany
4930887050 (Phone)

HOME PAGE: http://www.booz.com/de

Roman Friedrich

Booz & Company ( email )

101 Park Avenue
New York, NY 10178
United States

Klaus Hölbling

Booz & Company ( email )

101 Park Avenue
New York, NY 10178
United States

Michael Peterson

Booz & Company ( email )

101 Park Avenue
New York, NY 10178
United States

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