Conceptualizing Mobile Marketing: A Comprehensive Review of Research

This paper covers a review of the definition of mobile marketing, summarizing their characteristics compared to traditional marketing channels. Next, different approaches and research findings related to the acceptance and attitudes towards the mobile marketing are explored, as well as some of the most relevant theoretical approaches in this area. The relevant literature on the unique characteristics of mobile marketing communications and media planning is then reviewed. Five characteristics of mobile marketing communications are identified as key considerations for decision-making: Ubiquity, Immediacy, Location sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations for marketing managers, as well as directions for future research will be presented.