Conclusion
Mobile marketing, which involves two- or multi-way
communication and promotion of an offer between a firm and
its customers using a mobile medium, device, or technology, is
growing in importance in the retailing environment. It has the
potential to change the paradigm of retailing from one based on
consumers entering the retailing environment to retailers
entering the consumer's environment through anytime, anywhere
mobile devices. We proposed a conceptual framework
that comprises three key entities, the mobile, the consumer, and
the retailer. The framework addressed a range of related issues
such as mobile consumer activities, mobile consumer segments,
mobile adoption enablers and inhibitors, key mobile properties,
key retailer mobile marketing practices and competition. We
also addressed successful retailer mobile marketing strategies,
identified the customer-related and organizational challenges on
this topic and outlined future research scenarios and avenues
related to these issues.
ConclusionMobile marketing, which involves two- or multi-waycommunication and promotion of an offer between a firm andits customers using a mobile medium, device, or technology, isgrowing in importance in the retailing environment. It has thepotential to change the paradigm of retailing from one based onconsumers entering the retailing environment to retailersentering the consumer's environment through anytime, anywheremobile devices. We proposed a conceptual frameworkthat comprises three key entities, the mobile, the consumer, andthe retailer. The framework addressed a range of related issuessuch as mobile consumer activities, mobile consumer segments,mobile adoption enablers and inhibitors, key mobile properties,key retailer mobile marketing practices and competition. Wealso addressed successful retailer mobile marketing strategies,identified the customer-related and organizational challenges onthis topic and outlined future research scenarios and avenuesrelated to these issues.
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