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Definitions Edit

General Edit

Mobile marketing is

Mobile marketing is

using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders.[2]

Mobile Marketing Association Edit

Mobile marketing is

a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.[3]

Overview Edit

Mobile marketing is commonly known as wireless marketing. However, wireless is not necessarily mobile. For instance, a consumer's communications with a website from a desktop computer at home, with signals carried over a wireless local area network (WLAN) or over a satellite network, would qualify as wireless but not mobile communications.[4]

References Edit

  1. Heikki Karjaluoto & Matti Leppäniemi, "Factors Influencing Consumers' Willingness to Accept Mobile Advertising: A Conceptual Model," 3 Int'l J. Mobile Communic'ns 198 (2005).
  2. Matti Leppäniemi, "Mobile Marketing Communications in Consumer Markets," at 21 (Faculty of Econs. & Bus. Admin., Dep't of Marketing, Univ. of Oulu, 2008).
  3. MMA Updates Definition of Mobile Marketing, Mobile Marketing Association. Nov 18, 2009.
  4. Matti Leppäniemi, at 50.


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