دانلود رایگان ترجمه مقاله تحقيق و بررسی پيرامون بازاريابی از طريق پيام کوتاه (نشریه IEEE 2004)

تحقيق و بررسی پيرامون بازاريابی از طريق پيام کوتاه

An Investigation and Conceptual Model of SMS Marketing

Abstract

Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.

۱ Introduction

They live in the same house but their lives contrast. Like many of her 16-year old friends doted on by parents and grandparents, Ingrid Johnson has time to kill, money to burn, follows trends and loves to shop. Her dad, Bill Johnson, would kill for free time, pinches pennies, ignores trends and hates to shop. Yet they passionately agree on one thing; they could not survive without their cell phone. The quest for companies is leveraging cell phone technology in order to effectively market to both Ingrid and Bill. Mobile devices increase consumer communication and challenge companies as to appropriate marketing. As with most new technologies, mobile usage differs geographically. Unlike the Internet, where the US led the adoption, Japan leads in mobile Internet technology,with a penetration of Internet enabledphones of 72% as of June 2002. Europe and North America lag at 45% and 25% respectively, according to an A. T. Kearney and University of Cambridge survey of 15 industrialized countries [2]. These differences in mobile technology adoption relate to differences in the global development and pricing of cell phones.

Japan introduced cell phones with constant Internet access in 1999. These devices let customers receive and display messages, figures and photographs. About 60 million Japanese, or 47%, actually use Internet enabled mobile services [38]. The Japanese market, which Europe and America may follow, leads the world in the development of mobile marketing, illustrated by the Japanese cell phone display in Figure 1.

Development aside, an important question for companies in all countries is how to use his personalized marketing tool effectively. Despite the growing demand and marketing potential, there is little research on mobile marketing. This paper helps fill that void by addressing four research questions. What is mobile marketing? What do leading European experts conclude about mobile marketing via its most successful application, Short Message Services (SMS)? What model helps explain effective mobile marketing? Finally, what fruitful marketing avenues and theoretical approaches merit exploration? 2. Defining Mobile Marketing “Marketing management