Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation
Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation Mobile Marketing: from Strategy to Implementation Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation Matti Leppäniemi Faculty of Economics and Business Administration, University of Oulu, P.O. Box 4600, University of Oulu, FIN-90014, Finland matti.leppaniemi@oulu.fi Heikki Karjaluoto Faculty of Economics and Business Administration, University of Oulu, P.O. Box …
Integrated marketing communications strategy Marketing strategy drives integrated marketing communications (IMC) planning process and ultimately leads to a plan that outlines decisions about marketing communications activities and resource allocation. Thus, IMC plan sets guidelines for company’s mobile marketing communications activities. Broadly speaking, IMC is ” a concept of marketing communication planning that recognizes the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communications disciplines” (Peltier et al. 2003, p. 93). Hence, communicators with an IMC approach will consider all forms of communication, all message delivery channels, customers and prospects, and all brand contact points, while they plan and implement marketing and marketing communications strategies (Kitchen et al., 2004) . Therefore, to develop an effective mobile marketing strategy, it is imperative to consider not only the specific set of activities that a firm undertakes to perform a mobile marketing campaign but also how the firm employs a combination of communication tools and integrates its many communications channels to deliver a clear, consistent and compelling message about the company and its products. As depicted in Figure 1, a firm must consider many critical issues when developing an IMC strategy. The starting point of IMC planning process is an analysis of the overall situation of the company/brand (e.g. competitors, consumers, markets and products). This analysis provides a foundation for determining marketing communications target audience. Given that consumer markets are highly fragmented and consumers differ in many terms (e.g. demographic, geographic, geodemographic, psychographic, and behavioral), the identification of ‘right’ customers is increasingly challenging. However, with the help of Customer Relationship Management (CRM) including database technologies and interactive media a firm can develop and implement marketing communications strategies that are personalized to the specific needs of targeted customers (e.g. Peppers et al. 1999; Peltier et al. 2003).
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