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Mobile Marketing

  • Reference work entry
  • First Online:
Encyclopedia of GIS

  • 796 Accesses

Synonyms

Market intelligence; Marketing information system

Definition

Mobile marketing refers to “the two-way or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology” (Shankar and Balasubramanian 2009). With mobile marketing, the marketers communicate directly with consumers at any time or place. Key features of mobile marketing are location specificity, portability, and untethered/wireless features (Shankar and Balasubramanian 2009). Mobile devices are usually compact and easily portable. When device users move about, significant amounts of personal and location-specific information is generated. Marketers can use geo-location technologies to target the consumer with location-sensitive marketing promotions.

Historical Background

Following widespread mobile device market penetration and recent developments in high-speed wireless network technologies, mobile marketing has become increasingly important since the...

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Author information

Authors and Affiliations

  1. School of Management, Nanjing University, Jiangsu, Nanjing, China

    Xiaolin Li, Jiang Wu & Yue Sun

Authors
  1. Xiaolin Li
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  2. Jiang Wu
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  3. Yue Sun
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Corresponding author

Correspondence to Xiaolin Li .

Editor information

Editors and Affiliations

  1. University of Minnesota, Minneapolis, MN, USA

    Shashi Shekhar

  2. Management Science and Information Systems Department, Rutgers Business School, Rutgers, The State University of New Jersey, Newark, NJ, USA

    Hui Xiong

  3. Department of Management Sciences, Tippie College of Business, University of Iowa, Iowa City, IA, USA

    Xun Zhou

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© 2017 Springer International Publishing AG

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Li, X., Wu, J., Sun, Y. (2017). Mobile Marketing. In: Shekhar, S., Xiong, H., Zhou, X. (eds) Encyclopedia of GIS. Springer, Cham. https://doi.org/10.1007/978-3-319-17885-1_1588

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