Utilization of mobile advertising in B2C marketing

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Mobile advertising is becoming a hot topic as wireless networking continues to develop and the number of mobile subscribers is increasing worldwide. Thus mobile phone opens up a new dimension for the marketer to build strong customer relationship by providing the customers with their desired information through mobile phones at any place any time. However, little is known about how mobile technologies and applications can be incorporated into marketing activities in contrast to internet-based advertising. The effects of mobile advertising have not been investigated sufficiently. The purpose of this study, therefore, is to provide a better understanding on how mobile advertising can be utilized in B2C marketing. In order to reach this purpose, three research questions were asked about the applications in mobile advertising, the technologies available, as well as the success factors. Using the research questions as a guide, a literature review was conducted, resulting in a conceptual framework, developed to guide the study's data collection. In order to collect data, a qualitative approach and multiple case study strategy has been utilized, using personal interviews and limited documentation to collect data. The findings and the conclusion of this study indicate that technology acts as the primary facilitator of mobile advertising. To increase the popularity of mobile advertising applications, factors such as personalization, customer permission, control and privacy should all be considered by the companies w...