Skip to main content

Advertisement

SpringerLink
Log in

Personalized mobile marketing strategies

  • CONCEPTUAL/THEORETICAL PAPER
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

The prevalence of mobile usage data has provided unprecedented insights into customer hyper-context information and brings ample opportunities for practitioners to design more pertinent marketing strategies and timely targeted campaigns. Granular unstructured mobile data also stimulate new research frontiers. This paper integrates the traditional marketing mix model to develop a framework of personalized mobile marketing strategies. The framework incorporates personalization into the center of mobile product, mobile place, mobile price, mobile promotion, and mobile prediction. Extant studies in mobile marketing are reviewed under the proposed framework, and promising topics about personalized mobile marketing are discussed for future research.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Notes

  1. App-rooming is an omnichannel shopping behavior whereby customers search for product information on the merchant’s mobile app and visit the merchant’s offline store for purchases.

  2. App developers offer basic functions of the app for free and charge a fee for premium functions.

References

  • Adweek. (2018). Why Mobile and Consumers Are the Focal Points of This Year’s NewFronts. Retrieved July 2, 2018, from adweek.com website: https://www.adweek.com/digital/why-mobile-and-consumers-are-the-focal-points-of-this-years-newfronts/.

  • Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49.

    Google Scholar 

  • Andrews, M., Luo, X., Fang, Z., & Ghose, A. (2016). Mobile ad effectiveness: Hyper-contextual targeting with crowdedness. Marketing Science, 35(2), 218–233.

    Google Scholar 

  • Arora, S., Hofstede, F., & Mahajan, V. (2017). The implications of offering free versions for the performance of paid Mobile apps. Journal of Marketing, 81(6), 62–78.

    Google Scholar 

  • Balasubramanian, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of M-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30, 348–361.

    Google Scholar 

  • Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products are best suited to Mobile advertising? A field study of Mobile display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), 270–285.

    Google Scholar 

  • Barwise, P., & Strong, C. (2002). Permission-based Mobile advertising. Journal of Interactive Marketing, 16(1), 14–24.

    Google Scholar 

  • Bluecorona. (2018). 61 Mobile Marketing Statistics for 2018 and Beyond | Mobile Usage Statistics. Retrieved July 2, 2018, from bluecororna.com website: https://www.bluecorona.com/blog/mobile-marketing-statistics.

  • Businessofapps. (2018). App Download and Usage Statistics - Business of Apps. Retrieved July 2, 2018, from businessofapps.com website: http://www.businessofapps.com/data/app-statistics/.

  • BusinessWire. (2019). Global Mobile Marketing Market to Reach $183.5 Billion by 2024, with a CAGR of 23.4% - Analysis Segmented by Solution Type, Organization Size, End-user and Geography. Retrieved May 3, 2019, from businesswire.com website: https://www.businesswire.com/news/home/20190325005436/en/Global-Mobile-Marketing-Market-Reach-183.5-Billion.

  • Castelo, N., & Thalmann, N. (2019). Robot or human? Consumer Perceptions of Human-Like Robots. Working Paper.

  • Ciechanowski, L., Przegalinska, A., Magnuski, M., & Gloor, P. (2019). In the shades of the Uncanny Valley: An experimental study of human--Chatbot interaction. Future Generation Computer Systems, 92, 539–548.

    Google Scholar 

  • Danaher, P. J., Smith, M. S., Ranasinghe, K. & Danaher, T. S. (2015). Where, when and how long: Factors that influence the redemption of mobile phone coupons. Journal of Marketing Research, 52, 710–725.

  • De Haan, E., Kannan, P. K., Verhoef, P. C., & Wiesel, T. (2018). Device switching in online purchasing: Examining the strategic contingencies. Journal of Marketing, 82(5), 1–19.

    Google Scholar 

  • Dickinger, A., & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupon. Journal of Interactive Marketing, 22(3), 23–39.

  • Digital Trends. (2018). Streaming TV consumption more than doubles in 12 months. Retrieved May 3, 2019, from digitaltrends.com website: https://www.digitaltrends.com/home-theater/streaming-tv-consumption-doubles/.

  • Digitalnewsdaily. (2018). Nielsen Catalina Solutions To Launch Tool To Measure In-Store Sales Based On Video Ads. Retrieved June 27, 2018, from mediapost.com website: https://www.mediapost.com/publications/article/321104/nielsen-catalina-solutions-to-launch-tool-to-measu.html.

  • Dubé, J.-P., Fang, Z., Fong, N., & Luo, X. (2017). Competitive Price targeting with smartphone coupons. Marketing Science, 36(6), 944–975.

    Google Scholar 

  • Economides, N., & Jeziorski, P. (2017). Mobile Money in Tanzania. Marketing Science, 36(6), 815–837.

    Google Scholar 

  • Einav, L., Levin, J., Popov, I., & Sundaresan, N. (2014). Growth, adoption, and use of Mobile E-commerce. American Economic Review, 104(5), 489–494.

    Google Scholar 

  • eMarketer. (2019). What’s Behind the Sudden Growth of TikTok? Retrieved May 3, 2019, from emarketer.com website: https://www.emarketer.com/content/what-s-behind-the-sudden-growth-of-tiktok.

  • Fast Company. (2018). Why Nike ditched a proven winning strategy for the 2018 world cup. Retrieved May 6, 2019, from fastcompany.com website: https://www.fastcompany.com/90179193/why-nike-ditched-a-proven-winning-strategy-for-the-2018-world-cup.

  • Fong, N. M., Fang, Z., & Luo, X. (2015). Geo-Conquesting: Competitive locational targeting of Mobile promotions. Journal of Marketing Research, 52(5), 726–735.

    Google Scholar 

  • Fong, N., Zhang, Y., Luo, X., & Wang, X. (2019). Targeted promotions on an E-book platform: Crowding out, heterogeneity, and opportunity costs. Journal of Marketing Research, 56(2), 310–323.

    Google Scholar 

  • Ghose, A., & Pil Han, S. (2011). An empirical analysis of user content generation and usage behavior on the Mobile internet. Management Science, 57(9), 1671–1691.

    Google Scholar 

  • Ghose, A., & Pil Han, S. (2014). Estimating demand for Mobile applications in the new economy. Management Science, 60(6), 1470–1488.

    Google Scholar 

  • Ghose, A., Goldfarb, A., & Han, S. P. (2013). How is the Mobile internet different? Search costs and local activities. Information Systems Research, 24(3), 613–631.

    Google Scholar 

  • Ghose, A., Kwon, H. E., Lee, D., & Oh, W. (2019a). Seizing the commuting moment: Contextual targeting based on mobile transportation apps. Information Systems Research, 30(1), 154–174.

    Google Scholar 

  • Ghose, A., Li, B., & Liu, S. (2019b). Mobile targeting using customer trajectory patterns. Management Science, Articles in Advance.

  • Gill, M., Sridhar, S., & Grewal, R. (2017). Return on engagement initiatives: A study of a business-to-business Mobile app. Journal of Marketing, 81(4), 45–66.

    Google Scholar 

  • Grewal, L., & Stephen, A. T. (2019). In Mobile we trust: The effects of Mobile versus nonmobile reviews on consumer purchase intentions. Journal of Marketing Research, 002224371983451.

  • Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile advertising: A framework and research agenda. Journal of Interactive Marketing, 34, 3–14.

    Google Scholar 

  • Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1–6.

    Google Scholar 

  • Grewal, D., Ahlbom, C.-P., Beitelspacher, L., Noble, S. M., & Nordfält, J. (2018). In-store Mobile phone use and customer shopping behavior: Evidence from the field. Journal of Marketing, 82(4), 102–126.

    Google Scholar 

  • Gurău, C., & Ranchhod, A. (2009). Consumer privacy issues in Mobile commerce: A comparative study of British, French and Romanian consumers. Journal of Consumer Marketing, 26(7), 496–507.

    Google Scholar 

  • Harvard Business Review. (2017). Your Mobile Strategy Can’t Just Be About Phones. Retrieved May 4, 2019, from hbr.org website: https://hbr.org/2017/07/your-mobile-strategy-cant-just-be-about-phones.

  • Ho, S. Y., & Lim, K. H. (2018). Nudging moods to induce unplanned purchases in imperfect Mobile personalization contexts. MIS Quarterly, 42(3), 757–778.

    Google Scholar 

  • Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25–36.

    Google Scholar 

  • Huang, M.-H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), 109467051775245.

    Google Scholar 

  • Hubspot. (2018). 12 Examples of Brands With Brilliant Omni-Channel Experiences. Retrieved May 4, 2019, from hubspot.com website: https://blog.hubspot.com/service/omni-channel-experience.

  • Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The effect of in-store travel distance on unplanned spending: Applications to Mobile promotion strategies. Journal of Marketing, 77(2), 1–16.

    Google Scholar 

  • Hui, S., Thornswood, L., Goehring, J., Andrews, M., & Pancras, J. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34, 15–24.

    Google Scholar 

  • Investopedia. (2018). Mobile Advertising Definition. Retrieved June 22, 2018, from Investopedia website: https://www.investopedia.com/terms/m/mobile-advertising.asp.

  • Kannan, P. K., & Li, H. “. A.”. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.

  • Kim, S. J., Wang, R. J. H., & Malthouse, E. C. (2015). The effects of adopting and using a Brand’s Mobile application on customers’ subsequent purchase behavior. Journal of Interactive Marketing, 31, 28–41.

    Google Scholar 

  • Kübler, R., Pauwels, K., Yildirim, G., & Fandrich, T. (2018). App popularity: Where in the world are consumers Most sensitive to Price and user ratings? Journal of Marketing, 82(5), 20–44.

    Google Scholar 

  • Kumar, V., Nim, N., & Sharma, A. (2018). Driving growth of Mwallets in emerging markets: A Retailer’s perspective. Journal of the Academy of Marketing Science, pp. 1–23.

  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and Mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172.

    Google Scholar 

  • Leung, E., Paolacci, G., & Puntoni, S. (2018). Man versus machine: Resisting automation in identity-based consumer behavior. Journal of Marketing Research, 55(6), 818–831.

    Google Scholar 

  • Li, C., Luo, X., Zhang, C., & Wang, X. (2017). Sunny, rainy, and cloudy with a chance of Mobile promotion effectiveness. Marketing Science, 36(5), 762–779.

    Google Scholar 

  • Luo, X., Andrews, M., Fang, Z., & Phang, C. W. (2014). Mobile Targeting. Management Science, 60(7), 1738–1756.

    Google Scholar 

  • McCarthy, E. (1960). Basic marketing, a managerial approach. Retrieved from http://www.worldcat.org/title/basic-marketing-a-managerial-approach/oclc/242332.

  • Melumad, S., Inman, J. J., & Pham, M. T. (2019). Selectively emotional: How smartphone use changes user-generated content. Journal of Marketing Research, 56(2), 259–275.

    Google Scholar 

  • Mobile Marketer. (2019). Spider-man swings by world landmarks in Snapchat’s AR lenses | Mobile Marketer. Retrieved July 2, 2019, from mobilemarketer.com website: https://www.mobilemarketer.com/news/spider-man-swings-by-world-landmarks-in-snapchats-ar-lenses/557946/.

  • Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to use Mobile services: Antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33(3), 330–346.

    Google Scholar 

  • Provost, F., Martens, D., & Murray, A. (2015). Finding similar Mobile consumers with a privacy-friendly geosocial design. Information Systems Research, 26(2), 243–265.

    Google Scholar 

  • Quartz. (2018). Nigeria’s World Cup kit has sold out - Nike. Retrieved May 6, 2019, from qz.com website: https://qz.com/africa/1294652/nigerias-world-cup-kit-has-sold-out-nike/.

  • Ransbotham, S., Lurie, N. H., & Liu, H. (2019). Creation and consumption of Mobile word of mouth: How are Mobile reviews different? Marketing Science.

  • Retaildive. (2018). Zara to Offer Mobile AR Experience in Stores. Retrieved June 27, 2018, from retaildive.com website: https://www.retaildive.com/news/zara-to-offer-mobile-ar-experience-in-stores/519286/.

  • Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118–129.

    Google Scholar 

  • Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile Marketing in the Retailing Environment: Current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111–120.

    Google Scholar 

  • Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016). Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, 37–48.

    Google Scholar 

  • Shen, H., Zhang, M., & Krishna, A. (2016). Computer interfaces and the “direct-touch” effect: Can iPads increase the choice of hedonic food? Journal of Marketing Research, 53(5), 745–758.

    Google Scholar 

  • Spaid, B. I., & Flint, D. J. (2014). The meaning of shopping experiences augmented by Mobile internet devices. Journal of Marketing Theory and Practice, 22(1), 73–90.

    Google Scholar 

  • Statista. (2018). Chart: Mobile E-commerce is up and Poised for Further Growth. Retrieved July 1, 2018, from statista.com website: https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/.

  • Statista. (2019). Number of Mobile Phone Users Worldwide 2015–2020. Retrieved May 3, 2019, from statista.com website: https://www.statista.com/statistics/274774/forecast-of-mobile-phone-users-worldwide/.

  • The Verge. (2019). Netflix tests a Mobile-only plan in select countries that costs $4. Retrieved May 4, 2019, from theverge.com website: https://www.theverge.com/2019/3/22/18277547/netflix-mobile-only-plan-countries-price.

  • Themanifest. (2018). Mobile App Usage Statistics 2018. Retrieved July 2, 2018, from themanifest.com website: https://themanifest.com/app-development/mobile-app-usage-statistics-2018.

  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Source Journal of Marketing, 68(1), 1–17 Retrieved from http://www.jstor.org/stable/30161971.

    Google Scholar 

  • Vlachos, P. A., & Vrechopoulos, A. P. (2008). Determinants of behavioral intentions in the Mobile internet services market. Journal of Services Marketing, 22(4), 280–291.

    Google Scholar 

  • Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How Mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217–234.

    Google Scholar 

  • Wang, Q., Li, B., & Singh, P. V. (2018). Copycats vs. original Mobile apps: A machine learning copycat-detection method and empirical analysis. Information Systems Research, 29(2), 273–291.

    Google Scholar 

  • Wang, F., Zuo, L., Yang, Z., & Wu, Y. (2019). Mobile searching versus online searching: Differential effects of paid search keywords on direct and indirect sales. Journal of the Academy of Marketing Science.

  • Xu, H., Teo, H. H., Tan, B. C. Y., & Agarwal, R. (2012). Effects of individual self-protection, industry self-regulation, and government regulation on privacy concerns: A study of location-based services. Information Systems Research, 23(4), 1342–1363.

    Google Scholar 

  • Xu, J., Forman, C., Kim, J. B., & Van Ittersum, K. (2014). News media channels: Complements or substitutes? Evidence from Mobile phone usage. Journal of Marketing, 78(4), 97–112.

    Google Scholar 

  • Xu, K., Chan, J., Ghose, A., & Han, S. P. (2017). Battle of the channels: The impact of tablets on digital commerce. Management Science, 63(5), 1469–1492.

    Google Scholar 

  • Zinrelo. (2018). Tiered Loyalty Programs- What Makes the Sephora’s Loyalty Rewards Program Successful? Retrieved May 4, 2019, from zinrelo.com website: https://zinrelo.com/tiered-loyalty-programs-what-makes-the-sephoras-loyalty-rewards-program-successful.html.

  • Zubcsek, P. P., Katona, Z., & Sarvary, M. (2017). Predicting Mobile advertising response using consumer colocation networks. Journal of Marketing, 81(4), 109–126.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Fox School of Business, Temple University, Philadelphia, PA, USA

    Siliang Tong

  2. Global Center for Big Data and Mobile Analytics, Fox School of Business, Temple University, Philadelphia, PA, USA

    Xueming Luo

  3. School of Management, Fudan University, Shanghai, China

    Bo Xu

Authors
  1. Siliang Tong
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Xueming Luo
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Bo Xu
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Bo Xu.

Additional information

Publisher’s note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Mark Houston served as accepting Editor for this article.

Appendix

Appendix

Table 2 Summary of the literature
Full size table

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Tong, S., Luo, X. & Xu, B. Personalized mobile marketing strategies. J. of the Acad. Mark. Sci. 48, 64–78 (2020). https://doi.org/10.1007/s11747-019-00693-3

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-019-00693-3

Keywords

Search

Navigation