Personalized mobile marketing strategies

  • Siliang Tong
  • Xueming Luo
  • Bo XuEmail author


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.


Mobile marketing Mobile personalization Mobile marketing mix Artificial intelligence 



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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.Fox School of BusinessTemple UniversityPhiladelphiaUSA
  2. 2.Global Center for Big Data and Mobile Analytics, Fox School of BusinessTemple UniversityPhiladelphiaUSA
  3. 3.School of ManagementFudan UniversityShanghaiChina

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