The Mobile Network as a New Medium for Marketing Communicaitons: A Case Study

Abstract

This chapter discusses the mobile network as a new medium for marketing communications. It illustrates that the mobile medium, defined as two-way communications via mobile handsets, can be utilized in a company’s promotion mix by initiating and maintaining relationships. First, by using the mobile medium companies can attract new customers by organizing SMS (short message service) -based competitions and lotteries. Second, the mobile medium can be used as a relationship building tool as companies can send information and discount coupons to existing customers’ mobile devices or collect marketing research data. The authors explore these scenarios by presenting and analyzing a mobile marketing case from Finland. The chapter concludes by pondering different future avenues for the mobile medium in promotion mix.