Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns

Abstract

With the increasing growth and sophistication of mobile communications, companies integrate the mobile channel into their marketing communication and campaigns. Companies are able to execute very different and creative mobile marketing campaigns by using a wide range of mobile platforms such as Wireless Application Protocol (WAP), Short Message Service (SMS), and Multimedia Message Service (MMS). The purpose of this chapter is to review and exemplify the concepts, objectives, strategies and promotional tactics associated with mobile marketing campaigns; so that the review of relevant literature and exemplification of mobile marketing campaigns provide an insight into the nature of mobile marketing campaigns.